利用購物籃分析探究超市會員之購買行為

薛淳文

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利用購物籃分析探究超市會員之購買行為

Applying Market Basket Analysis to Explore Purchasing Behavior of Supermarket Members

薛淳文 , Masters　　Advisor：任立中　　

繁體中文

資料庫行銷；家庭生命週期；購物籃分析； Database Marketing ； Market Basket Analysis ； Family Life Cycle

Abstract │ Reference (44) │ Times Cited (3) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Considering the abundance of convenient stores, price advantage of the discount stores, and convenience of internet shopping, supermarkets in Taiwan are facing more competitions than just its competitors in the same market.  As consumers become more knowledgeble, product-oriented sales strategies will not win the customers’ trust or gain their loyalties anymore.  Therefore, identifying customers into the right segments, and deciding sales strategies accordingly is even more important nowadays.
  This study attempts to understand the purchasing behavior of the supermarket members by using the database of one of the famous supermarket in Taiwan.  In this study, members are separated into family life cycle according to their age, marriage status, and number of children. Market basket analysis is used to explore buying behaviors of different family life cycle. Also, by comparing the average frequency, average amount of money spent, and the market basket contents in the different types of stores for different family life cycle, this study is able to understand if the same family life cycle members have the same purchasing behavior.  Thus, based on the results of this research, marketers can suggest sales strategies that are more effective.

Reference ( 44 ) 〈TOP〉

8. 蔡智安（2005），資料庫行銷之顧客價值分析－以加油行為為例，國立台灣大學國際企業學研究所碩士論文。
連結：
11. 謝淑芬（2007），家計單位人口結構對旅遊消費支出影響之研究－分量迴歸模型之應用。
連結：
13. 羅安琍（1999），不同家庭生命週期與社經背景婦女之服裝消費研究，台灣師範大學家政教育研究所碩士論文。
連結：
3. Bigelow, H. F. (1942), Marriage and the Family, Boston, MA: Health.
連結：
4. Blattberg, R. A., Getz, G., Thomas, J. S. (2000). Customer Equity: Building and Managing Relationships As Valuable Assets. Boston, MA: Harvard Business School Press.
連結：

Times Cited (3) 〈TOP〉

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