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Apply data mining to segment retail market based on purchasing portfolios
University of Borås, School of Business and IT.
2011 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Market segmentation is becoming very familiar and essential to every marketer in the process of designing and implementing an effective target-marketing strategy. It is confirmed in the grocery retail industry about the importance of appropriate market segmentation. In this industry, customer purchasing behavior needs to be acknowledged not only in specific products, but also the interaction among the whole range of products. Therefore, the motivation for this thesis is to discover a segmentation based on this purchasing behavior among whole range of products, which is called purchasing pattern. The Purchasing pattern is interpreted by purchasing portfolios, which include list of categories that a certain customer purchases and also consumption behavior on these categories. This thesis is acknowledged from related theories to design a theoretical model of market segmentation based on purchasing portfolios. Then, data mining techniques are applied to process a practical database in order to test the theory’s hypotheses, as well as illustrate for the model. As a result, the availability of segmentation is verified from a technical view and the practical significance of segmentation is confirmed from a marketing view. The result from data mining has shown four segments from the analysis of purchasing portfolios. These four segments cover most of the market, and remain over time. The segmentation is assessed from marketing view to be appropriate for practical application. Furthermore, there are three segments that are selected to be analyzed further. They represent three distinct purchasing behaviors. Three specific purchasing portfolios are built for each segment, which can be used to direct for marketing strategy.

Place, publisher, year, edition, pages
University of Borås/School of Business and IT , 2011.
Series
Magisteruppsats ; VT2011MF10
Keywords [en]
market segmentation, purchasing portfolio, customers basket
Keywords [sv]
data mining
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-20774Local ID: 2320/9092OAI: oai:DiVA.org:hb-20774DiVA, id: diva2:1312708
Available from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf