Data mining and mall users profile

Marketing scholars have suggested a need for more empirical research on consumer response to malls, in order to have a better understanding of the variables that explain the behavior of the consumers. The segmentation methodology CHAID (Chi-square automatic interaction detection) was used in order t...

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Autores:: Romeo Delgado, Marina; Universidad de Barcelona
Codina Mata, Núria
Yepes Baldó, Montserrat
Pestana Montesinos, José Vicente
Guardia Olmos, Joan

Tipo de recurso:: Article of journal

Fecha de publicación:: 2012

Institución:: Pontificia Universidad Javeriana

Repositorio:: Repositorio Universidad Javeriana

Idioma:: spa

Description
Summary:	Marketing scholars have suggested a need for more empirical research on consumer response to malls, in order to have a better understanding of the variables that explain the behavior of the consumers. The segmentation methodology CHAID (Chi-square automatic interaction detection) was used in order to identify the profiles of consumers with regard to their activities at malls, on the basis of socio-demographic variables and behavioral variables (how and with whom they go to the malls). A sample of 790 subjects answered an online questionnaire. The CHAID analysis of the results was used to identify the profiles of consumers with regard to their activities at malls. In the set of variables analyzed the transport used in order to go shopping and the frequency of visits to centers are the main predictors of behavior in malls. The results provide guidelines for the development of effective strategies to attract consumers to malls and retain them there.

Data mining and mall users profile

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