Experiment and Modeling of Consumer Behavior Analysis by Using Shopping Path Data

2014 Fiscal Year Final Research Report

• Project/Area Number: 22243033
• Research Category: Grant-in-Aid for Scientific Research (A)
• Allocation Type: Single-year Grants
• Section: 一般
• Research Field: Business administration
• Research Institution: Kansai University
• Principal Investigator: YADA Katsutoshi 関西大学, 商学部, 教授 (00298811)
• Co-Investigator(Kenkyū-buntansha): KAWAKAMI Tomoko 関西大学, 商学部, 教授 (10330169) ; NAKAHARA Takanobu 専修大学, 商学部, 講師 (60553089)
• Co-Investigator(Renkei-kenkyūsha): ICHIKAWA Kouhei 奈良先端科学技術大学院大学, 情報科学研究科, 准教授 (90511676) ; NISHIOKA Kenichi 関西大学, 商学部, 准教授 (40553897) ; TAKAI Keiji 関西大学, 商学部, 准教授 (20572019)
• Project Period (FY): 2010-04-01 – 2015-03-31
• Keywords: 経営学 / 経営情報 / データマイニング

Outline of Final Research Achievements

The purpose of this research is to provide a model of consumer behavior which presents the relationship between consumer's in-store movement and purchasing behavior. We integrate customer's purchase history data with shopping path data which is consumer's in-store movement data in a retailer and then present various theoretical models such as customer's behavior model based on a string analysis, a time-series model of customer's movement and so on. Actually we implemented some marketing promotions in the real retailer based on our findings and achieved good sales performance. In conclusion we present a comprehensive framework of shopping path research based on these findings. We show significant implications for retail business and some theoretical contributions in marketing.

Free Research Field

社会科学