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Title: Data mining and mall users profile
Author: Romeo Delgado, Marina
Yepes i Baldó, Montserrat
Codina, Núria (Codina Mata)
Pestana, José Vicente
Guàrdia Olmos, Joan
Keywords: Conducta dels consumidors
Centres comercials
Mineria de dades
Consumer behaviour
Shopping centers
Data mining
Issue Date: 2013
Publisher: Pontificia Universidad Javeriana
Abstract: 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.
It is part of: Universitas Psychologica, 2013, vol. 12, num. 1, p. 195-207
ISSN: 1657-9267
Appears in Collections:Articles publicats en revistes (Psicologia Social i Psicologia Quantitativa)

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