Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7255491 | Technological Forecasting and Social Change | 2018 | 11 Pages |
Abstract
The present study sought to fill the research gap by using Big Data analytics to analyze approximately 44,000 point-of-sale transaction records for 26,000 customers of a Taiwanese retail store to understand how consumer personality traits relate to the country-of-origin (COO) traits (brand personality) of beer brands, and to predict potential customer lifetime value (CLV). The findings revealed that consumers tend to purchase and co-purchase brands with traits similar to their own personality traits (i.e., Japan-peacefulness, Belgium-openness, Ireland-excitement, etc.). Significantly, customers with the group of personality traits associated with “peacefulness” and “openness” were the most profitable customers among the five analyzed clusters (CLV value = 0.3149, 0.2635). The study provides valuable new insights into COO brand personality and consumer personality traits with co-purchase behaviors via data mining techniques, and highlights the value of extending CLV in developing useful marketing strategies.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Lan-Lung (Luke) Chiang, Chin-Sheng Yang,