Título: | MULTIGENERATIONAL BEHAVIOR IN THE MULTIVERSE OF SUPERMARKET CHANNELS | ||||||||||||
Autor: |
BRUNO LEITE DE CASTRO GRIMALDI |
||||||||||||
Colaborador(es): |
JORGE BRANTES FERREIRA - Orientador |
||||||||||||
Catalogação: | 26/JUN/2023 | Língua(s): | PORTUGUESE - BRAZIL |
||||||||||
Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
||||||||||||
Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=63017&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=63017&idi=2 |
||||||||||||
DOI: | https://doi.org/10.17771/PUCRio.acad.63017 | ||||||||||||
Resumo: | |||||||||||||
Retail is in the age of big data and more and more information is being
generated about the customer journey. It is critical to store this buyer journey data
to better understand customers in order to maintain the relationship with them.
However, capturing data is just the first step, and analyzing this information is
essential to segment customers and offer what they want. Using a real customer
base (around 600,000 customers) of a large supermarket chain, this study aimed to
understand their behavior in terms of channels from cohorts of different generations
to determine unique purchases, total purchase spend , total unique items purchased
(destined products), and total items purchased. In addition, it also evaluates the
purchase behavior for own brand items and items from the supermarket s exclusive
supplier, with the aim of understanding these differences and enabling more
assertive actions in terms of CRM and marketing for the company. In analyzing the
data, it was found that WhatsApp was the most consistent channel. Baby Boomers
were more likely to use this channel, while Millennials and Generation Z were less
likely. The digital channel showed a difference only in terms of spending, and the
physical channel was preferred by Generation X and Baby Boomers. Xennials
showed behavior similar to Generation X and Generation Y.
|
|||||||||||||
|