Record Details


Field	Value

Title	Contextual Marketing Based on Customer Buying Pattern in Grocery E-Commerce: The Case of Bigbasket.com (India)

Creator	Nesya Vanessa; Universitas Indonesia Arnold Japutra; University of Western Australia

Subject	Contextual Marketing; Purchase Behavior; Customer Buying Pattern; E-commerce; Grocery E-Commerce; Big Data

Description	The objectives of this research are to identify customer purchase behavior, obtain the number of customer clusters, and form customer profile in order to find situation-based customer purchase be- havior pattern. From the given data, the RFM method and K-Means clustering are used to identify the customer purchase behavior and profiles. The result of this research showed that the customer clusters are formed differently in every product category based on the RFM value and K-Means clustering. There are also differences in peak hour for each customer cluster. The best time to deliver notifica- tions and personal messages is near the peak hour. Indeed, this matter is useful to create contextual marketing and targeted advertising that is designed based on customer cluster and purchase behavior.

Publisher	Management Research Center, Department of Management, Faculty of Economics and Business, U

Contributor	—

Date	2018-01-05

Type	Peer-reviewed Article

Format	application/pdf

Identifier	http://journal.ui.ac.id/index.php/amj/article/view/9286

Source	ASEAN Marketing Journal; Vol 9, No 1 (2017): June 2017; 56-67

Language	en

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