I Am Free to Be in a Grocery Store: Profiling Consumers’ Spending During Covid-19 Pandemic via Big Data Market Basket Analysis

Francesco Smaldone (), Mario D’Arco () and Vittoria Marino ()
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Francesco Smaldone: University of Salerno
Mario D’Arco: University of Salerno
Vittoria Marino: University of Sannio

A chapter in Advances in National Brand and Private Label Marketing, 2021, pp 47-54 from Springer

Abstract: Abstract The Coronavirus Disease 2019 (Covid-19) pandemic has forced individuals to modify their routine and lifestyle, pushing them into a different social, economic, cultural, political, and consumption reality. Restrictive actions preventing contagions, such as general lockdown and curfew, inevitably changed consumption models and behaviors. Against this backdrop, the current study aimed to investigate the Coronavirus pandemic's impact on consumption patterns by adopting Big Data Analysis (BDA) techniques, such as text mining, regression, and correlation analysis. Specifically, was analyzed a dataset comprising of 4.5 million transactional and textual data obtained from a supermarket chain, including large retailers and proximity stores, based in Salerno, Italy. Results pointed out relevant information for marketing practitioners concerning brand choice and family expenditures.

Keywords: Big data analysis; Covid-19; Large distribution centers; Market basket analysis; Retail industry; Text mining (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76935-2_7

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DOI: 10.1007/978-3-030-76935-2_7

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