Towards Better Understanding for Consumer Personalization in Marketing

Jincheng Wang () and Yihui Sun
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Jincheng Wang: Hainan University, Financial Management
Yihui Sun: University of Surrey, Accounting and Finance

A chapter in Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024), 2024, pp 230-241 from Springer

Abstract: Abstract The purpose of this study is to explore the role of customer attributes in explaining customer consumption preferences. Through the different personal situation of customers, the consumption choice of customers is classified and discussed. Specifically, the annual household income, the customer’s education background, age, marital status and whether there are minors in the family have different degrees of influence on the consumption type of the customer. This can effectively help enterprises classify different ideal customer groups. This study used SPSS auxiliary research data. The practical problems are studied by statistical methods such as multiple linear regression analysis, factor analysis and normal test. Through them to the subject questions to carry out data interpretation and answer. Three conclusions are drawn from our research: 1. The difference between high and low household annual income will affect customers’ consumption choices. 2.The differences in education, age and marital status will affect the annual household income of customers and thus affect their consumption. 3.Whether there are minors at the customer’s home will affect the expenditure of wine and sweet. This study provides new insights into enterprise personalization analysis. It is helpful for enterprises to formulate marketing strategies and realize precise operation when facing different customers. Carry out different personalized services for different customer groups. The limited resources will be allocated to customers with different personalities to achieve the maximum benefit.

Keywords: Customer personalized classification 1; Household annual income 2; Customer attributes 3; Consumption type 4 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-408-2_27

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