文章基本信息

标题：Customer basket heterogeneity: how to measure it and some possible business applications
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作者：Ruben Nicolas-Sans ; Daniel González Ibáñez
期刊名称：Economic Research
印刷版ISSN：1331-677X
出版年度：2021
卷号：34
期号：1
页码：2572-2592
DOI：10.1080/1331677X.2020.1835518
出版社：Juraj Dobrila University of Pula, Department of Economics and Tourism 'Dr. Mijo Mirkovic'
摘要：Companies offering a wide range of products may have an interest in measuring the degree of diversity of their clients’ shopping baskets as an indicator of consumer behaviour. Customers buying a wide range of products are somehow more dependent on the business and their switching costs might be higher compared to others that only buy a small number of products from your catalogue. We aim to provide companies with a tool to measure how heterogeneous their clients are in terms of the composition of their shopping basket. First, the objective of this paper is to take advantage of some approaches used in other fields to create a new measurement. Second, we will show some possible applications of this indicator in a business context. We consider that a client with low heterogeneity is not highly dependent on the business and is more likely to defect. To check if this intuition is true, we will test the dependence of heterogeneity and churn with real data. By proving our hypothesis, we will be potentially enriching churn models with a new explanatory variable, and we could prevent the defection of those clients scoring low heterogeneity by making the appropriate marketing decisions.
关键词：Shopping basket heterogeneity ; churn ; customer behaviour ; hypothesis testing ; market basket analysis