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Exploring Toy and Game Trends in Supermarket Baskets: Cart analysis and consumer behaviour
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| 1.22 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The practice of promoting toys and games with fast food in fast-food chains has gained attention due to its significant impact on children's food preferences and associated health issues. The lack of academic research aligned with the global rise in childhood obesity, reaching 19.7% in 2021 and affecting about 14.7 million children and adolescents in the United States, revealed the importance of studying the linkage between purchasing toys and games with unhealthy food choices. Using CRISP-DM methodology with supermarket transaction data, the data revealed that 3% of shopping carts contain toys purchased along with other supermarket products, and that carts with toys have a higher average of healthier products. Examining the customer behavior dataset, customers with both babies and juniors were likely to be "Practical Parents", prioritizing day to day products over promotions. Furthermore, all families with kids do not tend to purchase as loyal but instead most occasionally and always take a medium quantity of products. Thus, for families with babies it is most common that they will return to the supermarket in a higher frequency and take a medium amount of shopping. Thus, the analysis also identifies distinct patterns in shopping carts with normal toys and collectable premium toys suggesting that people that purchase collectable premium toys, spend less money but buy products.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Basket Analysis Consumer behaviour Toys and games Shopping Shopping cart Public Health SDG 3 - Good health and well-being SDG 4 - Quality education SDG 8 - Decent work and economic growth