Identificação do perfil do consumidor: um estudo de caso na loja And Store

Abstract

This study investigated consumer behavior at the And Store store, giving a deeper understanding its target audience, with the aim of identifying consumer profiles. An approach was adopted that combined data collection and processing with the application of the K-means statistical technique, in order to offer a detailed and segmented view of consumers’ purchasing behaviors. The K-means technique was applied using Weka, a data analysis platform with a simple and intuitive interface. The results presented showed the identification of 9 distinct clusters, each one characterizing a specific consumer profile. The conclusion showed a solid and promise business strategies for the future.