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Dmart Customer behaviour Observation

  • Unique Paper ID: 179520
  • Volume: 11
  • Issue: 12
  • PageNo: 6666-6671
  • Abstract:
  • Background: Understanding customer purchase behaviour is critical for retail chains like Dmart to optimize inventory management, personalize marketing strategies, and improve customer satisfaction. Despite Dmart’s rapid expansion across India, there is limited research on the specific drivers of customer engagement and spending patterns within its stores. Objective: This study aims to analyse transactional data from Dmart to identify the key factors influencing customer purchase behaviour, segment customers into distinct profiles, and develop predictive models for future purchase likelihood and customer lifetime value (LTV). Methods: We utilized a dataset comprising 100,000 anonymized transactions recorded over a 12 month period. After pre-processing (handling missing values, encoding categorical variables, and normalizing continuous features), we conducted descriptive statistical analysis to characterize demographic and behavioural patterns. K means clustering was applied to segment customers based on Recency, Frequency, and Monetary (RFM) metrics, and one hot encoded categorical attributes (e.g., State, City, Payment Method). Predictive modelling employed gradient boosting regression to forecast LTV and logistic regression to predict repeat purchase probability, with model performance evaluated using RMSE, AUC-ROC, and cross validation. Results: Four customer segments emerged: “High Value” (22% of customers, high frequency and spend), “Discount Seekers” (18%, high sensitivity to promotions), “Occasional Shoppers” (35%, low frequency, moderate spend), and “One Time Buyers” (25%). The LTV model achieved an RMSE of $12.50 and the repeat purchase model yielded an AUC-ROC of 0.82. Key drivers of repeat purchases included Discount Percentage, Time Spent on Website. Conclusion: Tailored marketing strategies—such as targeted discounts for “Discount Seekers” and loyalty rewards for “High Value” customers—can significantly enhance engagement and revenue at Dmart. Implementing these insights can help Dmart allocate promotional budgets more effectively and improve overall customer retention.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 12
  • PageNo: 6666-6671

Dmart Customer behaviour Observation

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