Challenges in Using Big Data for Analyzing Consumer Behavior

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Muenjit Jitsoonthronchaikul
Chirawut Lomprakhon
Walee Herabut
Surachada Chuerdbunmueng
Thong Benjasri


This research examined the use of big data in consumer behavior by focusing on the critical local marketing strategies of local modern trade businesses and store, and how to response customer needs and customer satisfaction. Methodologies are studied on questionnaires and in-depth interviews, using both qualitative and quantitative methods, which are employed to study consumer purchasing behavior in two provinces, namely Ratchaburi and Phuket. Finding that location factor influences with consumer purchasing both type of product, quantity of purchasing, and including a high positive opinion of consumer regarding on the convenience and variety of products for shopping at the local convenience store. Data analysis on consumer purchasing can create competitive advantage in business and increase in customer satisfaction as well. It is the fact that big data are very important tool for predictive consumer behavior model in the future. It can revolutionize in the local modern trade market based on the power of data analysis.

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Jitsoonthronchaikul, M. ., Lomprakhon, C. ., Herabut, W. ., Chuerdbunmueng, S. ., & Benjasri, T. . (2019). Challenges in Using Big Data for Analyzing Consumer Behavior. Connexion: Journal of Humanities and Social Sciences, 8(2), 63–76. Retrieved from
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