Preprint Article Version 1 This version is not peer-reviewed

The Sales Behavior Analysis and Precise Marketing Recommendations of FMCG Retails Based on Geography Methods

Version 1 : Received: 17 November 2017 / Approved: 17 November 2017 / Online: 17 November 2017 (17:15:34 CET)

How to cite: Wang, L.; Fan, H.; Gong, T. The Sales Behavior Analysis and Precise Marketing Recommendations of FMCG Retails Based on Geography Methods. Preprints 2017, 2017110115 (doi: 10.20944/preprints201711.0115.v1). Wang, L.; Fan, H.; Gong, T. The Sales Behavior Analysis and Precise Marketing Recommendations of FMCG Retails Based on Geography Methods. Preprints 2017, 2017110115 (doi: 10.20944/preprints201711.0115.v1).

Abstract

With the rapidly increasing of people’s purchasing power, the fast moving consumer goods (FMCG) industry is supposed to grow dramatically. In order to gain more market access and profile, it is important for the FMCG manufacturers and retailers to find the preferences and provincial characteristics of consumers, to develop more suitable goods distribution strategy. Based on retails marketing data with geographic characteristics, this paper proposes a new combination of geography methods to solve the problems in distribution of FMCG. Via multiple K-means clustering and cross validation of KNN half off, the mesoscopic sales features are extracted through the classification of retails, which can indirectly grasp the consumer behavior characteristics. Based on space division and Moran’ I spatial autocorrelation arithmetic, two strategies are developed to satisfy consumer’s needs and promote sales, including conservative and positive strategies. According to our analysis, the total sales volume of the regions will increase by 5.1% and 10.3%. This study can be applied to the provide purchase strategies for FMCG retails according to their locations. The research can explore the consumption potential of different areas, thus improving the profile of retails and the development of economy in more mesoscopic scale.

Subject Areas

FMCG; retail sales; geography methods; mesoscopic sales features; goods distribution strategy; development of economy

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