Data mining technique: Towards supporting local co-operative society in customer profiling, market analysis and prototype construction

Abstract

Customer trends is important to assist organization to recognize opportunities, improve sales and provide valuable information on market conditions hence help marketing of the business. This study conducted in local co-operative society, an organization that carries out credit activities and provides financial services such as loans and insurances to the customers. The problem faced by this organization is underutilized existing database to understand customer trends. The study intent to identify customer profiles using suitable data mining techniques hence assist to understand customer buying trends for market analysis purposes. Findings and analysis shows that association is the suitable technique to understand customer buying trends. The results of using association technique has provide significance to uncover customer buying trends to structure promotions, increase cross-selling or anticipate demand.