A Consumer Behavior Analysis Framework toward Improving Market Performance Indicators: Saudi’s Retail Sector as a Case Study

Studying customer behavior and anticipating future trends is a challenging task, as customer behavior is complex and constantly evolving. To effectively anticipate future trends, businesses need to analyze large amounts of data, use sophisticated analytical techniques, and stay up-to-date with the latest research and industry trends. In this paper, we propose a comprehensive framework to identify trends in consumer behavior using multiple layers of processing, including clustering, classification, and association rule learning. The aim is to help a major retailer in Saudi Arabia better understand customer behavior by utilizing the power of big data analysis. The proposed framework is presented as being generalized to gain insight into the generated big data and enable data-driven decision-making in other relevant domains. We developed this framework in collaboration with a large supermarket chain in Saudi Arabia, which provided us with over 1,000,000 sales transaction records belonging to around 30,000 of their loyal customers. In this study, we apply our proposed framework to those data as a case study and present our initial results of consumer clustering and association rules for each cluster. Moreover, we analyze our findings to figure out how we can further utilize intelligence to predict customer behavior in clustered groups.