Promotion-aware purchase decision aid for consumers

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2016
Akhüseyinoğlu, Kamil
Grocery shopping has become more complicated in recent years, since savings related concerns have made it harder to select what to buy and where to buy, which in turn results in consumers fulfilling their grocery needs by visiting more than one store. Moreover, consumers are exposed to numerous promotions of different types such as in-store and credit card promotions. Therefore, consumers are in need of help regarding promotion-aware purchase decision making. The main purpose of this research is to aid consumers in satisfying their needs. The proposed solution is designed to be used by consumers in the pre-purchase planning phase. A novel contribution of the study is the inclusion of credit card promotions into the purchase decision process. The proposed solution is customer centric, and provides shopping alternatives to the consumers by using their preferences and pre-defined shopping lists. The model proposes a purchase prediction model to predict the frequency of shopping and the average shopping amount using the past purchases of a consumer. The goal of the model is not to identify the best alternative, but instead to provide a ranked list of alternatives by using the PROMETHEE II outranking method, in order to aid the decision. The model also helps consumers to follow-up on promotions effortlessly by using a workflow engine. A mobile prototype application is developed to demonstrate the applicability of the proposed model. Then, the promotion based purchase problem is defined as an Integer Linear Programming (ILP) problem and the model is evaluated against the optimum results on a given real-life test data set. The results indicate that the model helps consumers obtain 62.22% of the optimum total credit card promotion bonuses available in the test data set.

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Citation Formats
K. Akhüseyinoğlu, “Promotion-aware purchase decision aid for consumers,” M.S. - Master of Science, Middle East Technical University, 2016.