Customers' Behavior Analysis Before and During the Chinese New Year: An Empirical Study from A Supermarket in Taiwan

This study intends to use the transaction data from a database of a supermarket to analyze customers' behaviors for the Chinese new year holiday empirically. The database of a supermarket branch store was analyzed to know whether or not customers behave statistically different based on purchase frequencies and money spent. The results show that both male and female customers increase their money spent on the preparation for the Chinese new year holiday. Customers with different age groups spend differently in general. Moreover, vegetables and fruits and seafood are the most purchased items on the preparation for the Chinese new year holiday, whereas fresh meat reaches the peak during the Chinese new year holiday. Understanding customer behaviors enables supermarket management to prepare the merchandize items earlier so as to meet various customer needs for the Chinese new year holiday.