AN ANALYSIS OF PREDICTING RETAIL CUSTOMER’S BEHAVIOUR USING ARTIFICIAL NEURAL NETWORKS

Abstract

The focus of this research is to examine how different demographic features affect consumer behaviour in brick-and-mortar stores via the use of intelligent modelling methodologies. In order to foretell how retail customers would behave given their demographic information, this research use artificial neural networks (ANNs). This investigation was conducted in the UK. Individuals' demographic information such as age, income, family size, favourite retail business, frequency of monthly shopping trips, and average monthly spending are all taken into consideration. Artificial Neural Networks, or ANNs for short, are designed to mimic the communication patterns of human brain cells by simulating the interactions between computer systems