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I Am Free to Be in a Grocery Store: Profiling Consumers’ Spending During Covid-19 Pandemic via Big Data Market Basket Analysis

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Francesco Smaldone

    (University of Salerno)

  • Mario D’Arco

    (University of Salerno)

  • Vittoria Marino

    (University of Sannio)

Abstract

The Coronavirus Disease 2019 (Covid-19) pandemic has forced individuals to modify their routine and lifestyle, pushing them into a different social, economic, cultural, political, and consumption reality. Restrictive actions preventing contagions, such as general lockdown and curfew, inevitably changed consumption models and behaviors. Against this backdrop, the current study aimed to investigate the Coronavirus pandemic's impact on consumption patterns by adopting Big Data Analysis (BDA) techniques, such as text mining, regression, and correlation analysis. Specifically, was analyzed a dataset comprising of 4.5 million transactional and textual data obtained from a supermarket chain, including large retailers and proximity stores, based in Salerno, Italy. Results pointed out relevant information for marketing practitioners concerning brand choice and family expenditures.

Suggested Citation

  • Francesco Smaldone & Mario D’Arco & Vittoria Marino, 2021. "I Am Free to Be in a Grocery Store: Profiling Consumers’ Spending During Covid-19 Pandemic via Big Data Market Basket Analysis," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad (ed.), Advances in National Brand and Private Label Marketing, pages 47-54, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76935-2_7
    DOI: 10.1007/978-3-030-76935-2_7
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