Exploring consumer purchasing behavior: Business insights for precision marketing

<p class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph; line-height: 120%; mso-pagination: none; layout-grid-mode: char; mso-layout-grid-align: none; punctuation-wrap: simple; text-autospace: none; margin: 12.0pt 0cm 6.0pt 0cm;"><span lang="EN-US" style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; line-height: 120%; font-family: 'Times New Roman',serif;">Understanding consumer purchasing behavior is crucial for businesses aiming to enhance customer engagement and optimize marketing strategies. In today’s digital economy, traditional marketing approaches are becoming less effective due to evolving consumer behaviors, the rise of online communities, and the widespread use of ad-blocking software. To remain competitive, businesses must adopt data-driven strategies to analyze consumer preferences and tailor their marketing efforts accordingly. Machine learning provides a powerful tool for predicting consumer purchasing behavior, enabling businesses to anticipate customer needs and implement targeted marketing campaigns. Previous studies have demonstrated the effectiveness of machine learning in consumer analysis, particularly in customer segmentation and purchase prediction. However, while much research focuses on technical model optimization, relatively few studies have applied machine learning specifically for marketing prediction and strategic decision-making. This study addresses that gap by leveraging machine learning to analyze consumer purchasing behavior and generate practical insights for marketing strategies and business applications. Using a dataset of 4680 transactions, we employ Generalized Linear Models (GLM), Logistic Regression, Random Forest, and XGBoost to predict repurchase behavior within a specified timeframe. Our objective is to provide practical implications for businesses, such as improving targeted promotions, refining customer segmentation, and enhancing demand forecasting.</span></p>