Ứng dụng kỹ thuật khai phá dữ liệu nghiên cứu hành vi khách hàng theo nhịp sinh học trong tiếp thị trên điện thoại trong dự án bất động sản tại Thành phố Hồ Chí Minh

Abstract

The most vital factor in Vietnam’s real estate marketing is the effective exchange of product information between vendors and customers. The purpose of this paper is to reveal the relationship between customer biological rhythms and their behaviors after that suggest a new solution. There were 1212 telephone surveys used in this research; of which, 862 were analyzed to develop a new marketing solution and 350 were used to test the suggested solution in the project. Therefore, the biological rhythms of customers played the most important role made up 100 points for each group of purchasers. After that, the paper proposed that the consumers should be called by the telesales representative in three periods (9:00-10:00, 10:00-11:00, and 14:30-15:30). The result of this research showed that the total percentage of effective marketing in the suggestive solution has been 2,5 times as high as one in the traditional method was used by the corporation.