Learning customers’ purchasing behaviour through online games

Abstract

Today one of the most important challenges in customer knowledge management (CKM) is to know customer’s profile and buying pattern. It is very difficult to know why a customer buy or do not buy a product. Knowing a customer’s buying pattern and capturing this patterns gives opportunity to the top management of a company to make strategic planning, marketing strategies and decisions in meeting customers need in order to maximize profit for the company. In normal circumstances, customer knowledge management system analyzes transactional data in order to capture customers’ buying pattern. Every day E-business and E-shopping is growing enormously and there are tremendous potential customers surfing the net, where 217 million of this potential customers are playing online games every day. This research proposes an alternative way to capture customers’ buying pattern. An online game is developed to capture the customers’ buying pattern. The online game is able to do so by analyzing the choices made and their answers to quizzes while players are interacting with the game at the same time. This research employs a mixed-method approach that combines online survey, questionnaire and face-to face interviews for data collection process.