TY - THES A1 - Zambrana Colque, Kathia Karen T1 - Data Mining on the brick-and-mortar retailers N2 - In this research, we focus on consumer behavior by studying the theory of reasoned action and creating a survey. This theory states that consumers only take an action if their expectations are met and if the perceived norms and control over behavior are favorable. That is why this research focuses on consumer behavior and how it can be predicted, as well as on loyalty programs as a method of meeting consumer needs and as a means of collecting data. Y1 - 2020 UR - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:573-8745 CY - Ingolstadt ER -