第一部分：内容提要
- External factors
Based on database founded from GMID (2012), store-based market in Australia for 2011 has been increased during past six years. Westfarmers, Woolworths, Metcash and Myer are the biggest players in Australian market. Westfarmers whose market share occupies 20% is one of the largest Australian public companies and retailers including Coles, Kmart and Officeworks. Besides, Woolworths, which provides groceries, liquor, electronic and mass merchandise, leads to an increase in their market share to 10.3%. Another wholesaler market is Metcash Trading which comprising IGA Distribution, Campbell’s Wholesale, Mitre 10 and Australian Liquor Marketers (ALM) only account nearly 5.3%.
根据全球市场信息数据库GMID（2012年）统计，2011年的澳大利亚仓库储备市场在过去的6年得到提高。Westfarmers （西农集团）, Woolworths（沃尔沃斯）, Metcash 和 Myer（玛雅百货公司）是澳大利亚市场最大的玩家。Westfarmers其市场份额占据20％，并且是澳大利亚最大的上市公司和零售商，包括超市、凯马特和办公室工作。除此之外，Woolworths提供杂货，酒，电子及大众商品，导致其市场份额增加至10.3％。另一个批发商市场是Metcash贸易，其中包括IGA分布，Campbell (罐头)的批发，MITRE10和澳大利亚酒类营销（ALM）仅占近5.3％。
- Internal factors
According to statistic table, most of transactions at JMart are purchased by JFlys customers. Furthermore, it is represented the difference amount purchased between loyal and regular customers which is greater than $10. Thus, the hypothesis testing is used to prove this issue. As a result, the program is reported to be successful since there is adequate evidence to suggest that JFIys members tend to spend more than regular buyers by more than $10 per transaction.
据统计表格，JMart的大部分交易是由JFlys客户购买。此外，它是代表忠诚和熟客之间，大于10美元购买量的差异。因此，假设检验用来证明此问题。其结果是，该计划是成功的，因为有足够的证据表明，在每笔交易上，JFIys成员往往要花费比普通购买者的多花10美元以上。
In the other hand, when evaluating JMart’s customers’ spending habits based on payment method, more items are bought by credit cards than by cash. However, this issue is denied by the hypoth esis testing due to lack of proof. Therefore, customers paying by cash purchase more items than buyers using credit cards.
在另一方面，更多的项目进行评估时，根据付款方式JMart客户的消费习惯，更多的是用信用卡购买而不是现金。然而，这个问题由于缺少证据被假设检验否认。因此，客户购买多件商品是用现金支付而不使用信用卡。
In addition, gender is another feature used to asses customers’ buying behaviours at JMart.
As stated statistic, the amount of money spent by female customers is much more than buyers who are male. It is valid as there is sufficient evidence to conclude that female customers spend more money for each transaction than male do in relation to hypothesis testing.
另外，在JM艺术上，性别是用来评估消费者购买行为的另一个特点。
如上述统计，女性顾客所花费金钱的数量远远超过男性消费者。有足够的证据有效的证明得出结论，涉及到假设检验女性消费者为每个交易比男性花费更多的钱。
Moreover, marital status is also become an internal aspect to be looked at. According to descriptive statistics, married customers tend to purchase less number of items than single customers. Conversely, the hypothesis testing states that there is no enough proof to accept this issue.
此外，婚姻状况，也成为加以研究内部方面。根据描述性统计，已婚的消费者比单身消费者倾向购买更少的商品数。相反，假设检验的表明没有足够的证据接受这个问题。
In order to understand JMart’s customer shopping habits in detail, another issue to be compared is number of items purchased by customers’ gender. Despite the fact that female customers spend much money per transaction, the number of items they bought is not as much as male customers purchased, which is proved by the hypothesis testing.
为了详细的了解JMart的顾客的购物习惯，进行比较的另一个问题是客户的性别所购买的物品的数量。尽管事实是，女性顾客每笔交易花更多的钱，但是她们购买的商品数量却不和男性消费者一样多，这是假设检验证明的结果。
Recommendations : 建议
Although JFlys program is successful, other incentives should be considered to encourage
regular customers to spend more. In particular, JMart should establish monthly discounting
weekend when regular customers are willing to spend more money. Additionally, some appealing JFIys rewards from accumulated transaction points have to be offered to persuade regular customers to spend more and become JFIys members.
虽然JFlys计划是成功的，也应该考虑其他优惠政策鼓励老顾客消费更过的金钱。特别是，当熟客都愿意花更多的钱时，JMart应建立周末每月折扣。此外，有些吸引人JFIys的奖励从累计交易点有，提供定期说服客户多花钱，成为JFIys会员。
Due to the fact that customers paying by cash purchased more number of items than customers using credit cards, JMart should offer some benefits from credit cards payment method. For example, providing PayPass secure payment system that access customers to pay easily and instantly. Furthermore, rewards such as double points earned per dollar spent, no fees charged or 10 percent discount for every 5 items purchased should be offered to motivate customers paying by credit cards.
对信用卡消费提供更多的益处，提供PayPass的安全支付系统，访问客户付轻松瞬间。此外，每花费一美元，赚取双倍积分奖励，如收取任何费用或10％的折扣购买每5项应给予鼓励客户通过信用卡支付。
Female customers spend more money for each transaction than male buyers, which is also another issue should be considered. In order to encourage male customers to spend more,JMart should establish some promotions that please male customers. For instance, offering some coupons for man’s products on special event such as father’s day. In addition, personal selling communication is effective efforts to persuade men to spend more money.
针对男性消费者提供优惠劵。
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