Consumer behavior analysis and customer segmentation Budgetary Control Operations Using the RFM model

Abstract

This study aims to analyze and segment customers using the RFM model on longitudinal data from a British online retailer specializing in gifts and household goods. The retailer, headquartered in the USA, has customers in various countries, including France, Germany, and Australia, with a focus on the UK. It employs a dual business model, selling to individuals and wholesale to other retailers. The study results in the following customer segments: The article analyzes how public institutions execute these operations—performed in addition to their core missions—and investigates the associated budgetary control mechanisms. The findings indicate that while off-budget operations benefit from certain flexibilities, such as exemptions from prior budgetary visas for specific outlays, they remain strictly bound by competition rules and public procurement regulations, as well as rigorous ex-post audits. Furthermore, the study highlights a legislative shift in revenue distribution; the legislator has moved from emphasizing individual incentives toward strengthening institutional self-financing (60% share). This shift underscores a profound and integrated financial and accounting relationship between budgetary and off-budget frameworks.