1. A behavior prediction apparatus comprising: an area attribute database which stores area attributes of each of a plurality of areas in an activity area of customers; an inter-area attribute database which stores inter-area attributes between two areas; a behavior history database which stores behavior history of the customers in the activity area; a movement frequency database generator which generates a movement frequency database representing a movement frequency between the two areas on the basis of the behavior history database; and a movement frequency model estimator which estimates a value of a parameter in a movement frequency model having area attributes and inter-area attributes as its input and a movement frequency as its output.