kaz29Вестник Казахстанско-Британского технического университетаHerald of the Kazakh-British Technical University1998-66882959-8109Казахстанско-Британский Технический Университет10.55452/1998-6688-2021-18-3-95-101kaz29-109Research ArticleФИЗИКО-МАТЕМАТИЧЕСКИЕ И ТЕХНИЧЕСКИЕ НАУКИPHYSICAL, MATHEMATICAL AND TECHNICAL SCIENCESПРИМЕНЕНИЕ АНАЛИЗА РЫНОЧНОЙ КОРЗИНЫ ДЛЯ ОПРЕДЕЛЕНИЯ МОДЕЛИ ПОКУПОК КЛИЕНТОВIDENTIFYING CUSTOMER BUYING PATTERNS USING MARKET BASKET ANALYSISРахманалиеваК.RakhmanaliyevaK.

050000, Алматы

050000, Almaty

Казахстанско-Британский технический университетРоссияKazakh-British technical universityRussian Federation20210511202118395101Copyright © Рахманалиева К., 20212021Рахманалиева К.Rakhmanaliyeva K.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.kbtu.edu.kz/jour/article/view/109

Анализ рыночной корзины — это подход, который определяет силу связи между парами продуктов, которые покупают клиенты, и может определять закономерности совместного появления. Основная цель - определить покупательское поведение клиентов и спрогнозировать следующую покупку. Это может помочь компаниям увеличить объем перекрестных продаж.

Для создания ассоциативных правил алгоритм Apriori использует часто покупаемые наборы предметов. Он основан на идее, что подмножество часто покупаемых товаров также является часто покупаемым товаром. Если значение поддержки часто приобретаемого набора предметов превышает минимальный порог, выбирается набор предметов. В этой статье рассматриваются преимущества внедрения анализа рыночной корзины, алгоритмы, применяемые в этой методике, и способы выявления моделей покупательского поведения клиентов.

Market Basket Analysis (MBA) is an approach that finds the strength of association between pairs of products that customers buy and can determine patterns of co-occurrence. The main aim of MBA is to determine customer buying behavior and predict next purchase. It can help companies to increase cross-selling.

To generate association rules, the Apriori algorithm employs frequently purchased item-sets. It is based on the idea that a frequently purchased item’s subset is also a frequently purchased item. If the support value of a frequently purchased item-set exceeds a minimum threshold, the item-set is chosen. This paper observes the advantages of implementing MBA, algorithms that applies in this technique and ways to identify customer buying patterns.

Анализ рыночной корзиныалгоритм априориправило ассоциацииMarket Basket AnalysisApriori algorithmassociation ruleco-occurrenceReferencesMargaret Rouse Market Basket Analysis, https://searchcustomerexperience.techtarget.com/definition/marketbasket-analysisMargaret Rouse Market Basket Analysis, https://searchcustomerexperience.techtarget.com/definition/marketbasket-analysisA.Trnka Market basket analysis with data mining methods: Six sigma methodology improvement ICNIT 2010 - 2010 International Conference on Networking and Information Technology, 2010A.Trnka Market basket analysis with data mining methods: Six sigma methodology improvement ICNIT 2010 - 2010 International Conference on Networking and Information Technology, 2010Kaur, Manpreet Kang, Shivani Market Basket Analysis: Identify the changing trends of market data using association rule mining Procedia Computer Science, 2016Kaur, Manpreet Kang, Shivani Market Basket Analysis: Identify the changing trends of market data using association rule mining Procedia Computer Science, 2016Raeder, Troy Chawla, V. Nitesh. Market basket analysis with networks Social Network Analysis and Mining, 2011Raeder, Troy Chawla, V. Nitesh. Market basket analysis with networks Social Network Analysis and Mining, 2011Borgelt, Christian Frequent item set mining Wiley Interdisciplinary Reviews: Data Mining and Knowledge Discovery, 2012Borgelt, Christian Frequent item set mining Wiley Interdisciplinary Reviews: Data Mining and Knowledge Discovery, 2012Kronberger, Gabriel Affenzeller, Michael Market basket analysis of retail data: Supervised learning approach Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 2012Kronberger, Gabriel Affenzeller, Michael Market basket analysis of retail data: Supervised learning approach Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 2012F. Ivan. Videla-Cavieres, A. R´ Sebastian ´ıos Extending market basket analysis with graph mining techniques: A real case Expert Systems with Applications Volume 41, Issue 4, Part 2, March 2014, Pages 1928-1936F. Ivan. Videla-Cavieres, A. R´ Sebastian ´ıos Extending market basket analysis with graph mining techniques: A real case Expert Systems with Applications Volume 41, Issue 4, Part 2, March 2014, Pages 1928-1936Maliha Hossain, A H M Sarowar Sattar, Mahit Kumar Paul Market basket analysis Using Apriori and FP Growth Algorithm 22nd International Conference on Computer and Information Technology (ICCIT), 2019Maliha Hossain, A H M Sarowar Sattar, Mahit Kumar Paul Market basket analysis Using Apriori and FP Growth Algorithm 22nd International Conference on Computer and Information Technology (ICCIT), 2019Videla-Cavieres, F. R´Ivan ıos, A.´ Sebastian. Extending market basket analysis with graph mining techniques: A real case Expert Systems with Applications, 2014Videla-Cavieres, F. R´Ivan ıos, A.´ Sebastian. Extending market basket analysis with graph mining techniques: A real case Expert Systems with Applications, 2014What is the Apriori algorithm? https://www.educative.io/edpresso/whatis-the-apriori-algorithmWhat is the Apriori algorithm? https://www.educative.io/edpresso/whatis-the-apriori-algorithmLynsey McColl, Market Basket Analysis: Understanding Customer Behaviour https://select-statistics.co.uk/blog/market-basket-analysisunderstanding-customer-behaviour/Lynsey McColl, Market Basket Analysis: Understanding Customer Behaviour https://select-statistics.co.uk/blog/market-basket-analysisunderstanding-customer-behaviour/Apriori Algorithm In Data Mining: Implementation With Examples https://www.softwaretestinghelp.com/apriori-algorithm/Apriori Algorithm In Data Mining: Implementation With Examples https://www.softwaretestinghelp.com/apriori-algorithm/Online Retail Data Set https://archive.ics.uci.edu/ml/datasets/online+retailOnline Retail Data Set https://archive.ics.uci.edu/ml/datasets/online+retail

The authors declare that there are no conflicts of interest present.