IDENTIFYING CUSTOMER BUYING PATTERNS USING MARKET BASKET ANALYSIS
https://doi.org/10.55452/1998-6688-2021-18-3-95-101
Abstract
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.
About the Author
K. Rakhmanaliyeva
Kazakh-British technical university
Russian Federation
Russian Federation
050000, Almaty
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Review
For citations:
Rakhmanaliyeva K. IDENTIFYING CUSTOMER BUYING PATTERNS USING MARKET BASKET ANALYSIS. Herald of the Kazakh-British technical university. 2021;18(3):95-101. https://doi.org/10.55452/1998-6688-2021-18-3-95-101
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