Drawing association rules between purchases and in-store behavior: an extension of the market basket analysis

Julien Schmitt

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Shopping behavior is often exclusively studied through consumer purchases, since they are an easily measurable ouput. Still, the observation of in-store physical behavior (paths, moves and actions) is crucial, as is the quantification of its impact on purchases. Using an innovative PDA tool to precisely record and time stamp consumer’s moves and gestures, we extend the classical Market Basket Analysis (MBA) by integrating this new kind of information. We draw associations not only from purchases but also from in-store consumer moves and actions. We compare results of our new method with classical MBA results and show a significant improvement.
Original languageEnglish
Title of host publicationProceedings of the 38th European Marketing Academy Conference (EMAC)
Publication statusPublished - 2009

Fingerprint

Purchase
Market basket analysis
Association rules
Shopping behavior
Quantification

Cite this

Schmitt, J. (2009). Drawing association rules between purchases and in-store behavior: an extension of the market basket analysis. In Proceedings of the 38th European Marketing Academy Conference (EMAC)
Schmitt, Julien. / Drawing association rules between purchases and in-store behavior : an extension of the market basket analysis. Proceedings of the 38th European Marketing Academy Conference (EMAC). 2009.
@inproceedings{8544604fd7dc455eabfb31f0a9fd8002,
title = "Drawing association rules between purchases and in-store behavior: an extension of the market basket analysis",
abstract = "Shopping behavior is often exclusively studied through consumer purchases, since they are an easily measurable ouput. Still, the observation of in-store physical behavior (paths, moves and actions) is crucial, as is the quantification of its impact on purchases. Using an innovative PDA tool to precisely record and time stamp consumer’s moves and gestures, we extend the classical Market Basket Analysis (MBA) by integrating this new kind of information. We draw associations not only from purchases but also from in-store consumer moves and actions. We compare results of our new method with classical MBA results and show a significant improvement.",
author = "Julien Schmitt",
year = "2009",
language = "English",
booktitle = "Proceedings of the 38th European Marketing Academy Conference (EMAC)",

}

Schmitt, J 2009, Drawing association rules between purchases and in-store behavior: an extension of the market basket analysis. in Proceedings of the 38th European Marketing Academy Conference (EMAC).

Drawing association rules between purchases and in-store behavior : an extension of the market basket analysis. / Schmitt, Julien.

Proceedings of the 38th European Marketing Academy Conference (EMAC). 2009.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

TY - GEN

T1 - Drawing association rules between purchases and in-store behavior

T2 - an extension of the market basket analysis

AU - Schmitt, Julien

PY - 2009

Y1 - 2009

N2 - Shopping behavior is often exclusively studied through consumer purchases, since they are an easily measurable ouput. Still, the observation of in-store physical behavior (paths, moves and actions) is crucial, as is the quantification of its impact on purchases. Using an innovative PDA tool to precisely record and time stamp consumer’s moves and gestures, we extend the classical Market Basket Analysis (MBA) by integrating this new kind of information. We draw associations not only from purchases but also from in-store consumer moves and actions. We compare results of our new method with classical MBA results and show a significant improvement.

AB - Shopping behavior is often exclusively studied through consumer purchases, since they are an easily measurable ouput. Still, the observation of in-store physical behavior (paths, moves and actions) is crucial, as is the quantification of its impact on purchases. Using an innovative PDA tool to precisely record and time stamp consumer’s moves and gestures, we extend the classical Market Basket Analysis (MBA) by integrating this new kind of information. We draw associations not only from purchases but also from in-store consumer moves and actions. We compare results of our new method with classical MBA results and show a significant improvement.

M3 - Conference contribution

BT - Proceedings of the 38th European Marketing Academy Conference (EMAC)

ER -

Schmitt J. Drawing association rules between purchases and in-store behavior: an extension of the market basket analysis. In Proceedings of the 38th European Marketing Academy Conference (EMAC). 2009