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 publication

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

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