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

Julien Schmitt

Research output: Contribution to journalArticle

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 (path, 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 consumers' moves and actions, we extend the classical Market Basket Analysis (MBA) by integrating this new information: associations between product categories are measured not only from purchases but also from consumer physical behavior. We compare results of our new method with classical MBA results and show a significant improvement.
Original languageEnglish
Pages (from-to)899-901
Number of pages3
Journal[North American] Advances in Computer Research
Volume37
Publication statusPublished - 2010

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