Market basket analysis – a data mining application in Indian retailing
by M. Hemalatha
International Journal of Business Information Systems (IJBIS), Vol. 10, No. 1, 2012

Abstract: Data mining has become a widely accepted process for organisations to enhance their organisational performance and gain a competitive advantage. Because the data mining process is a relatively new concept, it has been defined in various ways by various authors in the recent past. Data mining allows managers to make more knowledgeable decisions by predicting future trends and behaviours. One of the most widely used areas of data mining for the retail industry is in marketing. Market basket analysis is a marketing method used by many retailers to determine the optimal locations to promote products. The market basket is defined as an item set bought together by a customer on a single visit to a store. The market basket analysis is a powerful tool for the implementation of cross-selling strategies. This article has defined market basket analysis as a data mining tool used to extract important information from existing data and enable better decision making throughout an organisation. This article specifically focuses on the application of market basket analysis a data mining tool in Indian retail industries.

Online publication date: Sat, 16-Aug-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com