Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing
Businesses overcome with a high degree of competition that necessitates customer-focused strategies in most industries. In a digitalized business environment, the implementation of such strategies often requires the analysis of customer data. Market basket analysis is a well-known method in marketin...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Istanbul University
2021-06-01
|
| Series: | Alphanumeric Journal |
| Subjects: | |
| Online Access: |
http://alphanumericjournal.com/media/Issue/volume-9-issue-1-2021/market-basket-analysis-of-basket-data-with-demographics-a-ca_3eRFE34.pdf
|
| _version_ | 1797923786077503488 |
|---|---|
| author | Ural Gökay Çiçekli İnanç Kabasakal |
| author_facet | Ural Gökay Çiçekli İnanç Kabasakal |
| author_sort | Ural Gökay Çiçekli |
| collection | DOAJ |
| description | Businesses overcome with a high degree of competition that necessitates customer-focused strategies in most industries. In a digitalized business environment, the implementation of such strategies often requires the analysis of customer data. Market basket analysis is a well-known method in marketing that examines basket data to discover useful information about customers' purchase intentions. The analysis has been a playground for data mining researchers that aim to overcome with its practical challenges. Our study extends the conventional basket analysis by incorporating demographic variables along with purchase transactions. With such modification, we provide an example for the extraction of segment-specific rules that relate product-level purchase decisions with gender, location, and age group. For this purpose, we present a case study on monthly basket data obtained from an e-retailer in Turkey. Our findings demonstrate association rules that might guide marketing practitioners who need to discover segment-specific purchase patterns to designate personalized promotions. |
| first_indexed | 2024-04-10T14:51:40Z |
| format | Article |
| id | doaj.art-d7c0fc9e0b33483c90d7bf7ce05c6dcc |
| institution | Directory Open Access Journal |
| issn | 2148-2225 |
| language | English |
| last_indexed | 2024-04-10T14:51:40Z |
| publishDate | 2021-06-01 |
| publisher | Istanbul University |
| record_format | Article |
| series | Alphanumeric Journal |
| spelling | doaj.art-d7c0fc9e0b33483c90d7bf7ce05c6dcc2023-02-15T16:07:35ZengIstanbul UniversityAlphanumeric Journal2148-22252021-06-0191112http://dx.doi.org/10.17093/alphanumeric.75250521482225Market Basket Analysis of Basket Data with Demographics: A Case Study in E-RetailingUral Gökay Çiçekli0İnanç Kabasakal1 Ege University, Faculty of Economics and Administrative Sciences Ege University, Faculty of Economics and Administrative Sciences Businesses overcome with a high degree of competition that necessitates customer-focused strategies in most industries. In a digitalized business environment, the implementation of such strategies often requires the analysis of customer data. Market basket analysis is a well-known method in marketing that examines basket data to discover useful information about customers' purchase intentions. The analysis has been a playground for data mining researchers that aim to overcome with its practical challenges. Our study extends the conventional basket analysis by incorporating demographic variables along with purchase transactions. With such modification, we provide an example for the extraction of segment-specific rules that relate product-level purchase decisions with gender, location, and age group. For this purpose, we present a case study on monthly basket data obtained from an e-retailer in Turkey. Our findings demonstrate association rules that might guide marketing practitioners who need to discover segment-specific purchase patterns to designate personalized promotions. http://alphanumericjournal.com/media/Issue/volume-9-issue-1-2021/market-basket-analysis-of-basket-data-with-demographics-a-ca_3eRFE34.pdf association rule miningdata miningdemographic association rulesmarket basket analysis |
| spellingShingle | Ural Gökay Çiçekli İnanç Kabasakal Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing Alphanumeric Journal association rule mining data mining demographic association rules market basket analysis |
| title | Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing |
| title_full | Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing |
| title_fullStr | Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing |
| title_full_unstemmed | Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing |
| title_short | Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing |
| title_sort | market basket analysis of basket data with demographics a case study in e retailing |
| topic | association rule mining data mining demographic association rules market basket analysis |
| url |
http://alphanumericjournal.com/media/Issue/volume-9-issue-1-2021/market-basket-analysis-of-basket-data-with-demographics-a-ca_3eRFE34.pdf
|
| work_keys_str_mv | AT uralgokaycicekli marketbasketanalysisofbasketdatawithdemographicsacasestudyineretailing AT inanckabasakal marketbasketanalysisofbasketdatawithdemographicsacasestudyineretailing |