Consumer Purchased Behavior using Data Mining: A Case Study of Coffee Shop Service Business

Abstract

: Data mining is the process of discovering patterns in a large data set. It has many methods to find data. The association rule technique as one of the data mining techniques used to analyze a data set of consumers purchasing behaviours in a coffee shop located at Phra - Nakhon district Bangkok, Thailand. In this research, this consumer data was analyzed by using the RapidMiner Studio program. This research aimed to find out relationships of purchasing between beverage and bakery products and used them to create the promotion. The results showed the relationship among various product items available in this coffee shop was the most interesting because the association rule was 63.4 percentage of probability. It meant that if consumers purchased croissant products, then they would buy coffee beverages at the same time. When considered the results to create the promotion, we could get various types of product sets. Then, a business owner can use this information to make a profit and achieve his business target.