Market Basket Analysis of a Health Food Store in Thailand

IF 0.6 Q4 OPERATIONS RESEARCH & MANAGEMENT SCIENCE

International Journal of Knowledge and Systems Science Pub Date : 2023-11-10 DOI:10.4018/ijkss.333617

Kanokwan Singha, Parthana Parthanadee, Ajchara Kessuvan, Jirachai Buddhakulsomsiri

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引用次数: 0

Abstract

This article presents a market basket analysis of a health food store in Thailand. The analysis identifies data attributes that frequently occur together in the dataset. Frequent occurrences of data attributes representing customer purchasing behaviors are extracted as association rules using the frequent pattern growth algorithm. The generated associations are evaluated using standard measures based on occurrence counts and an additional financial measure. Marketing strategies in the form of cross-selling pairs of specific products are then designed based on the data attributes appearing in the significant associations. The cross-selling products are offered at discounted prices and promoted in marketing campaigns. A break-even analysis is performed to estimate the required number of additional sales volumes from each marketing campaign to compensate for the discounted prices. The presented use case demonstrates the effectiveness of extending the market basket analysis to include a financial measure that can lead to practical marketing campaigns.

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泰国一家保健食品商店的购物篮分析

这篇文章提出了一个市场篮子分析的保健食品商店在泰国。该分析识别数据集中经常一起出现的数据属性。使用频繁模式增长算法将频繁出现的代表客户购买行为的数据属性提取为关联规则。使用基于事件计数和附加财务度量的标准度量来评估生成的关联。然后，基于显著关联中出现的数据属性，以特定产品交叉销售对的形式设计营销策略。交叉销售的产品以折扣价提供，并在营销活动中推广。进行盈亏平衡分析，以估计每个营销活动所需的额外销售量，以补偿折扣价格。所呈现的用例展示了扩展市场篮子分析的有效性，以包括可以导致实际营销活动的财务度量。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Knowledge and Systems Science OPERATIONS RESEARCH & MANAGEMENT SCIENCE-

CiteScore

3.00

自引率

10.00%

发文量

期刊介绍： The mission of the International Journal of Knowledge and Systems Science (IJKSS) is to promote the development of knowledge science and systems science as well as the collaboration between the two sciences among academics and professionals from various disciplines around the world. IJKSS establishes knowledge and systems science as a vigorous academic discipline in universities. Targeting academicians, professors, students, practitioners, and field specialists, this journal covers the development of new paradigms in the understanding and modeling of human knowledge process from mathematical, technical, social, psychological, and philosophical frameworks. The International Journal of Knowledge and Systems Science was originally launched by the International Society of Knowledge and Systems Science, which was initiated in 2000 in Japan and founded by Prof. Y. Nakamori, Professor Z. T. Wang and Professor J. Gu in 2003 in Guangzhou. Professor Z. T. Wang was its Founding Editor.