ISHS Acta Horticulturae 566: II International Symposium on Application of Modelling as an Innovative Technology in the Agri-Food Chain; MODEL-IT
INVESTIGATION OF ASSOCIATION MODELS TO DESCRIBE CONSUMER PURCHASE PATTERNS |
| Authors: | M. Hall, N.J. Kusabs, D. Gillgren, G. Holmes, A.F. Bollen |
| Keywords: | data mining, association rules, supermarket, meat, Apriori algorithm |
| Abstract:
Maximising returns to all supply chain participants requires presentation of an appropriate range of products and qualities to the consumer. Understanding and modeling consumer response and purchase behaviour assists in the management of product quality, product display and specialing by retailers. This paper explores the use of certain data mining techniques, in particular association rule learning, to describe consumer buying patterns in a supermarket. The primary case study involved analysis of meat purchases, to identify relationships between differing quality meats. We discuss the strengths of the approach and have identified avenues where there is potential to enhance such models for perishable produce. | |
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