Market Basket Analysis: A Case Study of a Dehradun Based Bakery Shop

Abstract

Market Basket Analysis is a modeling technique based upon the theory that if you buy a certain group of items, you are more (or less) likely to buy another group of items. The main goal of such an analysis is to entice
customer to buy more than they usually do. Market basket analysis (MBA) is an example of an analytics technique employed by retailers to understand customer purchase behaviors, which can aid the retailer in
correct decision making. It is used to determine what items are frequently bought together or placed in the same basket by customers (Kaur & Kang, 2016). In this research we study the new trends, challenges, and the impact of market basket analysis on consumer buying behavior by using Data Analytics software Rapidminer to create frequent item-sets and associations between the products purchased together in a bakery shop in Dehradun. The study exploits the certain marketing activities which later can be leveraged effectively by the Bakery shop and hence increase their sales and profit margin.