Development of Marketing Analysis System Using Association Rule Mining

Abstract

Marketing is a societal with process which includes advertising, distribution and selling. It is also concerned with anticipating the customer's future needs and wants, which are often discovered through market research. The purpose of this paper is to identify associated itemsets, which then grouped in mix merchandise with the use of association rule mining. This association between products then will be applied in deciding about which products are the best selling itemsets in the supermarket. The process of identifying the related itemsets bought together in one transaction is done by using data mining technique. The market basket analysis is a powerful tool for the implementation of one of the strategies of marketing. Apriori algorithm is chosen as a method in the data mining process. The computational results show strong association rules and applied for marketing which items are most susceptible to promotional efforts and which items to put on sales at reduced prices.