MARKET BASKET ANALYSIS IN MARKETING RESEARCH

Malgorzata Sniegocka-Lusiewicz
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Malgorzata Sniegocka-Lusiewicz: Nicolaus Copernicus University

Equilibrium. Quarterly Journal of Economics and Economic Policy, 2009, vol. 2, issue 1, 115-123

Abstract: Market basket analysis is, to put it simply, analysis of the contents of a customer’s shopping trolley. Market Basket Analysis is based on the identification of rules that customers apply while filling their trolleys, their habits, proper use of services, and research regarding products purchased together or in a defined order. Recognition of the aforementioned rules may have a great influence on customer’s value increase. Basket analysis may be applied in order to plan promotional campaigns, verify their effectiveness, offer additional services and optimize service packages, tariffs and fees (e.g. for banks, insurance companies, telephone operators, etc.); receive accurate recommendation concerning other products to buy (e.g. online shops), increase sales (e.g. supermarkets, special offers) and prevent the companies providing services from losing their customers.

Keywords: basket analysis; marketing research (search for similar items in EconPapers)
Date: 2009
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