Apriori Algorithm and Market Basket Analysis to Uncover Consumer Buying Patterns: Case of a Kenyan Supermarket

Abstract

This article presents a study on utilizing the Apriori algorithm and Market Basket Analysis (MBA) to reveal consumer buying patterns in supermarkets. The aim of this research is to explore the effectiveness of these data mining techniques in revealing valuable insights that can inform marketing strategies and enhance the overall shopping experience for customers. This study centered on improving customer loyalty within the supermarket setting through the utilization of cutting-edge information technology and programming applications, including Python. Specifically, the Apriori algorithm libraries of the Python language were employed to identify frequent item sets and derive 42 association rules, which shed light on product affinities and co-purchasing patterns. By deriving association rules from the frequent item sets, the study identified the significance of strategically placing frequently purchased products to enhance revenue generation. In conclusion, the application of the Apriori algorithm and Market Basket Analysis in this case of a Kenyan supermarket has proven to be a valuable approach for uncovering consumer buying patterns, providing a competitive edge in the dynamic retail industry.

Keywords

• market basket analysis, consumer buying patterns, data mining techniques, marketing strategies