Market Basket Analysis

Market Basket Analysis (MBA) applies association rule learning to purchase data with the goal of identifying cross-selling opportunities. Given a data set, the algorithm trains and identifies product baskets and product association rules. Product baskets (referred to as item sets) are groups of products purchased together at checkout. Product association rules predict the purchase of one or more other products (the consequent) given the known presence of some products in a basket (the antecedent).
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studying what items consumers often purchase together to improve cross promotion, in-store layouts and displays, and promotional strategies