Drawing Association Rules Between Purchases and In-Store Behavior: an Extension of the Market Basket Analysis

Julien Schmitt, Loughborough University, UK
Shopping behavior is often exclusively studied through consumer purchases, since they are an easily measurable ouput. Still, the observation of in-store physical behavior (path, moves and actions) is crucial, as is the quantification of its impact on purchases. Using an innovative PDA tool to precisely record and time stamp consumers' moves and actions, we extend the classical Market Basket Analysis (MBA) by integrating this new information: associations between product categories are measured not only from purchases but also from consumer physical behavior. We compare results of our new method with classical MBA results and show a significant improvement.
[ to cite ]:
Julien Schmitt (2010) ,"Drawing Association Rules Between Purchases and In-Store Behavior: an Extension of the Market Basket Analysis", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 899-901 .