Honors College Thesis
 

Market Basket Analysis of Ingredients and Flavor Products

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  • In today, information plays a more and more important role in business world. The companies are full of data, but poor of valuable information extracted from that diverse data. Data mining, as a process of transferring data from variety perspectives to useful information, is the new trend for businesses. It can be used to make more targeted business model or strategies decisions. Market basket analysis is one of the most useful modeling techniques in data mining. It usually used to analyze customer purchases behaviors. The results can provide decision-makers more valuable information such as marketing strategies making, inventory controlling, and cross sales. The main objective of this thesis is to study how 15 flavor products sold by Zengcheng Handyware Seasoning Company in five different regions interrelate. And based on the correlation results, how to provide valuable information to improve company’s marketing activities. Key Words: data mining, market basket analysis, association rules
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