Market basket analysis utilizando data mining

Abstract

A huge amount of data has been collected and stored by companies year after year. However, most of them are not being analyzed in order to boost the business. Data Mining is a tool that is a tool that aims to analyze databases and extract useful information to generate insights and assist managers in decision making. Related to this topic, this monograph had as objective to find rules of association between frequent items, analyzing a database of a supermarket, from the Market Basket Analysis. For this, a strategy of extraction, treatment and loading of data was structured, and a computational model was developed to be used in software R for apriori algorithm application. Following the model, the most frequent item from the database were found, as well as the association rules and, from the results, four sales combos were proposed for the supermarket. The study has proven that the tool can become a great ally to make more assertive decisions for the business. This work can be used as a basis for further research and, in addition, provides a model that can be replicated in different segments.