Enhancing Retail Strategies: An Integrated Framework for Market Basket Analysis using Apriori and MLP in Consumer Behavior Modeling

Poojari, Rishika Ramesh (2023) Enhancing Retail Strategies: An Integrated Framework for Market Basket Analysis using Apriori and MLP in Consumer Behavior Modeling. Masters thesis, Dublin, National College of Ireland.

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Abstract

Market basket analysis has emerged as one of the benchmark techniques that offers insights into market structure and product relationships. These insights empower informed decisions about product promotion and positioning, ultimately optimizing revenue. Classic association rule mining identifies frequent itemsets and generates rules indicating item relationships. To address the problem of efficiency, prior research has explored combining association rules and deep learning for market basket analysis. However, deep learning’s limitations like scalability and pattern recognition gaps persist. There is a research gap to fully investigate this combination.

This study proposes a hybrid framework that leverages machine learning algorithms for improved market basket analysis performance. Using a publicly available dataset, it examines extending association rules and integrating deep learning techniques. The results support the feasibility of this integrated approach, although not meeting initial objectives. This spurs the rejection of the prime hypothesis. Future research could refine association rules through advanced techniques such as customer segmentation or dimensionality reduction. The method used in this study is effective in extracting features from the Apriori Algorithm to be fed into a neural network, producing a satisfactory outcome. This approach also explains the best ways to include certain techniques in the topic to make the results even better.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Haque, Rejwanul UNSPECIFIED Kelly, John UNSPECIFIED
Subjects:	Q Science > QA Mathematics > Electronic computers. Computer science T Technology > T Technology (General) > Information Technology > Electronic computers. Computer science H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Electronic Commerce Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Machine learning
Divisions:	School of Computing > Master of Science in Data Analytics
Depositing User:	Tamara Malone
Date Deposited:	28 Dec 2024 14:43
Last Modified:	28 Dec 2024 14:43
URI:	https://norma.ncirl.ie/id/eprint/7250

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