Applying association rule to customer behavior analysis for community market Layout

Abstract

This research aimed to 1) Investigate purchasing behaviors of the community market 2) Design a product placement layout in order 3) Propose a guideline for the product placement in the community by using the association rule of Apriori algorithm to build the association rule of purchasing products. After that, the research applied the acquired association rule to design a product placement layout in order to propose a guideline for the product placement in the community market. Don Wai Floating Market located in Bang Kratuek Subdistrict, Sam Pran District, Nakhon Prathom was selected as the area for data collection with a sample group of 1,000 customers buying goods at the market by convenience sampling. The researcher collected data by using a record form of product types with the probability being bought together. The research was carried out according to the data analysis procedure of CrossIndustry Standard Process for Data Mining or CRISP-DM by using the association rule of Apriori algorithm and analyzing the data by RapidMiner. The result showed that the association rule acquired from the algorithm had a reliability of more than 0.80 which indicated that the acquired association rule could be used for designing five types of product placement layout in the community market, that is, grid layout, herringbone layout, loop or racetrack layout, free-flow layout, and mixed / multiple layout.