Market Basket Analysis Using Community Detection Approach: A Real Case

Discovery of associated consumer demands: Construction of a co-demanded product network with community detection

“…The original and expanded product networks differ in network characteristics and structure, and they may provide different useful product information from the same transaction data. Such an expanded product network approach has been applied to various business applications, such as demand prediction, inter-purchase time prediction, and recommendation (Dhar et al, 2014;Faridizadeh et al, 2018;Lismont et al, 2018).…”

“…This is done to concisely isolate associations among products and alleviate redundancy by discovering larger, more expressive relationships among groups of products (Raeder & Chawla, 2011;. Like clustering in data mining, community detection detects closely connected nodes with edges as communities (Faridizadeh et al, 2018). However, unlike the clustering technique, where the data are not in the form of relations, there are several relationships among the data of nodes in community detection.…”

“…Although consumers can access extensive product information online, they still need to spend much time searching and comparing the information of various products to meet their requirements, resulting in poor consumer purchase experiences (Faridizadeh et al, 2018;Kim et al, 2012). Some consumers do not even realize their associated demands, and thus, need recommendations.…”

“…As such, constructing a co-purchased product network based only on the products co-purchased in the same transactions can be far less effective than it once was. Accordingly, some studies that constructed a co-purchased product network considered the products co-purchased by the same consumers within a short period rather than only in the same transactions (e.g., Dhar et al, 2014;Faridizadeh et al, 2018;Kim et al, 2012;Lismont et al, 2018).…”

Using a market basket analysis in tourism studies

“…However, due to Apriori algorithm limitations, alternative algorithms were developed to perform MBA. These algorithms rely on network analysis and graph mining techniques to detect network communities (Faridizadeh et al, 2018;Videla-Cavieres and Ríos, 2014).…”