Discovering association strength among brand loyalties from purchase history

Y. Hamuro, N. Katoh, K. Yada
ISIE 2001. 2001 IEEE International Symposium on Industrial Electronics Proceedings (Cat. No.01TH8570)  
Analyzing purchase history of customers enables us to discover valuable knowledge that is helpful for developing effective sales promotion. In this respect, we shall introduce a new notion, association strength among brand loyalties, which is defined for every ordered pair of brands. If the association strength between loyalties of brands A and B is high, it represents that purchase of brand A is highly correlated to that of brand B. Conventional method for discovering associative purchasing is
more » ... ative purchasing is usually applied for one purchase opportunity (one receipt), i.e., it reveals how often two commodities are purchased at the same time. On the other hand, we are interested in discovering relationship among customers' loyalties t o certain brands or manufacturers by investigating long-term purchase history of customers. By computing association strengths from customers' purchase history of drugstore chain in Japan, we could produce several interesting rules that will be useful for sales promotion planning.
doi:10.1109/isie.2001.931766 fatcat:qpswqy3lmfbmncvllqzeau7yae