Association Rule – Extracting Knowledge Using Market Basket Analysis

Decision making and understanding the behavior of the customer has become vital and challenging problem for organizations to sustain their position in the competitive markets. Technological innovations have paved breakthrough in faster processing of queries and sub-second response time. Data mining tools have become surest weapon for analyzing huge amount of data and breakthrough in making correct decisions. The objective of this paper is to analyze the huge amount of data thereby exploiting the consumer behavior and make the correct decision leading to competitive edge over rivals. Experimental analysis has been done employing association rules using Market Basket Analysis to prove its worth over the conventional methodologies.