Market Basket Analysis with R programming Language: An Application on consumer purchasing behavior of a Supermarket in Mu？

This study applies one of the tools of Data Mining, Association Rules Analysis by using R programming language for a grocery located in the city Mus/Turkey. Understanding consumers’ preferences and behaviors is very crucial for the companies in terms of constructing optimal production and marketing strategies. In addition to providing useful information to the company, this study will also encourage researcher and retailers to use R language for analyzing data with advanced algorithms. Furthermore, while finding the relationships between the products, detailed product groups are used rather than general product categories. The results of analyzes indicate that the most powerful purchasing behavior is the rule of: the customers purchased eggs also purchased some fruit or vegetable from the greengrocery