To Study the Techniques of Data Mining in Retail Marketing: Pilot Study in Nashik

Abstract: This pilot study explores the techniques of data mining in retail marketing, focusing on Nashik City. Primary data was collected from 20 retailers and 40 customers using structured questionnaires. Techniques such as association rule mining, clustering, and RFM analysis were applied to understand customer behavior, retailer adoption of analytics, and market basket patterns. The findings suggest that while supermarkets are more digitally equipped, kirana stores rely heavily on loyalty. Customers are segmented into value-seekers, loyal kirana shoppers, and omni-channel heavy spenders. Graphs and charts illustrate key patterns in retailer adoption and customer shopping behavior. Keywords: Data Mining, Data Mining Techniques, Retail Marketing