Market Basket Analysis: Trend Analysis of Association Rules in Different Time Periods

Market Basket Analysis (MBA) is a crucial data mining technique used to identify associations between products based on consumer purchasing behavior. This research aims to examine how association rules evolve over different periods, revealing trends that can optimize retail-marketing strategies. Using a dataset from a retail company, the study employs the Apriori algorithm to extract frequent item sets and assess temporal variations in purchasing patterns. Findings demonstrate significant seasonal shifts and promotional effects, underscoring the importance of time-sensitive marketing strategies in retail. The research contributes to the development of dynamic pricing, targeted advertising, and efficient inventory management based on real-time consumer insights.