Abstract
Market Basket Analysis (MBA) is an approach that finds the strength of association between pairs of products that customers buy and can determine patterns of co-occurrence. The main aim of MBA is to determine customer buying behavior and predict next purchase. It can help companies to increase cross-selling. To generate association rules, the Apriori algorithm employs frequently purchased item-sets. It is based on the idea that a frequently purchased item’s subset is also a frequently purchased item. If the support value of a frequently purchased item-set exceeds a minimum threshold, the item-set is chosen. This paper observes the advantages of implementing MBA, algorithms that applies in this technique and ways to identify customer buying patterns.