The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe
The purpose of this study was to investigate the relationship between Product, Place, Promotion and Price (4Ps) in Market Basket Analysis (MBA) and establish how the 4Ps can be applied as a tool for competitive advantage in the small scale retail sector in Zimbabwe. Market basket analysis is a techn...
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| Format: | Article |
| Language: | English |
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International Journal of Scientific and Technology Research
2016
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| Online Access: | http://hdl.handle.net/11408/1061 |
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| author | Musungwini, Samuel Zhou, Tinashe G. Gumbo, Raviro Mzikamwi, Tinomuda |
| author_facet | Musungwini, Samuel Zhou, Tinashe G. Gumbo, Raviro Mzikamwi, Tinomuda |
| author_sort | Musungwini, Samuel |
| collection | DSpace |
| description | The purpose of this study was to investigate the relationship between Product, Place, Promotion and Price (4Ps) in Market Basket Analysis (MBA) and establish how the 4Ps can be applied as a tool for competitive advantage in the small scale retail sector in Zimbabwe. Market basket analysis is a technique that discovers relationships between pairs of products purchased together. The technique can be used to uncover interesting cross-sells and related products. To conduct this study the researchers carried out observations, and examined transactions of customers for grocery retail shops in Gweru and used a survey questionnaire to elicit data. The researchers then evaluated the empirical data and compared with literature evidence. The
results revealed interesting relationships. |
| format | Article |
| id | ir-11408-1061 |
| institution | My University |
| language | English |
| publishDate | 2016 |
| publisher | International Journal of Scientific and Technology Research |
| record_format | dspace |
| spelling | ir-11408-10612022-06-27T13:49:06Z The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe Musungwini, Samuel Zhou, Tinashe G. Gumbo, Raviro Mzikamwi, Tinomuda Cross selling , Data analysis, Data mining, Market basket analysis, up selling, 4Ps The purpose of this study was to investigate the relationship between Product, Place, Promotion and Price (4Ps) in Market Basket Analysis (MBA) and establish how the 4Ps can be applied as a tool for competitive advantage in the small scale retail sector in Zimbabwe. Market basket analysis is a technique that discovers relationships between pairs of products purchased together. The technique can be used to uncover interesting cross-sells and related products. To conduct this study the researchers carried out observations, and examined transactions of customers for grocery retail shops in Gweru and used a survey questionnaire to elicit data. The researchers then evaluated the empirical data and compared with literature evidence. The results revealed interesting relationships. 2016-04-26T14:16:36Z 2016-04-26T14:16:36Z 2014 Article 2277-8616 http://hdl.handle.net/11408/1061 en International Journal of Scientific and Technology Research;Vol. 3 No. 10; p. 258-264 open International Journal of Scientific and Technology Research |
| spellingShingle | Cross selling , Data analysis, Data mining, Market basket analysis, up selling, 4Ps Musungwini, Samuel Zhou, Tinashe G. Gumbo, Raviro Mzikamwi, Tinomuda The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe |
| title | The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe |
| title_full | The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe |
| title_fullStr | The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe |
| title_full_unstemmed | The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe |
| title_short | The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe |
| title_sort | relationship between (4ps) & market basket analysis: a case study of grocery retail shops in gweru zimbabwe |
| topic | Cross selling , Data analysis, Data mining, Market basket analysis, up selling, 4Ps |
| url | http://hdl.handle.net/11408/1061 |
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