Title :
A Data Mining Model for investigating the Impact of Promotion in Retailing
Author :
Bala, Pradip Kumar
Author_Institution :
Xavier Inst. of Managemnt, Bhubaneswar
Abstract :
The research paper gives a model for investigating the impact of discount-oriented promotional offers in retail sale on the shoppers. The model uses a data mining approach to find the effectiveness of a promotion, "Buy two, get one free (BTGOF)", on the customers. The model inducts decision tree based on the classes defined with the quantity of purchase for the item on promotion.
Keywords :
data mining; promotion (marketing); retailing; data mining model; decision tree; discount-oriented promotional offers; retail sale; retailing; Advertising; Conference management; Data mining; Decision trees; Displays; Marketing and sales; Promotion - marketing; Public relations; Robustness; Vents;
Conference_Titel :
Advance Computing Conference, 2009. IACC 2009. IEEE International
Conference_Location :
Patiala
Print_ISBN :
978-1-4244-2927-1
Electronic_ISBN :
978-1-4244-2928-8
DOI :
10.1109/IADCC.2009.4809092
