향상도 기반 연관규칙 네트워크를 활용한 농식품 판매 전략 개발: 대형마트와 전통시장을 중심으로

Abstract

The purpose of this study is to conduct an experiment using association rules analysis to discover interesting relationships resulting from consumers’ purchase of agricultural products and to propose practical sales strategies for agricultural products through such relationships. To this end, we made experimental data for using association rules analysis from the Korean Rural Development Administration’s Agricultural Consumer Panel Survey Data and conducted two types of experiments after preprocessing the data. In the first experiment, we discovered seasonal association rules for all consumers according to three types of distribution channels: all channels, large supermarkets, and traditional markets. In the second experiment, we divided all consumers into four clusters based on socio-demographic characteristics and identified seasonal association rules according to two types of distribution channels—large supermarkets and traditional markets—for each cluster. We also newly proposed a Lift-based Association Rules Network (LARN) in order to visualize the relationships of various association rules derived from each experiment and developed practical sales strategies effectively. As a result, we found that the association rules in large supermarkets were much more diverse compared to traditional markets. The association rules in large supermarkets were formed around certain items, such as confectioneries, white milk, processed marine products, bananas, and bread, while association rules in traditional markets were created without common items. In addition, the association rules for each cluster showed that the rules in the Gyeonggi-do region’s clusters were formed around fruits and vegetables, whereas the rules in the Seoul region’s clusters were created around processed products; thus, we were able to identify differences in rules created in the two regions. We hope that the results of our study will help sellers establish practical sales strategies for agricultural products reflecting the type of distribution channel, sales season, and characteristics of major consumers.