BASKET ANALYSIS: A NEW WAY OF ANALYSING SCANNER DATA

Explores the usefulness of capturing information about the shopper basket from computerized scanners, instead of only using data based on article umbers. Shopper baskets, as reflected by the receipt, are more akin to the consumer′s shopping problem and can be used to study shopping behaviour on a per shopper level. In this way individual shopper behaviour can be studied regarding short‐term effects of marketing share of shoppers instead of share of market in monetary units, the combination of items that shoppers put it their baskets, etc. The arguments for basket analysis are backed up by the empirical examples.