Fonte: Revista Turismo Estudos e Práticas - RTEP/UERN; No. 1 (2020): GEPLAT: Caderno Suplementar; 1-12
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Resumo: These days understanding of customer preferences and orientation of industrial activities and services to recognize customer needs is especially important. One of the most useful areas of data mining is customer relationship management. The importance of issues such as understanding customer needs, maintain and increase the profitability of organization, the need for using data mining techniques have been highlighted. Among this, in the retail industry is also due to a variety of databases, data mining can be used to identify customer needs and improve sales. The research implements data mining processes to understanding customer behavior in relation to mean products purchased on the basket. Knowledge of this relationship will appropriate layout for the sale of goods in the vicinity of them. By using the technique of association rules as a data mining tools, discovering the relationships between groups of goods purchased by customers has been done in one of the best-selling hypermarket in Mashhad that achieving the proper layout within determining the importance of commodities of groups together.
