2026, Vol. 7, Issue 2, Part B

Market Basket Analysis (MBA) plays a vital role in retail analytics by identifying relationships among products purchased together. Retail organizations use this technique to design effective product placement strategies, targeted promotions, and improved customer service, thereby enhancing overall profitability. MBA is a prominent application of Association Rule Mining (ARM), which assists retailers in discovering frequent item sets and meaningful associations from transaction data.

This study focuses on understanding the application of Market Basket Analysis in the context of D-Mart, one of India’s leading retail supermarket chains. India’s retail sector is among the fastest-growing sectors globally due to rising income levels, increasing consumer awareness, and urbanization. Organized retail still represents a small proportion of total retail trade, indicating significant growth potential. D-Mart has adopted a unique retail strategy by owning most of its store locations instead of leasing them, which has contributed to cost efficiency and long-term sustainability. The study highlights D-Mart’s marketing strategies, product mix, pricing approach, and operational efficiency that have helped it maintain consistent growth.