The relationship between (4ps) & market basket analysis: a case study of grocery retail shops in Gweru Zimbabwe

Abstract

The purpose of this study was to investigate the relationship between Product, Place, Promotion and Price (4Ps) in Market Basket Analysis (MBA) and establish how the 4Ps can be applied as a tool for competitive advantage in the small scale retail sector in Zimbabwe. Market basket analysis is a technique that discovers relationships between pairs of products purchased together. The technique can be used to uncover interesting cross-sells and related products. To conduct this study the researchers carried out observations, and examined transactions of customers for grocery retail shops in Gweru and used a survey questionnaire to elicit data. The researchers then evaluated the empirical data and compared with literature evidence. The results revealed interesting relationships.