The Relationship Between 4ps 26 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.