Analysis of unplanned purchase rule based on rough set

The consumer with some intention to buys visits the store, and he purchases some commodities including the commodity that fills the intention. Such consumer´s purchase decision making in the shop is divided into planned purchases and unplanned purchases. Planned purchases are that the consumer purchases it based on the intention to buy formed before the consumer visits the shop. The unplanned purchase is that the intention of the purchase that the consumer has not expected before it enters the shop is generated in the store, and the consumer purchases it. It is clarified that unplanned purchase rate in the retail store is higher than the United States in Japan. Therefore, it is important for sales increase to analyze unplanned purchases of the consumer in the inside of a store. Some conventional researches have reported the situation where unplanned purchase happens and the occurrence factor of impulse buying from the consumer´s viewpoint. Although conventional research has connected the regulation factor to the unplanned purchase directly, a consumer may constitute potential purchase desire. So, in this research, we analyze unplanned purchase based on rough set. Using the results, we clarify the process which results in unplanned purchase.