Conclusions

The following association rules are significant:

• If branded breakfast cereals are bought then branded bread is also bought (83%).

• If own-label breakfast cereals are bought then own-label bread is also bought (69%).

• If branded breakfast cereals and eggs are bought then branded bread is also bought (100%).

• If eggs and branded bread are bought then branded breakfast cereals are also bought (85%).

• If own-label breakfast cereals and eggs are bought then own-label bread is also bought (84%).

• If eggs and own-label bread are bought then own-label breakfast cereals are also bought (100%).

These significant association rules suggest that customers consistently purchase own-label or branded goods.