Step 3
For each result in Step 2, the confidence level for the association rules for the pairs of product categories is calculated using the count figures from Steps 1 and 2. The results are shown in Table F.3.
| Product Category Pairs | Association Rules | Confidence |
|---|---|---|
| Branded breakfast cereals and branded bread | If branded breakfast cereals are bought then branded bread is also bought | 160/192 = 83% |
| If branded bread is bought then branded breakfast cereals are also bought | 160/286 = 56% | |
| Own-label breakfast cereals and own-label bread | If own-label breakfast cereals are bought then own-label bread is also bought | 155/225 = 69% |
| If own-label bread is bought then own-label breakfast cereals are ... |
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