Analysing customer preferences for Astro using Market Basket Analysis / Nur Fatin Atirah Dahlan

In today marketing industry, the customers play the great roles in order to sustain a company or organization. Customers are the most important in order to maintain the customer loyalty and customer preference gained from the products or services offered to them and they looked for the money’s worth to spend and its benefits (Shah, 2008). According to Bonilla (2010), she pointed out customers commonly does not choose the attributes (products or services) one at a time rather than choose the set of attributes that provide them the great services. However, the definition of preferences are too subjective and it is related to preferable product or service that customer choose which satisfied them in certain criteria.
Each customer has a set of preferences and more constrained in choosing. These statements can be related to the situation which the customer can choose different type of channel in a package that being offered by Astro. Astro Malaysia Holdings Berhad (Astro) is known as one of the leading companies in Malaysia and Southeast Asia in providing a variety type of entertainment such as sports, music, movies, and many more (Astro, 2013). Therefore, Astro offered many packages that contained many channels in each them such as Super Packs, Family Packs, Value Packs, Super Packs Plus and many more. Each packages has fixed type of genres such as Namma Pack contains only Tamil channels while Wah Pack contains Chinese channels. These were difficult for customer to choose the favourite channels from the various combination of packages. For example, Sports Pack which is only contains sports programme. If the customer had subscribed this package will include another 40 amazing channels (basic channels). Then, the customer need to subscribe another package to get any exclusive channels for their wants. Although it is satisfied the needs, the cost of bills are raised because the fees is too expensive.