PRODUCT RECOMMENDATION SYSTEM USING

MACHINE LEARNING TECHNIQUES

uthors:
Abhishek Kumar
Dr. Farha
Centre of Computer Education IPS UoA

Abstract
This project addresses the increasing diversity in consumer demand faced by e-commerce platforms and
proposes an intelligent solution: Recommender Systems. These systems enhance the user experience by
suggesting relevant products based on user preferences and behaviors. The aim is to simplify the
shopping process, fulfill customer expectations, and attract new users to the platform. A Recommender
System is a type of information filtering system that suggests products to users by analyzing their
preferences, historical behaviors, and ratings. In this project, we implemented a recommendation system
using K-Nearest Neighbors (KNN), a machine learning algorithm, along with Pearson's Correlation
Coefficient for similarity measurement. The system uses a structured user-item matrix to represent ratings
provided by multiple users for various products.

Keywords: AI, KNN, ML.

l. Introduction
A recommendation system is an advanced information filtering system engineered to analyze user data
and deliver tailored item suggestions that closely align with individual preferences or requirements. These
systems have undergone significant advancements since their inception in the early 1980s, evolving into
indispensable components of modern web applications, especially in e-commerce platforms. With the
vast product inventories available online, users often face the challenge of finding the right product
amidst a sea of choices. Recommendation systems address this complexity by leveraging sophisticated
algorithms and data analysis to create a personalized and efficient shopping experience.

Recommendation algorithms are recognized as a critical differentiator for "born-digital" businesses, as

highlighted by the Harvard Business Review. These systems analyze user behavior, such as browsing
history, purchase data, and product interactions, to deliver highly specific and relevant suggestions. By
tailoring product recommendations, these systems foster an engaging shopping environment, boost
customer retention, and drive repeat purchases. For instance, when a customer purchases a monitor, the
system may automatically recommend complementary items, such as keyboards or mice. This cross-
selling strategy not only increases sales but also enhances user convenience by anticipating additional
needs.

These systems are evaluated using performance metrics like Mean Average Precision (MAP), and Root
Mean Square Error (RMSE) to measure accuracy and relevance. Together, content-based and
collaborative filtering ensure that recommendation systems deliver dynamic, accurate, and user-centric
results, ultimately enhancing user satisfaction and boosting sales performance. With continuous
advancements in machine learning and data analytics, these systems are becoming increasingly adept at
understanding and anticipating user needs, cementing their role as a cornerstone of modern e-commerce
solutions.
II. LITERATURE REVIEW
Product recommendation systems employ various machine learning (ML) algorithms to
provide personalized suggestions to users. Among the numerous approaches, Decision Tree
and Bayesian algorithms are frequently utilized due to their efficiency, interpretability, and
effectiveness in handling diverse datasets. Below is a detailed exploration of their application in
recommendation system. Decision Tree and Bayesian algorithms are valuable tools in the
development of recommendation systems. Decision trees excel in creating transparent and
interpretable models, ideal for structured data. Bayesian algorithms, with their probabilistic
nature, are well-suited for dynamic and uncertain environments. By combining these methods
or integrating them into hybrid models, recommendation systems can achieve enhanced
accuracy and adaptability, ultimately improving user satisfaction and business outcomes [1].

The use of social media for product recommendation has become an innovative strategy for
enhancing business performance. By analyzing social media data, businesses can gain insights
into user preferences, behavior, and interactions. The K-Means clustering algorithm, a popular
unsupervised machine learning technique, is particularly effective in this context. It enables
businesses to segment users and products into meaningful groups, thereby optimizing the
recommendation process. Below is a detailed description of how a K-Means-based
recommendation system dependent on social media operates. The integration of the K-Means
algorithm with social media data is a powerful approach to product recommendation. It enables
businesses to harness the vast amounts of data generated on social platforms, segment users
into meaningful clusters, and deliver highly personalized product suggestions. While the
system offers significant advantages in terms of engagement and business growth, its
dependency on social media platforms and adherence to data privacy standards are critical
factors that must be carefully managed [2].

The process of picking in warehouse management refers to the selection and retrieval of goods
from storage locations to fulfill customer orders or prepare for dispatch. Picking is a critical
component of warehouse operations because it directly affects the efficiency of order
fulfillment, customer satisfaction, and overall supply chain performance. The primary goal is to
streamline the handling of goods, minimize the time spent locating and retrieving items, and
optimize resource utilization within the warehouse [3].

Predicted performance, This system's analysis aims to enhance performance utilizing fuzzy
association rules and better anticipate sales. To estimate sales by type of group for this
investigation, data were taken from an online store. Data is classified using modified clustering
techniques with fuzzy association rule mining approach for retail based on variables and
associated equations implementation. When overlapping and has many clusters for a new item,
grouping is done on one object and put in one cluster using the fuzzy approach. The matrix
establishes the proximity's size [4].
III. METHODOLOGY
A. K-Nearest Neighbour (KNN) Algorithm for Machine Learning :

K-Nearest Neighbour is a Machine Learning method that uses the Supervised Learning
approach. The K-NN method assumes connection between the data and existing cases and
places the new case in the class that is most equal to the previous categories. The K-NN method
maintains all existing data and uses similarity to classify new data points. This implies that
when fresh data is generated, it may be quickly categorised into a well-suited category using the
K- NN method. The K-NN algorithm may be used for both regression and classification,
however it is more commonly utilised for classification tasks. K-NN is a non-parametric
method, which means it makes no assumptions about the underlying data. It is also known as a
slow learner algorithm since it does not instantly understand from the training set; rather, it
saves the information and takes an action on it during classification. During in the training
phase, the KNN algorithm simply saves the dataset and then categories that data into a category
that is quite similar to the incoming data.

B. Mean Square Error (MSE) :

Mean Square Error is an absolute measurement of the goodness of the fit, whereas R Square is a
relative indicator of how well the model fits the dependent variables. Mean Square Error
(MSE) is a widely used metric to evaluate the performance of a predictive model, particularly in
regression tasks. It provides a quantitative measure of how much the predicted values (from the
model) differ from the actual observed values (from the dataset). MSE is an important tool.

C. Dataset Descriptions

The dataset mentioned here is a comprehensive collection of information gathered through a

customer survey conducted on an e-commerce platform. The survey was designed using
Google Forms and aimed to capture detailed insights about customer preferences, experiences,
and overall satisfaction with the platform’s products and services. This data offers valuable
feedback for businesses to enhance the online shopping experience and make informed, data-
driven decisions. This customer survey dataset offers rich, multi-dimensional data that can be
used to analyze and improve various aspects of an e-commerce platform. By leveraging the
insights from features like product models, quantities, order statuses, and customer feedback,
businesses can make informed decisions that improve product offerings, enhance customer
service, optimize order fulfillment, and ultimately drive better business performance. The data
empowers businesses to personalize their strategies, optimize inventory management, and
better understand their customers’ preferences and behavior.
IV. RESULTS AND DISCUSSION
The K-Nearest Neighbors (KNN) algorithm is a popular method for building recommendation
systems. In the context of a recommendation system, KNN is used to predict user preferences or
recommend products based on the preferences of similar users. The dataset, in this case,
includes ratings of different items by various users, often represented in a user-item matrix.
Here's a detailed explanation of how KNN works in the recommendation system, including the
use of Pearson’s Correlation Coefficient for similarity measurement and Root Mean Square
Error (RMSE) for model evaluation.

ML-based product recommendation systems have dramatically altered how consumers engage
with online platforms. These systems leverage advanced algorithms that can analyze large
volumes of user data (including browsing history, past purchases, ratings, and interactions) to
identify patterns in user behavior. By recognizing these patterns, the system can predict what
products a user may be interested in, even before they actively search for them. This proactive
recommendation process ensures that users encounter products that align closely with their
interests, improving their online shopping experience.

The power of ML lies in its ability to personalize recommendations at an individual level.

Unlike traditional methods, which may use basic filtering or rules-based approaches, ML can
identify subtle correlations in the data, leading to highly tailored suggestions. This is crucial in
an environment where consumers are overwhelmed by vast amounts of products. By analyzing
user preferences, purchasing behavior, and demographic information, these systems make it
possible to recommend the most relevant products in real time. This level of personalization
helps improve user engagement and customer retention, as users feel the platform is more
attuned to their needs.

One of the primary challenges in multimodal sentiment analysis is the computational

complexity of training and deploying hybrid models. In this study, the use of AutoML
significantly streamlined the process of model optimization, reducing both the time and
computational resources required to achieve high-performing models. By automating the
selection of model architectures and hyperparameters, AutoML-enabled models not only
improved in terms of accuracy but also demonstrated superior scalability.

he integration of Machine Learning into product recommendation systems has indeed

revolutionized e-commerce platforms. By continuously learning from user interactions and
integrating vast amounts of data through big data analytics, these systems enhance
personalization, improve customer satisfaction, and significantly increase conversion rates. As
these systems evolve, they allow businesses to stay ahead of shifting trends and meet users’
increasingly complex demands, ultimately leading to more effective and intuitive shopping
experiences. The ability of ML models to analyze large, diverse datasets and understand subtle
patterns in user behavior ensures that businesses can stay competitive and foster long-term
customer loyalty

V. CONCLUSION
In This project focuses on using machine learning algorithms to build a product
recommendation system for e-commerce platforms. The core idea is to suggest products to
users based on their preferences, which are inferred from the ratings provided by other users.
The system leverages collaborative filtering, a technique where recommendations are made
based on the behavior and ratings of similar users. Specifically, the system calculates the
Pearson correlation coefficient to measure the similarity between products or users. Pearson’s
correlation is a statistical measure that evaluates the linear relationship between two variables—
in this case, the similarity of product ratings given by different users. By calculating this
correlation, the system identifies products that are similar to the ones a user has rated highly,
and then recommends these products to the user

The system operates by first analyzing the ratings dataset, where users have rated various
products. It then identifies products that are highly rated by users who share similar
preferences to the current user. By doing so, the system can provide personalized
recommendations that align with a user’s tastes, even when the user has not directly interacted
with those specific products. However, a key challenge for the system is making relevant
recommendations to new users, who may not have a rating history (the cold start problem). In
the future, the system is expected to be enhanced to solve this issue, potentially by
incorporating techniques like content-based filtering or deep learning methods.

Another important future task is to refine the system by making recommendations that may not
necessarily be the "best" choices but are still valuable for exploring user preferences. By
observing how users respond to these recommendations (e.g., by tracking whether they engage
with or ignore these items), the system can learn and adapt over time. This feedback loop will
allow the recommendation system to improve its accuracy, making it more effective at
predicting relevant products for users in the future. Ultimately, the goal is to develop a highly
responsive and personalized recommendation engine that can cater to the diverse needs of
users, including those with minimal interaction history, and continually improve through user
feedback and advanced machine learning techniques.

In conclusion, this project aims to build a personalized product recommendation system for e-
commerce platforms using machine learning, specifically through collaborative filtering and
Pearson’s correlation coefficient. The system suggests products based on user preferences
derived from similar users’ ratings. While it effectively provides tailored recommendations,
challenges like the cold start problem for new users remain. Future improvements include using
recurrent neural networks (RNNs) for capturing time-based user behavior, and enhancing the
system with deep learning methods to overcome limitations. Additionally, incorporating a
feedback loop will allow the system to adapt and improve over time, ultimately offering more
accurate and personalized recommendations.

VI. REFERENCES
1. Kai Wang, Tiantian Zhang, Tianqiao Xue, Yu Lu, Sang-Gyun Na, E-commerce
personalized recommendation analysis by deeply-learned clustering, Journal of Visual
Communication and Image Representation, Volume 71, 2020, 102735, ISSN 1047-3207

2. Marius GERU, Angela Eliza MICU, Alexandru CAPATINA, Adrian MICU, | December
2018 | Using Artificial Intelligence on Social Media’s User Generated Content for
Disruptive Marketing Strategies in eCommerce

3. Product Recommendation System based on User Trustworthiness & Sentiment Analysis

Gunjeet Kaur Soor, Amey Morje, Rohit Dalal, Deepali Vora ITM Web Conf. 32 03030
(2020) DOI: 10.1051/itmconf/20203203030.

4. Product Recommendation System based on User Trustworthiness & Sentiment Analysis

Gunjeet Kaur Soor, Amey Morje, Rohit Dalal, Deepali Vora ITM Web Conf. 32 03030
(2020) DOI: 10.1051/itmconf/20203203030.

5. "PRODUCT RECOMMENDATION SYSTEM USING MACHINE LEARNING."

INTERNATIONAL JOURNAL 6, no. 4 (2021).

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