  Graph based entropy, an index of the diversity of events in their
distribution to parts of a co-occurrence graph, is proposed for detecting signs
of structural changes in the data that are informative in explaining latent
dynamics of consumers behavior. For obtaining graph-based entropy, connected
subgraphs are first obtained from the graph of co-occurrences of items in the
data. Then, the distribution of items occurring in events in the data to these
sub-graphs is reflected on the value of graph-based entropy. For the data on
the position of sale, a change in this value is regarded as a sign of the
appearance, the separation, the disappearance, or the uniting of consumers
interests. These phenomena are regarded as the signs of dynamic changes in
consumers behavior that may be the effects of external events and information.
Experiments show that graph-based entropy outperforms baseline methods that can
be used for change detection, in explaining substantial changes and their signs
in consumers preference of items in supermarket stores.
