An information processing apparatus configured to associate flow line information of a purchaser and product sales information, a region (Z1 - Z24) in an area of a store where products are placed being set per category of products, the information processing apparatus comprising: a first acquisition unit configured to acquire the flow line information of the purchaser from a communication device that moves together with the corresponding purchaser in the area, the flow line information of the purchaser containing position information showing positions in the area of the communication device with the lapse of time wherein the information processing apparatus is connected to a receiver installed on a ceiling of the store and receiving a radio wave transmitted by the communication device, and the first acquisition unit identifies the position of the purchaser from an incident angle of the radio wave measured by the receiver; a second acquisition unit (511, 513) configured to acquire the product sales information that contains sales times of products and categories of the products purchased at the sales times; a product category identification unit configured to identify the categories of the products that are associated with the flow line information of the purchaser, from the flow line information of the purchaser acquired by the first acquisition unit and from the category information of the products placed in the area; a third acquisition unit configured to acquire a degree of association of the flow line information of the purchaser with the product sales information, based on the categories of the products contained in the product sales information acquired by the second acquisition unit (511, 513) and based on the categories of the products identified by the product category identification unit; and an association unit configured to associate the flow line information of the purchaser with the product sales information based on the degree of association acquired by the third acquisition unit. a region (Z1 - Z24) in an area of a store where products are placed being set per category of products, the information processing apparatus comprising: a first acquisition unit configured to acquire the flow line information of the purchaser from a communication device that moves together with the corresponding purchaser in the area, the flow line information of the purchaser containing position information showing positions in the area of the communication device with the lapse of time wherein the information processing apparatus is connected to a receiver installed on a ceiling of the store and receiving a radio wave transmitted by the communication device, and the first acquisition unit identifies the position of the purchaser from an incident angle of the radio wave measured by the receiver; a second acquisition unit (511, 513) configured to acquire the product sales information that contains sales times of products and categories of the products purchased at the sales times; a product category identification unit configured to identify the categories of the products that are associated with the flow line information of the purchaser, from the flow line information of the purchaser acquired by the first acquisition unit and from the category information of the products placed in the area; a third acquisition unit configured to acquire a degree of association of the flow line information of the purchaser with the product sales information, based on the categories of the products contained in the product sales information acquired by the second acquisition unit (511, 513) and based on the categories of the products identified by the product category identification unit; and an association unit configured to associate the flow line information of the purchaser with the product sales information based on the degree of association acquired by the third acquisition unit. a first acquisition unit configured to acquire the flow line information of the purchaser from a communication device that moves together with the corresponding purchaser in the area, the flow line information of the purchaser containing position information showing positions in the area of the communication device with the lapse of time wherein the information processing apparatus is connected to a receiver installed on a ceiling of the store and receiving a radio wave transmitted by the communication device, and the first acquisition unit identifies the position of the purchaser from an incident angle of the radio wave measured by the receiver; a second acquisition unit (511, 513) configured to acquire the product sales information that contains sales times of products and categories of the products purchased at the sales times; a product category identification unit configured to identify the categories of the products that are associated with the flow line information of the purchaser, from the flow line information of the purchaser acquired by the first acquisition unit and from the category information of the products placed in the area; a third acquisition unit configured to acquire a degree of association of the flow line information of the purchaser with the product sales information, based on the categories of the products contained in the product sales information acquired by the second acquisition unit (511, 513) and based on the categories of the products identified by the product category identification unit; and an association unit configured to associate the flow line information of the purchaser with the product sales information based on the degree of association acquired by the third acquisition unit.