Customers' Shopping Patterns in Retail Food Stores: An Exploratory Study

Nick Havas and Hugh M. Smith

No 320059, Miscellaneous Publications from United States Department of Agriculture, Economic Research Service

Abstract: Excerpts from the report: Continued increase in variety of merchandise and store size has resulted in problems relating to the product location and patterns of in-store shopper traffic. Since a large portion of purchases at retail level is made on impulse, it is distinctly advantageous for retailers to expose every shopper to as many items as possible to achieve maximum sales. Through in-store studies of customer traffic it is possible to appraise the influence of store layout and commodity locations on customer shopping habits and efficiency of store operation. During the 10-month period February through November 1957, the U. S. Department of Agriculture collected approximately 3,200 customer traffic patterns in 13 retail food supermarkets, about 250 per store, in Boston, Mass. In addition to recording the path of the customer, enumerators indicated the purchase and inspection of each commodity made by the customer. Visual inspections were not recorded. Commodity purchases were recorded as one purchase regardless of the number of units or packages or the mixture of package sizes or brands bought. .

Keywords: Marketing; Research Methods/Statistical Methods (search for similar items in EconPapers)
Pages: 18
Date: 1962-12
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uersmp:320059

DOI: 10.22004/ag.econ.320059

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