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The Influence of Shopping Path Length on Purchase Behavior in Grocery Store

  • Conference paper

Part of the Lecture Notes in Computer Science book series (LNAI,volume 6278)

Abstract

In this paper we analyze the new type of information, namely RFID (Radio Frequency Identification) data, collected from the experiment in one of the supermarkets in Japan in 2009. This new type of data allows us to capture different aspects of actual in-store behavior of a customer, e. g. the length of her shopping path. The purpose of this paper is to examine more closely the effect of shopping path length on sales volume, which is one of the established ideas in RFID research as well as in retailing industry. In this paper we developed a simple framework, based on criteria of Wandering Degree and Purchase Sensitivity, in order to see how the relationship between distance* walked within the store and sales volume interacts with walking behavior of customers. As a result, in this paper we came up with some useful suggestions for more efficient in-store area management.

Keywords

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

In this paper we use the terms “shopping path”, “distance” and “shopping route” interchangeably.

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References

  1. Larson, J.S., Bradlow, E.T., Fader, P.S.: An Exploratory Look at Supermarket Shopping Paths. International Journal of Research in Marketing 22(4), 395–414 (2005)

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  4. Hui, S.K., Bradlow, E.T., Fader, P.S.: Testing Behavioral Hypotheses using An Integrated Model of Grocery Store Shopping Path and Purchase Behavior. Journal of Consumer Research 36(3), 478–493 (2009)

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© 2010 Springer-Verlag Berlin Heidelberg

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Kholod, M., Nakahara, T., Azuma, H., Yada, K. (2010). The Influence of Shopping Path Length on Purchase Behavior in Grocery Store. In: Setchi, R., Jordanov, I., Howlett, R.J., Jain, L.C. (eds) Knowledge-Based and Intelligent Information and Engineering Systems. KES 2010. Lecture Notes in Computer Science(), vol 6278. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15393-8_31

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  • DOI: https://doi.org/10.1007/978-3-642-15393-8_31

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-15392-1

  • Online ISBN: 978-3-642-15393-8

  • eBook Packages: Computer ScienceComputer Science (R0)

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