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1、Dept.ofAnthropologySafeway&Frito-LayPurchaseBehaviorPilotStudyMarch–August2006SMU:RobertV.Kemper,M.RyanFisher,andDavidLeeFrito-Lay:JLaFontaine,GregMcIntee,andCraigMusgroveSafeway:ReedJohnsonandSteveFlemingDept.ofAnthropologySafeway&Frito-LayPurchaseBehaviorPilotStudyObj
2、ective:ConductapilotresearchstudytobuildanunderstandingofhowSafewayshoppersshopthesaltysnackshelfinordertogrowsalesbybettermeetingtheiruniqueneeds.Dept.ofAnthropologySafeway&Frito-LayPurchaseBehaviorPilotStudyGoal:FocusonShopperBehaviorwithinthestoreandhowshoppersintera
3、ctwithproducts.OriginalPlan:Conductunobtrusivein-storeethnographicobservationofconsumersplusanalysisofvideosurveillancedataorvideotapinginstore.RevisedPlan:Gatherunobtrusivein-storevideodataforquantitativeandqualitativeanalysis,withnoethnographicobservationofconsumers.D
4、ept.ofAnthropologySafeway&Frito-LayPurchaseBehaviorOriginalPlan:Typesofinformationtobecompiled:ShopperDemographics(visual)Gender,Age,Clothing,NumberofShoppersinGroupShopperBehaviorTimeofday,ShoppingList,UseofAdPathfollowedthroughoutstore,useofcart,timeinstoreItemsshoppe
5、dForItemstouched,labelsread,pricechecking,coupons,etcSpecificbehaviorinthesaltysnackaisleCheckOutBehaviorExpress,Regular,UseofLoyaltyCard,Useofbags,carts,etcDept.ofAnthropologySafeway&Frito-LayPurchaseBehaviorRevisedPlan:Typesofinformationtobecompiled:ShopperDemographic
6、s(video-derived)Gender,age,clothing,numberofshoppersingroupShopperBehavior(video-derived)Timeofday,shoppinglist,useofadPathfollowedthroughoutstore,useofcart,timeinstoreItemsShoppedForItemstouched,labelsread,pricechecking,coupons,etcSpecificbehaviorinthesaltysnackaisleCh
7、eckOutBehaviorExpress,regular,useofloyaltycard,useofbags,carts,etcDept.ofAnthropologySafeway&Frito-LayPurchaseBehaviorFieldSitesSelectedforthePilotStudy:ConsultationsbetweenFrito-LayandSafewayrepresentativesledtotheselectionofTwoTomThumbstores--#3658inArlingtonand#1788i
8、nPlano–withsimilarSpectrademographics.ThePlanostorewasincludedespeciallybecauseitwasthesiteofthenewsix-shelfsy