菲多利购买行为.ppt

Dept. of Anthropology Safeway Frito-Lay Purchase Behavior Pilot Study March – August 2006 SMU: Robert V. Kemper, M. Ryan Fisher, and David Lee Frito-Lay: J LaFontaine, Greg McIntee, and Craig Musgrove Safeway: Reed Johnson and Steve Fleming Dept. of Anthropology Safeway Frito-Lay Purchase Behavior Pilot Study Objective: Conduct a pilot research study to build an understanding of how Safeway shoppers shop the salty snack shelf in order to grow sales by better meeting their unique needs. Dept. of Anthropology Safeway Frito-Lay Purchase Behavior Pilot Study Goal: Focus on Shopper Behavior within the store and how shoppers interact with products. Original Plan: Conduct unobtrusive in-store ethnographic observation of consumers plus analysis of video surveillance data or video taping in store. Revised Plan: Gather unobtrusive in-store video data for quantitative and qualitative analysis, with no ethnographic observation of consumers. Dept. of Anthropology Safeway Frito-Lay Purchase Behavior Original Plan: Types of information to be compiled: Shopper Demographics (visual) Gender, Age, Clothing, Number of Shoppers in Group Shopper Behavior Time of day, Shopping List, Use of Ad Path followed throughout store, use of cart, time in store Items shopped For Items touched, labels read, price checking, coupons, etc Specific behavior in the salty snack aisle Check Out Behavior Express, Regular, Use of Loyalty Card, Use of bags, carts, etc Dept. of Anthropology Safeway Frito-Lay Purchase Behavior Revised Plan: Types of information to be compiled: Shopper Demographics (video-derived) Gender, age, clothing, number of shoppers in group Shopper Behavior (video-derived) Time of day, shopping list, use of ad Path followed throughout store, use of cart, time in store Items Shopped For Items touched, labels read, price checking, coupons, etc Specific behavior in the salty snack aisle Check Out Behavior Express, regular, use of loyalty card, use of bags, cart