A Non-linear Statistical Geometric Model of Shoppers' Purchase Behavior at Supermarkets

2018 Fiscal Year Final Research Report

• Project/Area Number: 16K21504
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Social systems engineering/Safety system; Management
• Research Institution: Kansai University
• Principal Investigator: KANEKO Yuta 関西大学, ソシオネットワーク戦略研究機構, PD (40770300)
• Project Period (FY): 2016-04-01 – 2019-03-31
• Keywords: 顧客動線データ / 動線可視化システム / スケーリング指数 / 消費者行動モデル / 売場レイアウト

Outline of Final Research Achievements

In this study, we developed a three-dimensional visualization system of shopping paths in a Japanese supermarket, defined the geometric complexity of shopping paths as an indicator, and, using a consumer behavior model, analyzed how they influence consumer purchases. Adding a time axis to the visualization made it possible to understand intuitively when customers would likely gather on a specific sales floor. Our consumer behavior model revealed that in the commodity category of fresh produce such as seafood and meat, customers became easier to buy products as the complexity of the shopping path increased. Results suggest that managers can encourage customer movement with displays and notifications targeted at shoppers who most often purchase specific commodities, such as housewives among family shoppers.

Free Research Field

経営学

Academic Significance and Societal Importance of the Research Achievements

本研究は実店舗の消費者行動研究に幾何学的な視点を導入した点に学術的意義がある。本研究では以下の４つの点から消費者の店内購買行動を明らかにした。(1)顧客動線の３次元可視化システムの開発;(2)スケーリング指数による顧客動線の複雑度の定量化;(3)動線の複雑度を含む消費者行動の計量モデリング;(4)動線の複雑度と購買結果の関係性の推定と効果的な売場レイアウトの提言;本研究成果には、売場配置の再検討や店頭マーケティングの効率化など、経営施策改善のための示唆が含まれており、小売・流通業界へ貢献する社会的意義があると考えられる。