Parcours, déplacements et actions face au rayon : mieux comprendre le comportement physique du consommateur en magasin pour mieux comprendre ses achats

Abstract : Although shopping behavior becomes more and more important within marketing academic literature, most of research on this topic does not actually observe shopping behavior. Most of the time, it is measured with questionnaires that capture self-reported behavior, which is potentially very different from actual behavior. However, consumer purchases, most of the time decided in store, directly depend on physical shopping behavior (shopping path, alleys that consumer visits or avoids, products he passes by, actions he performs in front of shelves, products he grabs, investigates, tries and eventually abandons or chooses). This dissertation's main idea is to study in-store physical shopping behavior. This thesis is divided into two studies. The first study aims at better understanding what physical shopping behavior is: get an intelligible picture of this behavior by determining what its main dimensions are as well as its relationships with purchases. The second study aims at using the information contained in physical shopping behavior in order to improve a probabilistic model of purchase analysis: market basket analysis. Both these studies allow investigating a different angle of the main topic. Together, they bring original insights about in-store shopping behavior. To reach our research objectives, we have developed a new data collection tool allowing to unobtrusively observe consumers, and capture and time-stamp each of their precise actions during the entire shopping trip
Document type :
Theses
Business administration. HEC PARIS, 2009. French


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Submitted on : Thursday, September 9, 2010 - 8:47:38 AM
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Julien Schmitt. Parcours, déplacements et actions face au rayon : mieux comprendre le comportement physique du consommateur en magasin pour mieux comprendre ses achats. Business administration. HEC PARIS, 2009. French. <pastel-00516252>

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