店頭アクセスデータを用いた顧客の商品選択過程に関する研究

概要

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In this study, we are to classify customers by their choice behavior of products in front of shelf in a store, and to analyze the effects of marketing variables to product choices of customers. Conventional POS data reveal results of customer choices in their purchasing, however, the product selection process of customers cannot be analyzed by the data. We observed the product selection process of customers in front of shelf in a store by video camera, and analyzed them employing a structural equation model. Among findings, the customers are categorized into four latent classes with respect to product selection process in the store.
日本社会情報学会の論文