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【正文】 Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Pilot Study March – August 2022 SMU: Robert V. Kemper, M. Ryan Fisher, and David Lee FritoLay: J LaFontaine, Greg McIntee, and Craig Musgrove Safeway: Reed Johnson and Steve Fleming Dept. of Anthropology Safeway amp。 FritoLay 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 amp。 FritoLay Purchase Behavior Pilot Study Goal: Focus on Shopper Behavior within the store and how shoppers interact with products. Original Plan: Conduct unobtrusive instore ethnographic observation of consumers plus analysis of video surveillance data or video taping in store. Revised Plan: Gather unobtrusive instore video data for quantitative and qualitative analysis, with no ethnographic observation of consumers. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Original Plan: ? Types of information to be piled: – 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 amp。 FritoLay Purchase Behavior Revised Plan: ? Types of information to be piled: – Shopper Demographics (videoderived) ? Gender, age, clothing, number of shoppers in group – Shopper Behavior (videoderived) ? 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 amp。 FritoLay Purchase Behavior Field Sites Selected for the Pilot Study: Consultations between FritoLay and Safeway representatives led to the selection of Two Tom Thumb stores 3658 in Arlington and 1788 in Plano – with similar Spectra demographics. The Plano store was included especially because it was the site of the new sixshelf system being implemented by FritoLay. Selection of these stores – each requiring a daily 50mile roundtrip from SMU to change out SD memory cards and batteries – required more time and expense than had been anticipated during the initial planning for the pilot study. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior The Plano Tom Thumb Store 1788: Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior The Arlington Tom Thumb Store 3658: Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Time Line for the Pilot Study: Initial start of instore video work: 26 April 2022 (at Plano Tom Thumb Store 1788) Unexpected end of instore video work: 28 April 2022 (due to interference caused by wireless transmitters/receivers operating at , the same frequency used by instore scanners) Restart of instore video work: 24 June 2022 ? at Arlington Tom Thumb Store 3658 – 24 June to 1 July ? at Plano Tom Thumb Store 1788 – 7 July to 13 July ? at Arlington Tom Thumb Store 3658 – 15 July to 20 July ? at Plano Tom Thumb Store 1788 – 23 July to 28 July Completion of instore video work: 28 July 2022 Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Methods used in the Pilot Study: Data were gathered by using 6 batteryoperated MemoCam? Digital Video Recorders (DVRs) in conjunction with ultrasmall color cameras. Program profiles and data were transferred between the DVRs and a notebook puter via 2GB SD memory cards. In addition, more than 300 ph
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