【正文】 rk: 28 July 2022 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 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 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 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 photographs (using an Olympus? C5050 digital camera) were taken in the two Tom Thumb stores. These highresolution photos provide detailed visual information on store layouts and on the products located on the snack aisles. Video data were transferred each morning from the MemoCam SD memory cards to a notebook puter. Then, later in the day, the video data were backed up to two external hard disks at the SMU Dept. of Anthropology. Two sets of six batteries were used, so that one set could be used in store while the other set was being recharged in the lab at SMU. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Characteristics of Video Recording System: The MemoCam? units use a proprietary technology to record scenes as a series of frames (stored in JPEG format). The MemoCam? software is installed on puters and the specific settings are recorded onto Secure Digital (SD) memory cards and then the SD cards are installed and activated in the individual MemoCam? DVR units in the store locations. Subsequently, the JPEG frames on the SD cards are transferred to puter hard disks. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Camera Set Up 2 Used in the Plano Tom Thumb: Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Shoppers on Snack Aisle by Age Range N o . o f S h o p p e r s b y A g e ( r a n g e )T o m T h u m b S t o r e 3 6 5 8 ( A r l i n g t o n , T X ) 2 9 J u n e 2 0 0 611661274421050100150200250300C h i l d T e e n Y o u n g A d u l t A d u l t E l d e r l y A d u l t I n d e t e r m i n a t eDept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Tom Thumb Store 3658 (Arlington, TX) 29 June 2022 No. of Shoppers in Each Shopping Group ? 1 Shopper = 301 (76%) ? 2 Shoppers = 72 (18%) ? 3 Shoppers = 20 ( 5%)