【正文】 FritoLay Purchase Behavior Pilot Study Acknowledgements We wish to thank Mr. David Black (Manager) and the other staff members at the Plano Tom Thumb Store 1788, located at 7801 Alma Drive, Plano, TX 75025. We also wish to thank Mr. Matt Young (Manager) and the other staff members at the Arlington Tom Thumb Store 3658 located at 2735 North Collins Green Oaks, Arlington, TX 76006. This pilot study could not have been conducted without their gracious cooperation. In addition, appreciation is extended to SMU’s Undergraduate Research Assistant (URA) Program for providing matching funds for the undergraduate students – Mohamed Alibhai, Christopher Guy, Katrina Josephson, and Micah Nerio who participated in the analysis of video data during summer 2022. 。 FritoLay Purchase Behavior Pilot Study Project Results Goal 3) Leverage the insights to enhance sales development opportunities Finding: Analyzing video data can provide useful insights about consumer behavior that relate to enhancing sales. We now have more than 1,000 hours of video data on hand. With additional work, the preliminary observations offered in this initial report on the Pilot Study can be replaced by analysis of much larger, statistically significant samples of shopping data. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Pilot Study Project Results Goal 1): To understand current Safeway snack aisle shopping behavior. Finding: Digital Video Recorders (DVRs) provide excellent data about the “when” (timing) and the “where” (instore locations) of consumer purchasing decisions. DVRs provide some data on the “who” (., gender, size of shopper group) and the “what” (product choices) of consumers, but other methodologies offer superior “resolution” of these issues. DVRs do not reveal the “why” of purchase decisions. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Tom Thumb Store 3658 (Arlington, TX) 29 June 2022 A Third Store Manager’s Query: “Does engaging the display of fruits at the entrance relate to whether shoppers enter the store with a push cart, hand basket, or neither?” ? Among the 137 shoppers who entered the store between 3:00 pm and 4:00 pm, 51 (37%) had push carts, 14 (10%) had hand baskets, and 72 (53%) had neither. ? Among these 137 shoppers, only 26 (19%) engaged the fruits display. Of these 26 shoppers, 19 (73%) were using push carts. ? Of the 51 shoppers with push carts, 19 (37%) engaged the fruits display. ? Of the 14 shoppers with hand baskets, 5 (36%) engaged the fruits display. ? Of the 72 shoppers with neither push carts nor hand baskets, only 1 (1%) engaged the fruits display. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Tom Thumb Store 3658 (Arlington, TX) 29 June 2022 Patterns of Entering the Store Between 3:00 pm and 4:00 pm, 137 adults entered the store, of whom 63 (46%) went to the left and 74 (54%) went to the right. ?Among those going to the left, 28 (44%) were females and 35 (56%) were males. ?Among those going to the right, 37 (50%) were females and 37 (50%) were males. (Note: the store manager expected the proportions to be closer to 80%90% to the right and only 10%20% to the left.) Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Path Analysis – Some Limitations: Digital Video Recorders (DVRs) can offer some insights into the paths shoppers take through the store, but it would be much easier to do unobtrusive ethnographic observations of shoppers during their time instore. We did an experiment (with Kemper as the subject) in which a shopper traveled throughout the store. Even with six cameras in use, much of his path was beyond the vision of the cameras or did not achieve adequate resolution to be useful. To be effective, a DVRbased path analysis would require several more cameras. Dept. of Anthropology Safeway amp。 FritoLay Purchase Behavior Tom Thumb Store 1788 (Plano, TX) 28 July 2022 The Nutrition Zone: Case 3 Dept. of