a.\tShopping activities.<\/strong> Until the proliferation of the Internet shopping depended on physical stores being located near potential shoppers. Now consumers are purchasing product from around the globe and having it shipped right to their door via the Internet. Consumers can also purchase in other non-traditional ways such as vending machines and the use of their Smartphones to make a purchase from anywhere. There are usually one of four reasons why consumers go to a store (or visit a shopping website):<\/p>\n i.\tWhich direction do customers turn when they enter the store?<\/p>\n ii.\tWhere are the sale items located? <\/p>\n iii.\tHow long do customers linger in a store\/given area? <\/p>\n iv.\tWhich areas of the store are the most\/least crowded?<\/p>\n v.\tWhat impediments to shopping are there?<\/p>\n vi.\tHow long are lines? <\/p>\n d.\tTheory of the Butt Brush<\/strong><\/p>\n i.\tDuring an early study of Bloomingdales in New York City, by Paco Underhill (author of The Science of Shopping) he put a camera in one of the main entrances of the store hoping to study how shoppers negotiated the doorway during its busiest time. Instead, they noticed that shoppers – especially women \u2013 don\u2019t like being brushed from behind. They noticed this by looking at the tie rack that was located right near the doorway they were studying. People would go to the rack and browse through the ties that were on display. Then they would be bumped by people heading in and out of the store. After a few bumps the shopper would leave the rack. Paco told this to his client and his client noted that the sales of the ties were lower than usual. They moved the tie rack and sales went up quickly and substantially.<\/p>\n b.\tFour Types of Shopping Activities<\/strong><\/p>\n i.\tAcquisitional Shopping\u2014Customers go to the store intending to make purchases and acquire product or services.<\/p>\n ii.\tEpistemic Shopping\u2014Customers shop to obtain information about the products they intend to purchase in the near future.<\/p>\n iii.\tExperiential Shopping\u2014Recreational activities to satisfy the customer\u2019s need for fun and relaxation. Sometimes people shop just for the experience or due to boredom.<\/p>\n iv.\tImpulsive Shopping\u2014Spontaneous shopping that leads to a need for self-fulfillment. Consumers often purchase things without thinking and don\u2019t consider the consequences.<\/p>\n c.\tAnthropology (behavioral science)<\/strong> has devoted a branch to the study of modern shoppers\u2026. It studies shoppers interacting with retail environments (and not only stores \u2013 this includes banks and restaurants), so this means they study every rack, counter, display, entrance, exit, cashier line, parking lot\u2026 every nook and cranny that you could imagine of a retail environment. Research in the study of shopping is not high-tech. The most important research tool is a person called a tracker. A tracker is a field researcher of the shoppers. Trackers make their way through stores following every little move a shopper makes. They follow a shopper around inconspicuously and record virtually everything the shopper does \u2013 such as how many ties they pick up or how many towels they may touch. The trackers notice things about the retail environment that a normal employee wouldn\u2019t notice. They apply extreme attention to a specific area and then analyze what could make that retail space better for the shopper and more profitable for the retailer. Here are some of the things a tracker will analyze:<\/p>\n \n","protected":false},"excerpt":{"rendered":" Consumer Behavior The Science Behind Shopping a. Shopping activities. Until the proliferation of the Internet shopping depended on physical stores being located near potential shoppers. Now consumers are purchasing product from around the globe and having it shipped right to their door via the Internet. Consumers can also purchase in other non-traditional ways such as […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[30],"tags":[],"class_list":["post-3989","post","type-post","status-publish","format-standard","hentry","category-customers"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/3989","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=3989"}],"version-history":[{"count":0,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/3989\/revisions"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=3989"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=3989"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=3989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}