Using ethnography and observation research to understand consumer behaviour in the retail aisle

Date of publication: March 30, 2003


In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle.This paper describes research conducted for Black&Decker, Society Brass Collection among consumers while shopping for door hardware. Consumers were observed, their behaviour quantified, and additional in-depth interviews conducted. During the interviews, consumers shared insight into their shopping process and explained reasons for their observed behaviour. Results present an in-depth understanding of how retail cues, product placement, brand loyalty and package design impact the purchase decision while in the retail aisle.

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