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

Date of publication: March 30, 2003

Abstract:

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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