جستجوی مقالات مرتبط با کلیدواژه « store shopping » در نشریات گروه « مدیریت »

Customers’ movement patterns in the store provide useful information in marketing and store layout for shop owners. The purpose of this study was to investigate the customers’ flow and purchasing behavior with emphasis on gender factor. The research is applied in terms of purpose and descriptive-survey in terms of data collection. The research data were collected using the CCTV footage of a store in a hypermarket in Semnan. Movement data were analyzed using Pathfinder simulator software and purchase behavior using Observer XT software. Then, Using the compare means test, movement behaviors and shopping behaviors of men and women were compared. Comparing the results of customer movement data showed that there is no significant difference between the distance traveled in the store between men and women but women have more shopping and stopping times than men and men move faster than women. Comparing the results of customer shopping behavior data showed that women's mental involvement in shopping has been greater than that of men. The dominant behavior in men is fast shopping, but women look at different products and brands and then decide to buy. Finally, based on the research results, suggestions are presented.

Competition issue in today’s market is not exclusively limited to manufacturing enterprises. Suppliers and especially big retailers are increasingly facing this challenging problem too. Regarding to the context of Iranian culture، big retailers are against very large number of small groceries that their successfully survival depends on how they operate intelligently. These kinds of retailers in order to attract customers and increase their shopping volume need to utilize new marketing methods to increase the amount of time spent in store and consequently increase the probability of shopping. One of these methods is playing music in store. The purpose of this study is to investigate the effect of music on customer shopping through the time spent by customer in store. The present study is a survey research in terms of method and an applied-developmental research. Rashtianshoppersof Rasht Big Stores are selected as statistical population. Results using path analysis approach reveals that the effect of music on customer shopping through the time spent in store is confirmed. On the other hand، there are numerous differences among customers with various demographic characteristics.