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Measure in-store behavior for marketing research

See attached files.

Part 1-

Measuring in-store shopping behavior has been, up to now, problematic. Sensor activiated video cameras and observers have been used to track in-store behavior but making those cameras and/or observers unobtrusive have been difficult. Two recently developed methods are presented that purport to measure in-store shopping behavior in much the same way that cookies are used to track the lilnks that shoppers click on when searching for a product or information on products.

For example, if the marketing manager of Tide wants know how long customers stand next to P&G's new reformulated Tide and to competitive products, if and how long they pick up and inspect the new reformulated Tide and/or competitive products, and whether they choose to put down the new reformulated and/or competitive products and pick up something else; that marketing manager can buy a research study that will get that manager the desired information. As the Manager of Marketing Resarch at P&G, you need to set a price on the requested study. And, if the price of the study depends on how the desired information is collected; you need to explain the type and quality of the data that can be collected using ShoppingTrip360 vs. virtual reality.

As the Manager of Marketing Research at P&G, you need to explain the advanteges and the disadvantages or using ShoppingTrip360 vs. virtual reality to study in-store shopping behavior to the Product Manger for Tide.
Build a case in favor of or against collecting behavioral data.

Use these cites for reference:

Swedberg , Claire (2008, August 22) Product and Shopper Movement Tracked by ShoppingTrip360. RFID Journal. Available on 10 November 2009 at


Wasserman, Todd (2009, April 16). Virtual Shopping, Real Results. Brandweek.
Available on 10-Nov-09 at

Part 2-

Fashion Retailers of seasonal goods face the daunting task of predicting how much to buy when they place initial orders, when to place orders for additional items, and when to markdown what doesn't sell. Past company sales by month are used to predict future sales. The U.S. Childrens & Infants Clothing Stores Industry report, published annually, contains industry sales forecasts and estimates on up to 10 sub-industries, including pants, shirts, dresses, shoes, underwear, and sleepwear. Consumer intentions as measured by consumer confidence are used to adjust the historically generated predicted sales. And intuition based on customer knowledge and whether the latest fashions will appeal to those cutomers are used to order products.

What data would you require if you took on the responsibility of forecasting sales for Children's Place? Defend you position.Present a method for forecasting seasonal sales of consumer-oriented fashion merchandise

Use the two attachments for part two, if needed.

Please cite any work used.


Solution Preview

The solution is in the attached document.

Measuring consumer behavior is made easier, with the use of new technology tools. Video
Cameras can provide precise information on what consumers choose, how long the process takes
and whether they have considered competitors' products, before making final selections. However,
such recorders are difficult to hide and may be intimidating to some consumers. Others, when they
become aware of such devices, may choose to shop elsewhere or may purposely behave in an
unnatural manner. Shopping Trip 360 offers a means of measuring buying behavior, without the
need for obtrusive cameras. The technology relies on sensors on shopping carts and on store
shelves, where products are stocked for purchase.
One of the disadvantages of Shopping Trip 360, is that it does not provide an actual review
of each buyer's behavior. However, when a product is placed back on the shelf, such data is
available. In other words, the system will know if the customer changes his or her mind and chooses
a competing product. Aside from being a less obtrusive means of measurement, the system can
help product manufacturers establish more personal customer relationships. "Additionally, the
system platform allows customers to use ...

Solution Summary

The measure for in-store behavior for marketing research is examined.