Behaviour of Customers in Retail Store Environment- An Empirical Study

Abstract

This study attempts to evaluate the behavour of a customer in retail store environment interaction. The methodology adopted in the paper looks for tracking of the time spent and the number of purchases made during shopping, together with several other beha-oioural measures. The study uncovered an interaction effect in dwell time and number of purchases between the type of shopping trip (fill-in trip vs. major trip) and the consumers' layout preference. Shoppers taking major trips were more prone to shop in a free-f orm layout, whereas those taking fill-in trips tended to prefer a grid layout. The article discusses implications for research and practice, and finally concluded by identifying areas f or future research.