Uniform Methods for the Collection and Presentation of Basic Customer Shopping Pattern Data

Introduction : Study of customer shopping patterns in retail food stores, as a direct method of determining the proportion of customers exposed to and purchasing an item at specific store locations, is being used by an increasing number of retail organizations. It is an additional tool in the planning of food store layout and merchandise arrangement. The procedure for collection and presentation of data on basic customer shopping patterns is provided here as a guide, based upon various approaches that have been used by Federal and State marketing specialists. This type of research is in the development stage and procedures are subject to refinement as experience is gained. Uniformity in the collection of data by public agencies will permit data from different sources to be combined and analyzed with a view toward the confirmation of observed relationships. Establishment of consistent relationships will serve as a basis for stronger recommendations for individual stores. Results can be exchanged and compared on the same basis. Uniformity will also permit an individual researcher to make certain analyses on store-to-store differences. These recommended procedures are suggested as guidelines only, and the extent to which they are utilized by an individual researcher will vary, depending upon his objectives and upon the time, manpower, and other resources available.