تحلیل الگوی حرکتی و رفتار مشتریان در فروشگاه با تاکید بر عامل جنسیت

نوع مقاله : مقاله پژوهشی (کیفی)

نویسندگان

1 دانش آموخته دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشگاه سمنان

3 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

4 استادیار گروه عمران، واحد شاهرود، دانشگاه آزاد اسلامی، شاهرود، ایران

10.34785/J018.2022.012

چکیده

رفتار حرکتی و رفتار خرید مشتریان در فروشگاه، اطلاعات مفیدی را در بازاریابی و چیدمان فروشگاه در اختیار صاحبان فروشگاه قرار می‌دهد. هدف از این پژوهش بررسی رفتار حرکتی و رفتار خرید مشتریان با تاکید بر عامل جنسیت است. پژوهش از لحاظ هدف کاربردی و از نظر گردآوری داده‌ها توصیفی- پیمایشی است. داده‌های پژوهش با استفاده از فیلم‌های دوربین مدار بسته فروشگاه در هایپرمارکتی در شهر سمنان جمع‌آوری شده است. داده‌های حرکتی با استفاده از نرم‌افزار شبیه‌ساز (Pathfinder) و رفتار خرید با استفاده از نرم‌افزار (Observer XT) آنالیز شدند. سپس با استفاده از آزمون مقایسه میانگین رفتارهای حرکتی و خرید زنان و مردان با هم مقایسه شدند. مقایسه نتایج داده‌های حرکتی مشتریان نشان داد که بین مسافت طی شده در فروشگاه بین زنان و مردان تفاوت معناداری وجود ندارد ولی زمان خرید و زمان توقف زنان بیش از مردان بوده و سرعت حرکت مردان بیشتر از زنان است. مقایسه نتایج داده‌های رفتار خرید مشتریان نشان داد که درگیری ذهنی زنان در خرید نسبت به مردان بیشتر بوده است. رفتار غالب مردان خرید سریع بوده ولی زنان در خرید، محصولات و برندهای مختلف را بررسی کرده و سپس تصمیم به خرید می‌گیرند. در نهایت بر اساس نتایج پژوهش، پیشنهاداتی ارائه شده است.

کلیدواژه‌ها

عنوان مقاله [English]

Movement Pattern and Customer Behavior Analysis in the Store with Emphasis on Gender Factor

نویسندگان [English]

  • Mehri Shahriari 1
  • Davood Feiz 2
  • Azim Zarei 3
  • Ehsan Kashi 4
1 Ph.D. in business management (marketing management), Semnan University, Semnan, Iran
2 Semnan University
3 Associate Professor in Business Management, Semnan University, Semnan, Iran
4 Assistant Professor, Department of civil engineering, Shahrood Branch, Islamic Azad University, Shahrood, Iran
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Customers’ Movement Patterns
  • Neuro-Marketing
  • Gender
  • Store Shopping
  • Purchase Behavior

مراجع

منابع
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