The influence of shopping path length on sales growth and its variance

Shunichi Ohmori*, Masao Ueda, Kazuho Yoshimoto

*この研究の対応する著者

研究成果: Article査読

1 被引用数 (Scopus)

抄録

We study the influence of shopping path length on the number of items purchased. It is a well known fact in in-store shopper marketing that the longer the travel distance, the more items purchased. We analyze a shopping path data of 556 shoppers collected at a retail store in an urban are in Tokyo, Japan. We observed the fact the longer the travel distance, the greater the variance of the number of items purchased as well as its average. To explain this fact, we proposed a probability model of sequential purchase decisions using the Bernoulli process. We can estimate the number of items purchased as the binomial distribution given the shopping path. In the case study, we show how this assumption can be justified by the data from a real store.

本文言語English
ページ(範囲)112-117
ページ数6
ジャーナルOperations and Supply Chain Management
12
2
DOI
出版ステータスPublished - 2019

ASJC Scopus subject areas

  • 管理情報システム
  • 統計学、確率および不確実性
  • 経営科学およびオペレーションズ リサーチ
  • 情報システムおよび情報管理

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