In‐store customer behaviour in the fashion sector: some emerging methodological and theoretical directions
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 November 2003
Abstract
Store layouts are important determinants of behaviour. A review of the academic and commercial literature suggests that the methodological and theoretical approaches have provided methods and approaches that are difficult for practitioners to adopt. This paper offers a robust theoretical approach (the behavioural perspective model) and new innovative methodology that significantly advances the way retailers can plan and measure store layouts, with a view to optimising store performance. Using computer‐aided observation, customers may be tracked and their behaviour analysed in the context of consumer situations and contingencies. Implications for retail management, theory and practice are discussed within the context of fashion shopper situations.
Keywords
Citation
Newman, A.J. and Foxall, G.R. (2003), "In‐store customer behaviour in the fashion sector: some emerging methodological and theoretical directions", International Journal of Retail & Distribution Management, Vol. 31 No. 11, pp. 591-600. https://doi.org/10.1108/09590550310503311
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited