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| Author: | Sorensen, H. Suher, J. |
| Title: | The power of Atlas: why in-store shopping behavior matters |
| Journal: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 21-29 |
| Index terms: | retailing shopping consumer behaviour model testing placement |
| Language: | eng |
| Abstract: | The article introduces a model for describing in-store shopper behavior. The tool, which is called Atlas, is a mathematical model and a framework designed to help understand the behavior of a shopper inside the store, before making the actual purchase. The model should provide managers with useful information about how to place their products in a store, and eventually even predict the sales performance of an item, given the store design, merchandising and inventory. |
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