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

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.