Abstract Common sense assumes that supermarket sales of specific products are driven by the number of visitors and by their behavior during their visit. In addition, certain shopping ambiances probably stimulate a certain shopper behavior, resulting in more sales. Surprisingly, these relationships have rarely been experimentally tested in real-life supermarkets. Number of shoppers, shopper movement patterns, and sales of selections of white wines, coffees, and fruits in a medium-size supermarket were monitored over an 18-week period. Wines were visited for longer (9.5 s) than coffees (4.4 s) and fruits (4.5 s), but visitors to wines were relatively stationary and visits resulted less often in a sale (1 sale per 41.2 visits) than visits to coffees (1 sale per 21.7 visits) and fruits (1 sale per 3.7 visits). Visit frequency correlated positively with higher sales for coffee (Beta = 0.64, p p = 0.02) but not for wine. Wine, fruit, and coffee sales increased with the number of directional changes during a visit ( p p p = 0.04) and wine ( p = 0.03) visits.

中文翻译：

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超市购物者的动向与销售额以及气味、光线和声音的影响

摘要 常识假设特定产品的超市销售是由访客数量和他们在访问期间的行为驱动的。此外，某些购物氛围可能会刺激某种购物行为，从而带来更多的销售额。令人惊讶的是，这些关系很少在现实生活中的超市中进行实验测试。在 18 周的时间里，监测了一家中型超市的购物者人数、购物者流动模式以及精选白葡萄酒、咖啡和水果的销售情况。葡萄酒的访问时间（9.5 秒）比咖啡（4.4 秒）和水果（4.5 秒）的访问时间长，但葡萄酒的访问者相对固定，访问导致销售（每 41.2 次访问销售 1 次）的频率低于咖啡（1每 21.7 次访问销售）和水果（每 3.7 次访问销售 1 次）。访问频率与较高的咖啡销售额（Beta = 0.64，pp = 0.02）呈正相关，但与葡萄酒无关。葡萄酒、水果和咖啡的销量随着访问 (ppp = 0.04) 和葡萄酒 (p = 0.03) 访问期间方向变化的数量而增加。