Designing Interior Stores’ Space Based on Simulating Individuals’ Movement Patterns

Document Type : Research Paper

Authors

1 Ph.D. Candidate in Business Administration (Marketing Management), Semnan University, Semnan, Iran

2 Professor in Business Management, Semnan University, Semnan, Iran

3 Associate Professor in Business Administration, Semnan University, Semnan, Iran

4 Assistant Professor, Department of civil engineering, Shahrood Branch, Islamic Azad University, Shahrood, Iran

Abstract

The main purpose of this study is to designing interior stores’ space based on simulating individuals’ movement patterns. On this basis, it is exploratory in terms of objective and applied in terms of results. The statistical population of the study included customers of Ghoghnoos hypermarket in Semnan and data collected using CCTV films of a hypermarket. Several steps were taken to design the interior. In the first step, the in-store customer behavior was analyzed using empathic design techniques. In the second step, using AutoCAD design software, the store space was designed with standard template layouts and, using the focus group approach, a layout based on customer feedback was designed. In the third step, using the simulation method, different store layouts were designed and the people's movement pattern was simulated and Finally, using linear regression, the number of sales items for each scenario was defined, predicted and compared. The results of linear regression analysis showed that distance traveled, speed of movement, shopping time and type of customer behavior are factors influencing basket size forecasting. The results of comparing different store layout scenarios showed that after forced-path layout, layout designed with customer involvement, had the highest percentage of changes in increasing purchase time (12%), distance traveled (22%) and basket size (18%).

Keywords

References

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Journal of Business Administration Researches
Volume 12, Issue 24
March 2021
Pages 425-445

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