Where you put it counts


Wednesday, 17 October, 2018


Where you put it counts

The rearrangement of a Warwick grocery store gave researchers some insight into consumer purchasing behaviour.

Rootes Grocery Store rearranged and placed its fruit and vegetables closer to the store’s entrance. This position was serendipitous and had nothing to do with researching consumer fruit and vegetable purchases.

Dr Oyinlola Oyebode of Warwick Medical School heard about the changes and was keen to investigate whether they had had any effect on fruit and vegetable purchasing. A team of researchers examined data from the shop tills (from January 2012 to July 2017) to examine sales before, during and after changes to the store’s layout and found a significant change in purchases.

After the fruit and vegetables were closer to the store entrance, sales of fruit and vegetables increased 15% in both volume and value. Not only did the purchases increase immediately following the relocation, it appears that the increased level is being maintained over time.

The research, ‘Choice architecture modifies fruit and vegetable purchasing in a university campus grocery store: time series modelling of a natural experiment’, has been published by BMC Public Health.

Image credit: ©stock.adobe.com/au/Liddy Hansdottir

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