Abstract
The commodity layout of a large supermarket has an important impact on the sales and benefits of the supermarket. The quality of the commodity layout directly affects the consumer’s psychological feeling and purchasing behavior in the shopping process. According to the previous research, we can find that the traditional commodity layout method has the shortcomings of lack of data support, poor stability, and does not include the actual factors such as the impulse purchase behavior of consumers and the purchase law of commodities in the research scope, resulting in the problem that the optimization effect is not obvious. In view of this deficiency, this paper proposes a commodity layout method based on comprehensive correlation degree. Firstly, the concepts of adjacency effect value and placement freedom degree are given. Based on this, transaction data is used to mine association rules of commodities in customers’ shopping baskets, and the influence of the same commodity on surrounding commodities due to different placement positions is further analyzed. Based on the maximization of the comprehensive correlation value, an analytic model for the optimization of commodity layout is established, and the optimal commodity layout is obtained by using genetic algorithm. In this article, the layout of the B supermarket commodity layout is taken as an example. The overall layout is more closely related. It verifies the feasibility and superiority of the commodity layout method based on comprehensive correlation, which can better improve the market competitiveness of the supermarket.
Highlights
Consumers' impulse buying behavior is a kind of stimulus response, which can stimulate consumers' inner purchasing desire through external stimulation, making purchasing behavior
In addition to the commodities they plan to buy in advance, they will purchase some commodities because of the impulse of external stimulus
The distribution of commodities in large supermarkets has a direct impact on consumers' psychological feelings and purchasing behavior during the shopping process
Summary
Consumers' impulse buying behavior is a kind of stimulus response, which can stimulate consumers' inner purchasing desire through external stimulation, making purchasing behavior. In addition to the commodities they plan to buy in advance, they will purchase some commodities because of the impulse of external stimulus. Commodity layout is an important way to promote consumption. The distribution of commodities in large supermarkets has a direct impact on consumers' psychological feelings and purchasing behavior during the shopping process. Studying the stimulation of external layout on consumers' purchasing behavior and optimizing the distribution of supermarket commodities is a way to attract and retain consumers to buying and improve supermarket sales
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