PHILADELPHIA -- Though scores of studies have attempted to zero in on the purchasing habits of consumers, few have been able to examine the actual paths that shoppers take through a store. Thanks to radio frequency identification technology, Wharton marketing professor Peter Fader and his colleagues at the University of Pennsylvania here have been able to focus exclusively on shoppers' in-store routes. Their study, "An Exploratory Look at Supermarket Shopping Paths," was based on ...

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