A Mobile Shopping Assistant to Support Product Domesticity in Consumer Decisions

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A Mobile Shopping Assistant to Support Product Domesticity in Consumer Decisions. 18 th Panhellenic Conference on Informatics Stamopoulos Sotirios - Foivos Andreas Komninos Ioannis Garofalakis. Product Choice Decision Factors Price Quantity Brand Domesticity Ethical Consumer. - PowerPoint PPT Presentation

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A Mobile Shopping Assistant to Support Product Domesticity in Consumer Decisions18th Panhellenic Conference on Informatics

Stamopoulos Sotirios- FoivosAndreas KomninosIoannis Garofalakis

Hello, my name is Stamopoulos Sotirios Foivos and I obtained a Master of Science in Computer Science from the Computer Engineering and Informatics Department of the University of Patras.Today, I will present you the main object of my master thesis with title: A Mobile Shopping Assistant to Support Product Domesticity in Consumer Decisions

1IntroductionProduct Choice

Decision FactorsPriceQuantityBrand Domesticity

Ethical Consumer

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Often consumers, when confronted with a choice of products in supermarkets must make decisions on which product to choose. The decision depends on several factors like: price, quantity, brand and domesticity.

Talking about domesticity, we come up with the concept of the Ethical consumer: a consumer who makes decisions under the awareness of ethical issues

2IntroductionTrue domestic value difficult to ascertain

Unclear labeling strategy

Product company owned by another foreign or multinational

Not prominently displayed in the package

Hardly legible or difficult to find18th Panhellenic Conference on Informatics3

Although research shows that domesticity is an important factor to consumers for the formulation of their choices ( )

We should note that the domesticity factor is strongly important in the food item category.

Example: made in EU.3Persuasive TechnologyClass of systems whose target is to change humans attitudes and behaviors

Foggs eight step process

Principal factorsMotivationAbilityTriggers4

18th Panhellenic Conference on InformaticsWe designed and developed a mobile persuasive application to raise user's interest in specific products, by providing information about each product, focusing on the production country and the origin of the company that produces it.

Choosing a simple behavior to target, receptive audience, Find what is preventing target behavior, Choose an appropriate technology channel, find relevant examples, Imitate successful examples, Tests and Iterate quickly, Expand on success

There are three principal factors that affect persuasive technology design.Ethnocentricity limited/lack of information shopping opportunity4Product Recommendation SystemConsists of:

Mobile Application

Product Database Management System

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The mobile application which is an Android app. (API Level:10, Gingerbread version, was the most popular at the time we developed the app)We should also note that we have integrated Zing barcode scanner in our mobile app, through which the scan process is achieved.

(For the needs of the experiment, we provided users with an HTC Magic mobile phone with the mobile application installed)

Through the PDMS the administrator can have access to the central products database. Web application hosted on a server.

For the development of the PDMS we used HTML, PHP, MySql javascript.

5Product Recommendation System

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In this slide you can see the architecture of the system we implemented.During shopping, the user receives information about each product by optically scanning product barcodes with the mobile device. Recommendations for similar products based on product origin are also provided. We should note that the products should already be registered in the local DB in order to be recognized.

Moreover, the application communicates through an internet connection with the server where the PDMS is hosted and can update its local database copy from the central database.The administrator is the only person who has access to the PDMS and is responsible for the management of the central database. (The local database of the mobile device uses SQLite. It requires a small amount of memory and is integrated in every Android device.The design of the databases is the same because they contain the same data.)6Product Scanning Process

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As shown in the following figure the main menu of the application consists of the following four buttons: 'Scan!', 'Companies', 'Products' and 'Update'.By pressing the scan button the integrated android application 'Barcode Scanner' is called and the camera of the mobile device is used as a barcode scanner. Thus, when the user aims with the camera, the barcode of a desired product, our application displays information about it.In case the user scans a product that is not registered in the local database, the application notifies them that the scanned product is not registered and asks if they want to register it. If the user wants to register it then they have to fill in a form providing the product information.Recommendations for similar products based on product origin are also provided.

By selecting the 'Companies' button, the user is transferred to a list of the names of the companies registered in the central database. Next to the name of domestic companies, we have added the picture of the domestic country flag, so it is easier for the user to set them apart through the list. By selecting a company, the user can navigate to the categories for which the company has products, to the relevant product subcategories and finally to the products as well as the product details of each subcategory.

By selecting the 'Products' button, the user is transferred to a list of all the available product categories. By selecting a category, the user can navigate to its subcategories and to the products as well as the product details of each subcategory.

Finally, by selecting the 'Update' button, the mobile application checks for available networks. In case the mobile device is connected to a network with access to the Internet, the application communicates with the server where the central database is hosted and updates its local database. At the same time, if the user has manually entered any new product or company in the mobile application, the record(s) are uploaded to the server.

7Product Database Management System18th Panhellenic Conference on Informatics8

The main page of the PDMS which consists of the following four sections: 'Categories', 'Companies', 'Products' and 'Proposals'. Its operation is not a part of our evaluation hence we will not expand on its use further.

8Experiment Set-Up 2 Phases:

Shopping without Application

Application Assisted Shopping

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To evaluate the effect of our application on shopping behavior, we designed and carried out a lab-based evaluation using real participants. Within this study, we asked participants to perform a number of shopping tasks with and without the use of the mobile application we developed. Then we compared the results in order to observe whether it can affect the users decision making process during shopping for groceries.9Experiment Set-Up

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In total we recruited 32 participants (18 female). The participants age ranged from 18 to 56 years old. To emulate the shopping environment of a grocery store, we used a room at the University of Patras, organized it in the layout of a small mini market and asked from the participants to buy some products according to a shopping list we gave them. Each product of the mini market was represented by an A4 page.

We used Greece as the domestic country!10Experiment ParametersPhase 1 Criteria:PriceProduct quality (packaging)Product & Company name

Phase 2 Criteria:PriceProduct quality (packaging)Product & Company nameProduction countryCompanys origin

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Phase 1On purpose we excluded the information that stated/indicated if the product is produced domestically or not.Product quality: as estimated from the package of the productProduct origin: assumption from product/company name

Phase 2In Phase 2, the participants were asked to buy some products according to the shopping list we gave them, making use of the mobile application we implemented. The had to scan all of the products that suited the shopping list.

11Experiment ParametersCompany NamingGreek AmbiguousForeign

Product PricingGreek price > Foreign priceGreek price = Foreign priceGreek price < Foreign price

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The purpose of this separation is to prevent the user from recognizing if a product is Greek or not, in case he is not using our mobile application.

There is a 15% deviation in the pricing. We used this parameter is to investigate whether and how the criterion of price plays a role in selecting a product in relation to its origin.

12Experiment ParametersIn each phase:

18 products3 product categories3 product subcategories2 products per subcategoryShopping list with 9 products1318th Panhellenic Conference on Informatics

Each category consists of 6 products, which per pair belong to the same subcategory. More specifically, the pairs that belong to the same subcategory are similar products of different company, origin and price but of the same quantity

Categories: Meat, Pasta, Cereals

Subcategories: macaroni, pens, tortellini / chicken, pork, cal