A study on the use of an immersive virtual reality store to investigate consumer perceptions and purchase behavior toward non-standard fruits and vegetables
2017 IEEE Virtual Reality (VR) (2017)
Los Angeles, CA, USA
March 18, 2017 to March 22, 2017
Adrien Verhulst , École Centrale de Nantes, AAU UMR CNRS 1563, Nantes, France
Jean-Marie Normand , École Centrale de Nantes, AAU UMR CNRS 1563, Nantes, France
Cindy Lombard , Audencia Business School, Research Center in Marketing & Distribution In Situ, Nantes, France
Guillaume Moreau , École Centrale de Nantes, AAU UMR CNRS 1563, Nantes, France
In this paper we present an immersive virtual reality user study aimed at investigating how customers perceive and if they would purchase non-standard (i.e. misshaped) fruits and vegetables (FaVs) in supermarkets and hypermarkets. Indeed, food waste is a major issue for the retail sector and a recent trend is to reduce it by selling non-standard goods. An important question for retailers relates to the FaVs' “level of abnormality” that consumers would agree to buy. However, this question cannot be tackled using “classical” marketing techniques that perform user studies within real shops since fresh produce such as FaVs tend to rot rapidly preventing studies to be repeatable or to be run for a long time. In order to overcome those limitations, we created a virtual grocery store with a fresh FaVs section where 142 participants were immersed using an Oculus Rift DK2 HMD. Participants were presented either “normal”, “slightly misshaped”, “misshaped” or “severely misshaped” FaVs. Results show that participants tend to purchase a similar number of FaVs whatever their deformity. Nevertheless participants' perceptions of the quality of the FaV depend on the level of abnormality.
Three-dimensional displays, Virtual reality, Color, Clothing, Solid modeling, Visualization, Market research
A. Verhulst, J. Normand, C. Lombard and G. Moreau, "A study on the use of an immersive virtual reality store to investigate consumer perceptions and purchase behavior toward non-standard fruits and vegetables," 2017 IEEE Virtual Reality (VR), Los Angeles, CA, USA, 2017, pp. 55-63.