VR 2017

2017 IEEE Virtual Reality (VR), March 18-22, 2017, Los Angeles, CA, USA

Desktop Layout

Extraordinary Environments and Abnormal Objects
Conference Papers
Ballroom B, Chair: Xubo Yang
A Study on the Use of an Immersive Virtual Reality Store to Investigate Consumer Perceptions and Purchase Behavior toward Non-standard Fruits and Vegetables
Adrien Verhulst, Jean-Marie Normand, Cindy Lombart, and Guillaume Moreau
(Ecole Centrale de Nantes, France; Audienca Business School, France)
Abstract: 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.

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Time stamp: 2019-07-19T00:10:11+02:00