Excerpts: Our research has been primarily concerned with the measurement of the reaction of customers to the different aspects of retail merchandising such as (1) type, location, and size of display, (2) quality and pricing of the products, (3) type, size, and color of package, and (4) shopping patterns and customer habits. Customer reaction to different merchandising techniques is normally measured by actual purchases rather than by what customers say they will purchase. In carrying out our research, we cooperate with cost and efficiency, market quality, and consumer opinion specialists to obtain as complete a picture as possible of the particular merchandising techniques being studied. I would like to discuss with you for a few minutes an area of research relating to customer behavior in grocery supermarkets. This information is useful to management by supplementing customary records such as sales, inventory records, and profit margins. By an examination of traffic flow data, it is possible to find out which locations and which commodities are bypassed by the customer and which draw the most traffic, judgment of the retailer is still necessary in determining why customers shop certain areas of the store and bypass others. After short comings are pinpointed, experience and experimentation are required to determine improved layouts and commodity arrangements.