Ad world – Useless Space, Endless Opportunity - Analysis and Prediction of Visitors

 

Abstract:

Human’s behaviours and experiences in social spaces are believed to be the result of the processes of the mind that are influenced by the different features of these spaces. By observing humans behaviours and experiences, it can be feasible to read their level of interests, preferences in any social environments. However, making manual large scale observation of human behaviours using paper-and-pencil based method is a very difficult and complicated task. In this study, an attractive solution to this complicated task is discussed. Here, to improve the consumer marketing designation by counting the number of visitors visited particular ads published by consumers by developing embedded system. The system captures the visitor face angle using pi camera to calculate number of visitors looking into their ads using Matlab image processing and raspberry pi is used to control the system.

 

Introduction:

Consumer behaviour is comparatively a new field of study which evolved just after the Second World War. The sellers’ market has disappeared and buyers’ market has come up. This led to paradigm shift of the manufacturer‘s attention from product to consumer and specially focused on the consumer behaviour. The evaluation of marketing concept from mere selling concept to consumer oriented marketing has resulted in buyer behaviour becoming an independent discipline. The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. Consumer behaviour is a study of how individuals make decision to spend their available resources (time, money and effort) or consumption related aspects.

The heterogeneity among people makes understanding consumer behaviour a challenging task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers buying behaviour. Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the future buying behaviour of customers and devise four marketing strategies in order to create long term customer relationship.

Consumer Behaviour It is broadly the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society. Customers versus Consumers the term customer is specific in terms of brand, company, or shop. It refers to person who customarily or regularly purchases particular brand, purchases particular company‘s product, or purchases from particular shop. Thus a person who shops at Bata Stores or who uses Raymonds clothing is a customer of these firms. Whereas the consumer is a person who generally engages in the activities - search, select, use and dispose of products, services, experience, or ideas.

 

Literature Review:

Existing research on museums and exhibitions focuses on the use of technology to support interactivity, for instance between visitors and with exhibitions, rather than supporting museum staff in curatorial work. The application of technology within museums can be broad. One topic of interest is collaboration and co-design, in particular with attention to interaction and how different media can influence it. A second body of work focuses on how technology, and electronic guides can support learning. Finally, another topic of research is the impact of visiting in groups, as a family or with children. However, few projects have investigated the use of technology to understand how visitors behave in the museum. How people negotiate their way through museums and galleries can have considerable implications for how they relate to and interpret exhibition content. Observational studies have been conducted, but they have limitations concerning scale.

 Recent advances in sensor-based systems to study social behaviour, like those studied in Social Signal Processing, Participatory Sensing, and Opportunistic User Context Recognition show how automated sensing, and in particular mobile sensing, can be an opportunity to pass beyond these limitations. Yet, few sensor-based systems have been used to study the behaviour of visitors to fine-art exhibitions, in relation to their movements. Early attempts made use of indoor localization systems based on Bluetooth data collected from mobile phones, to trace the movement of visitors between rooms. This data can be used, for example, to support multimedia guides, but it captures only which room (or part of it) an individual is visiting. More recently, a device comprising positioning and physiological sensors has been used, complemented with entrance and exit surveys, to study the cognitive reaction and social behaviour of a number of individuals in an exhibition. In that case, researchers used the data to classify experience into three categories: “the contemplative”, “the enthusiast”, and “the social experience”.

Problem definition:

In figure a and b, we can observe visitors behaviours and interest on ads promoted by consumers. So it is not possible to know how many of the visitors are interested on their ads. In this project, analysis of how many amongst them are interested on particular ads can be calculated by developing embedded system.

For example, consider a group of people- 5 members. Out of which 2 fellows are watching ad and others are with tilted face which shows not observing the ad. Here, the system is designed so that 2 fellows watching ad is considered as valid and others are considered as invalid by using MATLAB (Image Processing) and system is controlled by raspberry pi.

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