As a new supermarket management tools are introduced, the need for an improved
understanding of store patronage is growing. Weekly customer counts for five
supermarkets located in a Southeastern metropolitan area covering 261 weeks are
analyzed. Descriptive statistics indicate that food shopper patterns vary by outlet.
Regression equations are estimated for each location. Results point to store specific
relationships. They indicate that evaluation of television and radio ads and double
couponing can be quite involved.