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In recent years, the popularity of e-commerce has witnessed a significant uptick. Physical apparel stores need to implement measures that focus on the behavioral experience of shopping at physical stores, a trait that e-commerce lacks. The purpose of this paper is to clarify the relationship between customer values and product search behavior and proposed product placement and customer service methods based on their values. We used questionnaire data on the values of customer purchasing to perform factor analysis and cluster analysis. Moreover, we extracted the product search behavior using eyetracking gaze data from an apparel physical store. The results showed that product search behavior differed based on three types: trend cluster, self-esteem cluster, and conservative cluster. Finally, we proposed product placement in a store considering the features of these clusters.

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