Hi,
I don't think this is a typo. It refers to how consumers behave in front of the shelf, so "consumer choice". "At the shelf" sounds a bit sterile so maybe you could get away with "behaviour at the shelf"? - will keep looking.

http://www.soc.napier.ac.uk/projectideas/op/oneprojectidea/p...
"An increasing number of applications are used in supermarkets to monitor stock, track behaviour at the shelf, monitor entries and exits, track staff activities"

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Note added at 26 mins (2005-05-23 09:54:28 GMT)
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Looking at it again, I\'d need more context to be able to say because this could be related to \"patterns of consumer activity\" - how much of such and such a brand is being sold over a given period of time etc. - this helps stores to bring in stock as appropriate
OR
it could refer to consumer choice or the general shopping habits of shoppers.

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Note added at 1 hr 2 mins (2005-05-23 10:29:59 GMT)
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\"consumer buying behaviour\" could be another option.
http://www.learnmarketing.net/consumer.htm

It would be good to know whether the study is being carried out into one particular product or on a larger, multi-product scale as this might make a difference. Just some ideas, anyway.

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Note added at 1 hr 13 mins (2005-05-23 10:41:41 GMT)
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Thanks, Elisa.
In that case how about any of these:
consumer behaviour
consumer decision
consumer behaviour at the shelf
in-store consumer behaviour
consumer behaviour vis-a-vis the product line