An in-store customer action analysis system comprises: a purchase information extraction means (101) for extracting, from product transaction settlement data and product display information, information which represents a purchase time and location of a product which is placed in a specified region as purchase information; a first person detection/tracking means (100) for detecting and tracking a person from video capturing the specified region and generating first person tracking information; and a purchase/non-purchase likelihood computation means (102) for computing a time at which each person moves away from the location of the product which the purchase information denotes, and computing purchase/non-purchase likelihood information, which represents the probability that each customer is a purchasing customer, from the difference between the said time and the time of purchase of the product and movement prediction information which represents the time required to move between a region wherein a settlement device is installed and the specified region.
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