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Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab
CTF-Service research center, Karlstad University, Sweden.
CTF-Service research center, Karlstad University, Sweden.
CTF-Service research center, Karlstad University, Sweden.
CTF-Service research center, Karlstad University, Sweden.
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2010 (English)In: Journal of Business & Retail Management Research, ISSN 1751-8202, Vol. 5, no 1, p. 42-51Article in journal (Refereed) Published
Abstract [en]

In today’s retail environment, consumer products are increasingly competing for customers’ attention. Research has shown that 60–80% of purchasing decisions are influenced in-store. Thus, packaging that stands out from competitors gains a competitive advantage. This study investigates the use of eye-tracking as a method to evaluate and design packaging with better Point-of-Purchase qualities.  An eye-tracking laboratory was used and shoppers were recruited for three rounds of experiments.  In total, 128 participants were recruited in order to assess the potential of eye-tracking. Results show that, when taking some methodological constraints into account, eye-tracking complements traditional methodologies with further insights when investigating the Point-of-Purchase qualities of packaging.

Place, publisher, year, edition, pages
Journal of Business & Retail Management Research , 2010. Vol. 5, no 1, p. 42-51
Keywords [en]
Eye-tracking, point-of-purchase marketing, FMCG, Package design
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:liu:diva-62659OAI: oai:DiVA.org:liu-62659DiVA, id: diva2:373890
Available from: 2010-12-01 Created: 2010-12-01 Last updated: 2018-03-16Bibliographically approved

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Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking La(331 kB)16 downloads
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Witell, Lars

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf