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Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab
Karlstads universitet.
Karlstads universitet.
Karlstads universitet.
Linköping University, Department of Management and Engineering, Quality Technology and Management . Linköping University, The Institute of Technology.
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2010 (English)In: Journal of Business & Retail Management Research, ISSN 1751-8202, Vol. 5, no 1Article 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
2010. Vol. 5, no 1
National Category
Engineering and Technology
URN: urn:nbn:se:liu:diva-62659OAI: diva2:373890
Available from: 2010-12-01 Created: 2010-12-01 Last updated: 2011-01-20

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Witell, Lars
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Quality Technology and Management The Institute of Technology
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