Consumer Perception at Point of Purchase: Evaluating Proposed Package Designs in an Eye-tracking Lab
2010 (English)In: Journal of Business & Retail Management Research, ISSN 1751-8202, Vol. 5, no 1Article in journal (Refereed) Published
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
Engineering and Technology
IdentifiersURN: urn:nbn:se:liu:diva-62659OAI: oai:DiVA.org:liu-62659DiVA: diva2:373890