Consumer Perception at Point of Purchase : Evaluating Proposed Package Designs in an Eye-tracking Lab

• 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.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

SAMHÄLLSVETENSKAP  -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology (hsv//eng)

Keyword

Eye-tracking

point-of-purchase marketing

FMCG

Package design

Business Administration

Företagsekonomi

Psykologi

Psychology

TECHNOLOGY

Publication and Content Type

ref (subject category)

art (subject category)