Keyword

Eye-tracking, point-of-purchase marketing, FMCG, Package design

Abstract

In today’s retail environment, consumer products are increasingly competing for customer’s 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.


Full Text : PDF
References
  1. Bech-Larsen, T. (1996). Danish consumers’ attitudes to the functional and environmental characteristics of food packaging. Aarhus: MAPP Center. 
  2. Chandon, P., Hutchinson, J. W., Bradlow, E., T., & Young, S. H. (2009). Does in-store marketing work? effects of the number and position of shelf facings on attention and evaluation at the point of purchase. Journal of Marketing, 73, 1-17. 
  3. Chandon, P., Hutchinson, J. W., Bradlow, E., & Young, S. H. (2007). Measuring the value of point-of-purchase marketing with commercial eye-tracking data. In M. Wedel, & R. Pieters (Eds.), Visual marketing from attention to action (pp. 225-58). Mahwah. NJ: Lawrence Erlbaum Associates. 
  4. Clement, J. (2007). Visual influence on in-store buying decisions: An eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23, 917-928(12). 
  5. Duchowski, A. T. (2007). Eye tracking methodology: Theory and practice, 2nd ed. London: Springer. 
  6. Economist, T. (2005, Warfare in the aisles.375, Special Section 6. 
  7. Goldberg, J. H., & Kotval, X. P. (1999). Computer interface evaluation using eye movements: Methods and constructs. International Journal of Industrial Ergonomics, 24, 631-645. 
  8. Harckham, A. (Ed.). (1989). The changing US consumer. Lancaster, PA: Technomic Publishing Company. 
  9. Holman, R. H., & Hecker, S. (1983). Advertising impact: Creative elements affecting brand saliency. Current Issues & Research in Advertising, 6(1), 157, 6(1), 157-173. 
  10. Itti, L., & Koch, C. (2001). Computational modelling of visual attention. Nature Reviews Neuroscience, 2, 194-203. 
  11. Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. The Journal of Consumer Research, 25(3), 290-301. 
  12. Judd, D., Aalders, B., & Melis, T. (1989). The silent salesman - primer on design, production and marketing of finished package goods. Singapore: Continental press. 
  13. Orth, R. U., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72, 64-81. 
  14. Pieters, R., & Warlop, L. (1999). Visual attention during brand choice: The impact of time pressure and task motivation. International Journal of Research in Marketing, 16(1), 1-16. doi:DOI: 10.1016/S0167-8116(98)00022-6 
  15. Pilditch, J. (1973). The silent salesman (2nd ed.). London: Business Books Limited. 
  16. POPAI. (1996). Popai study, in-store decisions rule. Discount Merchandiser, 36(3), 19. 
  17. Rayner, K. (1998). Eye movements in reading and information processing: 20 years of research. Psychological Bulletin, 124(3), 372-422. 
  18. Russo, J. E., & Leclerc, F. (1994). An eye-fixation analysis of choice processes for consumer nondurables. Journal of Consumer Research, 21(2), 274. 
  19. Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions. British Food Journal, 106(8), 607-608. 
  20. Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41(11/12), 1495-1517. 
  21. Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: Effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10(4), 58-68. 
  22. Underwood, R. L., Klein, N. M., & Burke, R. B. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422. 
  23. Urbany, J. E., Dickson, P. A., & Kalapurakal, R. (1996). Price search in the retail grocery market. Journal of Marketing, 69(2), 91-104. 
  24. Van der Lans, R., Pieters, R., & Wedel, M. (2008). Research note--competitive brand salience. MARKETING SCIENCE, doi:10.1287/mksc.1070.0327 
  25. Yantis, S., & Egeth, H. (1999). On the distinction between visual salience and stimulus-driven attentional capture. Journal of Experimental Psychology: Human Perception and Performance, 25(3), 661-676.