Vol. 7 No. 5 (2019): Business & Management Studies: An International Journal
Articles

HOW CONSUMERS BROWSE DISHWASHING DETERGENT SHELVES IN STORES? AN EYE-TRACKING RESEARCH

PDF (Turkish)
  • Deniz AKGÜL,
  • Vildan GÜNEŞ
Deniz AKGÜL
Asisst. Prof. Dr., Kırşehir Ahi Evran University
Vildan GÜNEŞ
Res. Asisst., Kırşehir Ahi Evran University

Published 2019-12-25

Keywords

  • Eye Tracking, In-Store Positioning, Neuromarketing, Visual Attention, Eye Movement
  • Göz Takip, Market İçi Yerleşim, Nöro-Pazarlama, Görsel İlgi, Göz Hareketi

How to Cite

HOW CONSUMERS BROWSE DISHWASHING DETERGENT SHELVES IN STORES? AN EYE-TRACKING RESEARCH. (2019). Business & Management Studies: An International Journal, 7(5), 2723-2741. https://doi.org/10.15295/bmij.v7i5.1335

How to Cite

HOW CONSUMERS BROWSE DISHWASHING DETERGENT SHELVES IN STORES? AN EYE-TRACKING RESEARCH. (2019). Business & Management Studies: An International Journal, 7(5), 2723-2741. https://doi.org/10.15295/bmij.v7i5.1335

Abstract

Recent research shows that consumers give their purchasing decisions in front of the store shelves. At this moment of decision and how they browse the shelves is a great data for brands. Nowadays, brands prefer to get this data from eye-tracking devices rather than the answers which get directly from the consumers. This research has been conducted with 57 voluntary real customers of a local store.  The results of the dishwashing detergent shelves have been analyzed with BeGaze software. These results classified according to the demographic variables. The results have been showed that gender and income has a strong effect on dishwashing detergent preference. Likewise, marital status and having kids also have an effect on brand and product choice. Shopping frequency effects the time which is spend in front of the store shelves.

PDF (Turkish)

References

  1. Ahn, J.-H., Bae, Y.-S., Ju, J., & Oh, W. (2018). Attention Adjustment, Renewal, and Equilibrium Seeking in Online Search: An Eye-Tracking Approach. Journal of Management Information Systems, 35(4), 1218-1250. doi:10.1080/07421222.2018.1523595
  2. Akın, E. (2015). İkinci jenerik marka dönemi. Retrieved from http://www.turkishtimedergi.com/perakende/ikinci-jenerik-marka-donemi-2/
  3. Bialkova, S., Grunert, K. G., Juhl, H. J., Wasowicz-Kirylo, G., Stysko-Kunkowska, M., & van Trijp, H. C. M. (2014). Attention mediates the effect of nutrition label information on consumers’ choice. Evidence from a choice experiment involving eye-tracking. Appetite, 76, 66-75. doi:https://doi.org/10.1016/j.appet.2013.11.021
  4. Champlin, S., Lazard, A., Mackert, M., & Pasch, K. E. (2014). Perceptions of design quality: An eye tracking study of attention and appeal in health advertisements. Journal of Communication in Healthcare, 7(4), 285-294. doi:10.1179/1753807614y.0000000065
  5. 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 Brand Attention and Evaluation at the Point of Purchase. Journal of Marketing, 73(6), 1-17. doi:10.1509/jmkg.73.6.1
  6. 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(9-10), 917-928. doi:10.1362/026725707x250395
  7. Clement, J., Aastrup, J., & Charlotte Forsberg, S. (2015). Decisive visual saliency and consumers׳ in-store decisions. Journal of Retailing and Consumer Services, 22, 187-194. doi:https://doi.org/10.1016/j.jretconser.2014.09.002
  8. Discombe, R. M., & Cotterill, S. T. (2015). Eye tracking in sport A guide for new and aspiring researchers. Sport & Exercise Psychology Review, 11(2), 49-58.
  9. Duchowski, A. T. (2017). Eye Tracking Methodology: Theory and Practice (3 ed.). London: Springer International Publishing.
  10. Fukuda, S. (2019). Emotional Engineering, Vol.7: The Age of Communication: Springer International Publishing.
  11. Gibson, J. J. (1941). A critical review of the concept of set in contemporary experimental psychology. Psychological Bulletin, 38(9), 781-817. doi:10.1037/h0055307
  12. Horsley, M., Eliot, M., Knight, B. A., & Reilly, R. (2014). Current Trends in Eye Tracking Research. London: Springer Publishing.
  13. Hui, S. K., Huang, Y., Suher, J., & Inman, J. J. (2013). Deconstructing the “First Moment of Truth”: Understanding Unplanned Consideration and Purchase Conversion Using In-Store Video Tracking. Journal of Marketing Research, 50(4), 445-462. doi:10.1509/jmr.12.0065
  14. Inman, J. J., Winer, R. S., & Ferraro, R. (2009). The Interplay among Category Characteristics, Customer Characteristics, and Customer Activities on in-Store Decision Making. Journal of Marketing, 73(5), 19-29. doi:10.1509/jmkg.73.5.19
  15. James, W. (2013). The Principles of Psychology: Read Books Limited.
  16. Meißner, M., Musalem, A., & Huber, J. (2016). Eye Tracking Reveals Processes That Enable Conjoint Choices to Become Increasingly Efficient with Practice. Journal of Marketing Research, 53(1), 1-17. doi:10.1509/jmr.13.0467
  17. Mishra, A., & Bhattacharyya, P. (2018). Cognitively Inspired Natural Language Processing: An Investigation Based on Eye-tracking: Springer Singapore.
  18. Mormann, M. (2014). Consumer Attention and Behavior: Insights From Eye-Tracking and Directions For Future Research. Advances in Consumer Research, 42, 146-150.
  19. Nakano, Y., Conati, C., & Bader, T. (2013). Eye Gaze in Intelligent User Interfaces: Gaze-based Analyses, Models and Applications. London: Springer Pub.
  20. Pan, B., Hembrooke, H. A., Gay, G. K., Granka, L. A., Feusner, M. K., & Newman, J. K. (2004). The Determinants of Web Page Viewing Behavior. Paper presented at the ETRA '04 Symposium on Eye tracking research & applications, San Antonio, Texas.
  21. 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:https://doi.org/10.1016/S0167-8116(98)00022-6
  22. Resnick, M., & Albert, W. (2014). The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study. International Journal of Human-Computer Interaction, 30(3), 206-219. doi:10.1080/10447318.2013.847762
  23. Rosengrant, D. (2010). Gaze Scribing in Physics Problem Solving. Paper presented at the ETRA '10, Symposium on Eye-Tracking Research & Applications, Austin, Texas.
  24. Sundstedt, V. (2011). Gazing at Games: an Introduction to Eye Tracking Control. California: Morgan & Claypool Publishers.
  25. Von Helmholtz, H., & Southall, J. P. C. (2005). Treatise on Physiological Optics: Dover Publications.

Similar Articles

You may also start an advanced similarity search for this article.