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The Effect of Modifying Structure to Display Product Versus Graphical Representation on Packaging
Author(s) -
Hurley Rupert Andrew,
Galvarino Josh,
Thackston Emily,
Ouzts Andrew,
Pham Andy
Publication year - 2013
Publication title -
packaging technology and science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.365
H-Index - 50
eISSN - 1099-1522
pISSN - 0894-3214
DOI - 10.1002/pts.1996
Subject(s) - eye tracking , product (mathematics) , fixation (population genetics) , packaging and labeling , computer science , advertising , package design , marketing , mathematics , business , engineering , engineering drawing , computer vision , population , geometry , demography , sociology
Research is presented that investigates whether the amount of physical product visible from the primary display panel of a package has an effect on consumer attention and purchase decision in the category of grill ware. It is hypothesized that a package providing the most physical product exposure will be preferred by consumers over alternative structural designs. To test this, three similar products were placed in four distinct package structures varying the amount of visible product exposure (0%, 40%, 90% and 100%). The packages were positioned on the shelves of the fully immersive simulated shopping environment CUshop™. A total of 127 participants were fitted with eye‐tracking glasses and presented a shopping list that included one of the three grill ware products (fork, spatula and tongs). Participants were asked to shop as they normally would, and data concerning their visual attention in the store and final purchase selection was collected. Purchase patterns showed that the packaging that revealed the most physical product possible was chosen more than the other three configurations tested. Analysis of eye‐tracking data supports expected behaviour, suggesting that consumers prefer to see at least some of the product, with the 0% visible product receiving significantly fewer fixations, a slower time to first fixation and lower total fixation durations. Copyright © 2012 John Wiley & Sons, Ltd.