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The Role of Secondary Packaging on Brand Awareness: Analysis of 2 L Carbonated Soft Drinks in Reusable Shells Using Eye Tracking Technology
Author(s) -
Hurley Rupert Andrew,
Rice Julie Christine,
Koefelda Jerry,
Congdon Robert,
Ouzts Andrew
Publication year - 2017
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.2316
Subject(s) - logo (programming language) , eye tracking , business , advertising , fixation (population genetics) , product (mathematics) , marketing , shell (structure) , computer science , engineering , mathematics , artificial intelligence , medicine , mechanical engineering , geometry , programming language , population , environmental health
Even with new technologies emerging daily that reduce the barriers to identify and purchase products, the average consumer still reports having less time to devote to shopping. A study conducted at Clemson University, sponsored by a reusable packaging company, Rehrig Pacific Company, investigated if a unique shipping shell/crate design with on‐message and product branding (direct colour print onto the shell) increased brand awareness, attention and purchase intent when placed directly onto the retail shelf. Reusable packaging for 2 L bottles of carbonated soft drink packaged in proprietary reusable shells with a multicolour logo of the major US beverage company was chosen for the study. The branded proprietary reusable shell was evaluated against a standard reusable shell in the industry used by the same company. Testing was conducted using state‐of‐the‐art eye tracking hardware and CUshop™, a full immersion consumer retail experience laboratory. Data captured from 89 study participants indicated a strong preference for the new branded reusable shell. Statistical analysis demonstrated a 47% increase in eye fixations on the branded display and an increase in fixation duration, a measure of how long consumers looked at the display, of 34% ( p < 0.05). More significantly, an increase in the visual saliency of the primary package, the 2 L bottle, was illustrated by an increase in fixation duration of 46% ( p < 0.05) and an increase of the number of fixations of 54% ( p < 0.01) when displayed in the branded reusable shell. Thus, results indicate that in‐store marketing incorporating a unique secondary packaging may lift brand awareness and increase purchase intent. Copyright © 2017 John Wiley & Sons, Ltd.