The article focuses on how milk packaging is perceived by generation Y. The required data were obtained through eye-tracking using the SMI RED 250 device. Additionally an in-depth interview and a short questionnaire were included in the experiment to obtain complementary qualitative data. The research took place during November 2014 in the Eye Tracking Laboratory at Mendel University. In total 110 respondents representing generation Y participated in the experiment. The research analyzed the front of 12 types of milk packaging. The main objective was to determine which package attributes attract the most attention among consumers. The research shows that the most attention is given to the milk brand as well as claims with additional information, such as fat content and quantity. Additionally, the respondents were asked to rank the packaging samples from the best to the worst. Finally the respondents had to decide which of the products they would buy. The results provide valuable insights to create customized, eye-catching packaging for consumers.
The subject of this research is to reveal the customer's approach towards local food in general and to explore the impact of its labelling on consumer perceptions. The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on consumer behaviour. The following methods were used during the research: eye-tracking technology, in-depth interviews, the A/B testing method, the non-parametric Mann-Whitney test and the non-parametric Kruskal-Wallis test for testing hypotheses. Data were collected from the eye-tracking device in December 2015 and additionally revised for higher validation. In total, the observation contains 121 respondents (63 participants in the reference group -A, and 58 participants in the control group -B). Participants are defined as being from generation Z. It is assumed that the presence of the label on a product has an effect on consumer behaviour. The experiment itself took place at the eyetracking laboratory of the Faculty of Business and Economics at Mendel University in Brno.
MOKRÝ STANISLAV: Concept of perceptual carrying capacity and its use in the creation of promotional materials of tourist destination. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2013, LXI, No. 7, pp. 2547-2553
Today, consumers are increasingly aware of the impact that the fast and stressful way of life has on their health. They focus not only on physical activity, but also on a diet filled with fruits and vegetables. As a result, they often choose a tasty alternative which is one of the main sources of vitamins and nutrients - fruit juices. However, these products are often labeled as drinks with high amounts of sugar. Therefore, it is very important for these drinks to be perceived by the consumers as healthy and tasty, which is one of the most important features of their packages. Their goal is to appeal to customers, catch their attention and make them buy the product. One of the most convenient methods to study how packages appeal to customers is the eye-tracking method. The aim of this article is to find out how different attributes of packages can influence customers”™ perception of the juice. The research was carried out in a form of eye-tracking experiment (A/B testing), which involved 38 participants at the age from 20 to 29 (generation Y). Results showed that lower color saturation significantly reduces the attention of individual packages and also reduces the influence of craving the juice as opposed to brighter colors. The importance of information on the back side was also confirmed, since moving the information from back to the front side did not show any significant decrease of the back side's attention span. Last but not least, it has been found out that the image type used on the orange juice package holds importance too, since photography of oranges led to a higher craving of the juice in comparison to the illustration of oranges. However, it was not proven that photographs of oranges held a higher attention span compared to the illustrations. The article contains demonstrable proof of individual package attributes' influence on how generation Y consumers perceive the juice.
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