A Comprehensive Eye Tracking Study on Confectionary Advertising Features Influencing Customer Buying Behavior

Authors

  • Abhijeet Mukherji

Abstract

Packaging and Product promotions are the first touchpoints for customers in any industry and it influences the customers to try out the different products based on their perception. The biscuits and cookies advertisement industry rely heavily on packaging and product posters for making maximum sales. In order to grasp their customer’s attention, they employ various means of making their packaging and product promotions innovative and attractive with the help of celebrities, attractive product display, etc. To identify which are the key factors that impact and influence consumers in choosing a brand, the current study is conducted. The research comprised an eye-tracking study of 30 participants followed by a survey questionnaire regarding the recall and every individual’s preference for promotions in convincing them to purchase the brand. The findings of the study suggest that the consumers tend to get attracted the most by the packaging, then by celebrity endorsers and finally by large font taglines. Further, it was found that using celebrities was not very effective in influencing the customer towards a brand. A product promotion/ad featuring a celebrity gives a better recall towards that brand.

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Published

2020-05-17

Issue

Section

Articles