A predictive model of attention in viewing selected grocery food products

Date of Publication

2008

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Industrial Engineering

College

Gokongwei College of Engineering

Department/Unit

Industrial and Systems Engineering

Honor/Award

Awarded as best thesis, 2008

Thesis Adviser

Rosemary R. Seva

Defense Panel Chair

Alma Maria Jennifer A. Gutierrez

Defense Panel Member

Jose Edgar S. Mutuc

Abstract/Summary

Studies on visual attention have identified certain visual factors that attract consumer attention. Visual attention had been found to be related to in-store visual factors such as shelf position, number of facings, and packaging design. However, despite their importance attracting consumer attention, no studies had been found to consider combined effects of these factors in consumer attention. As such, this study considered the combined effects shelf position, number of facings and packaging design with the objective of identifying the significant factors and of developing a predictive model of attention.

The significant effects of in-store visual factors specifically number of facings, horizontal and vertical shelf positioning, the color, size, and material of, and the text and image on the packaging was used in the development of a conceptual model in predicting attention as measured by the frequency of fixation and the duration of fixation. In order to validate the developed model, an eye-tracking experiment was conducted. Using an eye-tracking device that records the frequency and duration of fixation, the subjects were asked to view a life-size picture of a shelf.

Multiple regression analysis was used to analyze the data gathered from the experiment. Results obtained showed that in-store visual factors are determinants of attention. It was found that the horizontal and vertical position and image affects the duration of fixation, while horizontal position and packaging material determines the frequency of fixation. This verified the model developed as packaging and shelf position indeed affected attention.

As these factors attract consumers' attention, it is important that manufacturers and retailers are aware of their relationship as to be guided on where and how to position products on the shelf, and also what to consider in making the packaging of their products.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU14964

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

x, 169 leaves : col. ill. ; 28 cm.

Keywords

Display of merchandise; Attention

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