بررسی اهمیت بسته بندی محصول در میزان توجه بصری مصرف کننده با استفاده از ردیاب چشمی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

2 استاد،گروه مدیریت، دانشکدۀ علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

3 استادیار پژوهشکده علوم شناختی و مغز، دانشگاه شهید بهشتی، تهران، ایران

چکیده

پژوهش حاضر با استفاده از دستگاه ردیاب حرکات چشم، میزان جذابیت بسته بندی محصولات  ( برند پگاه در دو حالت با گردن آویز و بدون گردن آویز، ویوان ، ساربونا، آسایش، داهاتی) را ارزیابی نموده است. در این پژوهش که از نوع آزمایشی است تعداد 30 نفر از دانشجویان و کارکنان دانشگاه شهید بهشتی به روش نمونه گیری در دسترس انتخاب شده و سپس دو تکلیف طراحی شده رستوران و کلینیک سلامت بطور تصادفی بین آنها توزیع گردید. داده ها با استفاده از نرم افزار SPSS نسخه 20 تحلیل شد. نتایج حاکی از آن بود که در تکلیف کلینیک سلامت، بین برند پگاه( با گردن آویز) و سایر برندهای منتخب، بیشترین میزان توجه بصری صورت گرفته به بسته بندی محصول پگاه و در تکلیف رستوران  به ویوان بوده است. در تکلیف کلینیک سلامت، بین برند پگاه (بدون گردن آویز) و سایر برندهای منتخب، بیشترین میزان توجه بصری صورت گرفته به بسته بندی محصول پگاه و داهاتی و در تکلیف رستوران به ساربونا و داهاتی بوده است. ضرائب مدل رگرسیون لجستیک بدست آمده حاکی از وجود رابطه معنی دار بین مدت زمان تثبیت نگاه و انتخاب محصول می باشد. 

کلیدواژه‌ها

عنوان مقاله [English]

Using eye tracking to investigate the importance of packaging on consumers' visual attention

نویسندگان [English]

  • Somayeh Salehi 1
  • Ali Sanayei 2
  • Negar Sammaknejad 3
چکیده [English]

In the current study, an eye tracking device was applied in assessing the attraction rate of Pegah (in two modes: with and without a necklace), Vivan, Sarbona, Asayessh and Dahati camel dough brands. In this study, 30 students and staff from the Shahid Beheshti University participated in the experiment. Participants were randomly selected to perform one of the "restaurant or health clinic" tasks. The results indicate that in the Diet and Health Clinic task, visual attention was mostly focused on Pegah brand (with necklace) among the 5 different brands. Same results hold for Vivan brand in the Restaurant task. As to without applying the necklace, in Diet and Health Clinic task, visual attention was focus on Pegah and Dahati brands. Same results hold for Sarbona and Dahati brands in the Restaurant task. The coefficients of logistic regression model indicate a significant relationship between the duration of fixation and the final selection of products.

کلیدواژه‌ها [English]

  • Neuromarketing
  • packaging
  • Eye tracking
  • Fixation time

مراجع

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پژوهش های مدیریت در ایران
دوره 23، شماره 2
تیر 1398
صفحه 101-125

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