TÜKETİCİLER MARKET İÇİNDE BULAŞIK DETERJANI RAFLARINI NASIL İNCELER? GÖZ TAKİP ARAŞTIRMASI

Yapılan çalışmalarda görülmektedir ki tüketicilerin market alışverişlerinde son kararlar çoğunlukla market rafları önünde verilmektedir. Bu karar aşamasında raf incelemelerini nasıl yaptıkları markalar için önemli bir veridir. Günümüzde bu verilerin tüketicilerin kendi beyanlarından alınmasındansa göz takip gözlüğü aracılığıyla daha net bilgilerin alınması tercih edilmektedir. Bu çalışma gönüllü olan 57 gerçek tüketici ile yerel bir markette gerçekleştirilmiştir. Göz takip gözlüğü ile elde edilen bulaşık deterjanı rafı inceleme sonuçları BeGaze yazılımı ile analiz edilmiştir. Elde edilen sonuçlar demografik değişkenlere göre sınıflandırılarak değerlendirilmiştir. Sonuçlar göstermektedir ki cinsiyet ve gelir durumunun bulaşık deterjanı tercihinde önemli bir etkisi bulunmaktadır. Ayrıca medeni durum ve çocuk sahipliğinin de marka ve ürün tercihi üzerinde etkisi tespit edilmiştir. Alışveriş sıklığı da raf önünde geçirilen zamanı etkilemektedir

HOW CONSUMERS BROWSE DISHWASHING DETERGENT SHELVES IN STORES? AN EYE-TRACKING RESEARCH

Recent research shows that consumers give their purchasing decisions in front of the store shelves. At this moment of decision and how they browse the shelves is a great data for brands. Nowadays, brands prefer to get this data from eye-tracking devices rather than the answers which get directly from the consumers. This research has been conducted with 57 voluntary real customers of a local store. The results of the dishwashing detergent shelves have been analyzed with BeGaze software. These results classified according to the demographic variables. The results have been showed that gender and income has a strong effect on dishwashing detergent preference. Likewise, marital status and having kids also have an effect on brand and product choice. Shopping frequency effects the time which is spend in front of the store shelve

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