TRACKING POSITION, VISUAL ATTENTION AND EMOTIONS OF CUSTOMERS IN RETAIL STORE ENVIRONMENT VIA POSITION SYSTEM, EYE TRACKER, ELECTROENCEPHALOGRAPH AND FACE READING TECHNOLOGY

2016 ◽  
Author(s):  
Jakub Berčík ◽  
Elena Horská ◽  
Ľudmila Nagyová ◽  
Zuzana Rebičová ◽  
Johana Paluchová ◽  
...  
Keyword(s):  
Visual Attention ◽  
Retail Store ◽  
Position System ◽  
Eye Tracker ◽  
Reading Technology ◽  
Store Environment ◽  
Face Reading

scholarly journals Results of neuromarketing study of visual attention and emotions of buyers in retail store environment

2020 ◽  
pp. 52-64
Author(s):  
Boldbaatar Gonchigjav
Keyword(s):  
Visual Attention ◽  
New Technologies ◽  
Marketing Research ◽  
Retail Store ◽  
Retail Trade ◽  
Grocery Store ◽  
Final Decision ◽  
Eye Tracker ◽  
Factors Affecting ◽  
Store Environment

Retail trade involves constant changes and trends due to influence of marketing promotions on traders themselves and their customers as well. This is an internal environment of a retail store, which is a part of factors that define customer’s buying decision. In general, more than 80% of buyers make a buying decision on the spot or the last place where buyers normally can change their mind to make a purchase. A customer’s final decision to make a purchase is affected not only by the cost of the item but also the means of marketing promotion and visual aspect of goods. Therefore, it is necessary to constantly collect factual information based on customers’ feedback on effectiveness and efficiency of these marketing promotions in real-store environment. Recent trends of marketing research development demand a wide use of research methods in conducting in-store research based on new technologies besides the traditional ones. Optimal use of new methods of neuromarketing gives more opportunity to develop efficient marketing strategy and to provoke customers’ interest and emotions as well. Techniques to stimulate customer’s interest and emotions can help increase their motivation to make a purchase followed by increase in s store’s sales and profit. In this study we have used a methodology based in neuromarketing technology to identify factors affecting customer’s visual attention and emotions in a grocery store. The study was conducted in real environment of a retail grocery store using a mobile eye camera (Eye tracker), mobile electroencephalograph (EEG), face reading technology (FA) and internal position system. The objective of the study is to identify customers’ reaction, emotions and feedback using selected neuromarketing methods in a store. At the end of the research, we have identified how neuromarketing techniques can be applied in better understanding customer behavior at a point of sale.

Store Format Influence on Customer Perception of the Store Environment

2012 ◽  
Vol 1 (4) ◽  
pp. 9-21
Author(s):  
Susana Henriques Marques ◽  
Maria Santos
Keyword(s):  
Current Trend ◽  
Retail Store ◽  
Retail Stores ◽  
Client Perceptions ◽  
Customer Perception ◽  
Store Attributes ◽  
Dependent Variables ◽  
Store Environment ◽  
Strategic Differentiation ◽  
Retail Formats

This study compares client perceptions of the global in-store environment applied to different retail store formats. Literature has shown that certain store attributes are important strategic differentiation tools for grocery retailers. A retail atmosphere can lead to success or failure of a business. Previous studies have neglected the current trend to the coexistence of different retail formats, under different brands but within the same organization. In these cases, a multi-banner company needs to customize the atmosphere to its customers in order to gain attention. This research is about the influence of the store format on the servicescape of the grocery retail stores. A survey was conducted of 302 hyper and supermarket customers. A range of atmospherics variables were considered, including some less studied, such as temperature and cleanliness. The results show that all the dependent variables are sensitive to store format, except cleanliness.

scholarly journals Does message framing matter for promoting the use of nutritional warnings in decision making?

2019 ◽  
Vol 22 (16) ◽  
pp. 3025-3034 ◽  
Author(s):  
Gabriela Vidal ◽  
Leandro Machín ◽  
Jessica Aschemann-Witzel ◽  
Gastón Ares
Keyword(s):  
Visual Attention ◽  
Message Framing ◽  
Choice Task ◽  
Control Group ◽  
Minor Effect ◽  
Eye Tracker ◽  
Convenience Sample ◽  
Average Percentage ◽  
Nutrition Messages ◽  
The Impact

AbstractObjective:To evaluate the impact of message framing on attitudes towards messages aimed at promoting the use of nutritional warnings, behavioural intention and actual behaviour, evaluated through visual attention to nutritional warnings and the choice of a snack product during a real choice task.Design:Following a between-subjects design, participants were exposed to loss-framed nutrition messages, gain-framed nutrition messages or non-nutrition-related messages (control group). After evaluating the messages, participants were asked to select a snack product as a compensation for their participation. The experiment was conducted using an eye tracker.Setting:Montevideo (Uruguay).Participants:Convenience sample of 201 people (18–51 years old, 58 % female).Results:The average percentage of participants who fixated their gaze on the nutritional warnings during the choice task was slightly but significantly higher for participants who attended to nutrition messages (regardless of their framing) compared with the control group. Participants who attended to loss-framed messages fixated their gaze on the warnings for the longest period of time. In addition, the healthfulness of the snack choices was higher for participants exposed to nutrition-related messages compared with the control group.Conclusions:Results from the present work suggest that nutrition messages aimed at increasing awareness of nutritional warnings may increase consumers’ visual attention and encourage more heathful choices. The framing of the messages only had a minor effect on their efficacy.

Attractive and facilitating store atmospheric stimuli

2020 ◽  
Vol 48 (4) ◽  
pp. 363-379 ◽  
Author(s):  
Gaurav Bhatt ◽  
Abhigyan Sarkar ◽  
Juhi Gahlot Sarkar
Keyword(s):  
Design Methodology ◽  
Consumer Psychology ◽  
Retail Store ◽  
Environmental Cues ◽  
Store Brand ◽  
Content Type ◽  
Development Method ◽  
Psychological Mechanism ◽  
Store Environment ◽  
Relevant Factors

PurposeThe majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on consumers' responses. However, recent research posits that consumer is more likely to experience several cues in a combination, rather than in isolation, i.e. different categories of store environmental cues are likely to impact consumer psychology holistically. Hence, our study aims to identify the relevant factors of store atmospheric cues impacting consumer's attitude in physical retail store context and validate scales to measure such factors.Design/methodology/approachThis research develops and validates psychometrically reliable scales to measure two broad store stimuli factors namely: attractive and facilitating store stimuli, following the scale development method suggested by Churchill (1979).FindingsThe study shows that attractive store stimuli predict affective and sensory store brand experiences. The facilitating store stimuli moderate the effects of attractive store stimuli on affective and sensory store brand experiences. Affective and sensory store brand experiences predict store satisfaction.Originality/valueThis research contributes to the existing body of store ambience research by empirically understanding the psychological mechanism through which customers perceive different store cues holistically leading to the elicitation of store satisfaction.

scholarly journals PERAN TIPE GAMBAR, TAGAR, JUMLAH LIKES DAN INFORMASI HARGA PADA INSTAGRAM TERHADAP INTENSI MEMBELI

2019 ◽  
Vol 14 (2) ◽  
pp. 71
Author(s):  
Hasrini Sari ◽  
Lidia Anggraeni
Keyword(s):  
Visual Attention ◽  
Design Method ◽  
Statistic Analysis ◽  
Eye Tracker ◽  
Price Information ◽  
Subject Design ◽  
Inferential Statistic ◽  
Image Type ◽  
Picture Type

Penelitian ini bertujuan untuk mengetahui pengaruh desain visual post Instagram dalam hal tipe gambar, tagar, jumlah likes, dan caption berupa informasi harga, terhadap tingkat atensi visual pemirsa, dan intensi pembelian. Keempat elemen tersebut dihipotesiskan akan mempengaruhi atensi visual pemirsa, dan pada akhirnya mempengaruhi intensi membeli. Metode desain eksperimen digunakan untuk menguji hipotesis dengan alat bantu eye tracker untuk mengukur atensi visual. Instagram dari sebuah perusahaan UKM yang menjual tas tangan (pouch) digunakan sebagai objek penelitian. Delapan stimulus berpasangan (gambar produk dan konsumen) yang merupakan dummy post Instagram dirancang berdasarkan hipotesis penelitian, dan satu pasang stimulus post Instagram yang ada saat ini digunakan sebagai kontrol. Empat puluh partisipan dipaparkan kesembilan stimulus menggunakan pendekatan within subject design. Dari hasil statistik deskriptif, ditemukan bahwa partisipan lebih menyukai tipe gambar produk, dan stimulus yang paling disukai yang menampilkan caption keterangan harga, hashtag serta jumlah likes yang banyak. Uji statistik inferensial menunjukkan adanya perbedaan tipe gambar (gambar produk dan gambar konsumen) dan jumlah likes mempengaruhi tingkat atensi visual pemirsa, serta tidak ada hubungan antara tingkat atensi terhadap tampilan Instagram dengan intensi membeli.  Abstract[Role Of Image Type, Hashtag, Number Of Likes And Pricing Information On Instagram Against Intensi Buying] This research is intended to investigate the influence of visual design of Instagram concerning picture type, hashtag, number of likes, and price information, on intention to buy. These elements are suggested to influence visual attention of the audience, and ultimately influence the intention to buy. Experiment design method is implemented to test the hypotheses using an eye tracker device to measure visual attention. An Instagram post from an SME offering pouch is used as a research object. Eight paired of dummy Instagram posts (the product picture and the consumer picture) are designed to test the research hypotheses, and a pair of existing Instagram post acts as a control stimulus. Forty participants are exposed to all of the stimuli using a within-subject design approach. Descriptive statistic analysis shows that participants like product picture more than consumer, and stimulus containing price information, hashtag, and many likes. Inferential statistic analysis shows that picture type and likes all influence visual attention and no significant relationship between visual attention and intention to buy.Keywords: Intention to buy; visual attention; statistic inferensia; desain eksperimen

scholarly journals The controllable elements of the total retail experience: A study of clothing shoppers

2003 ◽  
Vol 6 (1) ◽  
pp. 143-158 ◽  
Author(s):  
N. S. Terblanche ◽  
C. Boshoff
Keyword(s):  
Data Analysis ◽  
Scale Development ◽  
Retail Store ◽  
Major Objective ◽  
Five Dimensions ◽  
Personal Interaction ◽  
Complaint Handling ◽  
Shopping Experience ◽  
Clothing Store ◽  
Store Environment

Retail clothing stores continually have to adapt to marketplace demands to remain competitive. Customer retention has become a major objective for many clothing retailers. This study combines the management of a number of the controllable personal and non-personal elements that a customer are exposed to and interacts within a retail store, as part of the shopping experience. The data analysis procedures closely followed the guidelines for scale development suggested by Churchill (1979). The empirical results suggest that there are five dimensions considered important by consumers when assessing their satisfaction with a total retail experience in a clothing store. These are: merchandise value, internal store environment, personal interaction with staff, merchandise variety and complaint handling.

Researching in-store, at home: Using virtual reality within quantitative surveys

2018 ◽  
Vol 60 (4) ◽  
pp. 344-351 ◽  
Author(s):  
Ian Bramley ◽  
Alastair Goode ◽  
Laura Anderson ◽  
Elisabeth Mary
Keyword(s):  
Virtual Reality ◽  
Online Survey ◽  
Retail Store ◽  
Test Point ◽  
Failure Rates ◽  
Virtual Reality Technology ◽  
Point Of Sale ◽  
Future Potential ◽  
Store Environment ◽  
Traditional Approaches

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey. The survey was designed to test point-of-sale displays within a retail store environment, with respondents exposed to the store using virtual reality within the survey, rather than being a shown a static image or a standard film of the store’s interior. The results show how incorporating a virtual reality film within a survey can significantly add to the survey enjoyment compared to traditional approaches. The findings show how the uniqueness of the virtual reality experience can help engage respondents, offering a modern and relevant way to provide a more realistic survey experience that respondents are receptive to. The study also demonstrates that it is technically feasible to incorporate a virtual reality experience into an online survey among typical panelists, without high failure rates or the need to over-incentivise to participate. This article discusses the use of virtual reality within surveys and the practical steps taken to incorporate the virtual reality film, as well as the key learnings generated from the experience. The future potential for the application of virtual reality technology within research is also explored.

scholarly journals Do Background Colors Have an Impact on Preferences and Catch the Attention of Users?

2021 ◽  
Vol 12 (1) ◽  
pp. 225
Author(s):  
Anna Lewandowska ◽  
Agnieszka Olejnik-Krugly
Keyword(s):  
Visual Attention ◽  
Cognitive Task ◽  
User Preferences ◽  
Background Color ◽  
Eye Tracker ◽  
The Unconscious ◽  
Daily Lives ◽  
First Impression ◽  
User Friendly ◽  
Color Composition

In recent years, our environment has become more invasive and stimulating than ever. People must choose carefully what to look for in their over-stimulated daily lives. One way to attract visual attention, which may even interrupt the cognitive task being performed, is color. However, a question arises: Does each color attract the attention of users in a similar way? In this paper, we attempt to answer this question. Our goal is to investigate whether there are colors that have a greater visual power than other colors and, thus, can capture the attention of users more strongly, independent of the background (e.g., color or image). We also discuss which mode of visual attention (divided or sustained) is particularly susceptible to such visual messages. For this purpose, a perceptual experiment was developed, in which user preferences concerning user-friendly and readable color compositions were acquired. At the same time, we measured the unconscious reactions of users related to their first impression, thus indicating the color composition which first (from a displayed pair of images) draws the attention of users. Reactions were measured using an eye tracker. As a result of this research, we found that the background color, in the case of some colors, does not have a significant impact on the perception of the visual message, even if it is intended to attract and maintain the attention of the user.

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