چكيده به لاتين
170
Abstract:
Nowadays marketplaces of all industries are so competitive than the past. One of these one of these industries in which suppliers are competing with each other and the rate of competitors is high, is FMCG. In the past suppliers focused on ATL advertising such as TV comercials and print advertisement. But today with growing market size and competition among them, sale structure development and changes of customer behavior, the focus is on new marketing today. One of these new trends is merchandise products at the point of sales to increas product visibility.
According to this study, we’ve tried to survey costomer’s visual attention at the point of sale with the use of eye tracking technology. We hypnotized that the costomer attention is in correlation with where they are looking for. For excecuting this project, we did this on 17 entrants who were selected randomly. In this test, each entrant was faced the monitor that showed them the shelf of deodorant products wich was simiulated by computer and asked them to choose their desiered products. In this process, we tracked and analyzed their eye moving patterns. Also, we devided human visual attention patterns in two categories which are known as top-down attention and bottom-up and stimulated them in each steps of the study.
Using the results of this study, we can identify the areas of the shelf which attracted costomer’s visual attention, along with helping us to merchandise products with the aim of increasing in-store product visibility in order to increase firm’s sales rate.
Keywords: Merchandising, Neuromarketing, Eye-Tracking, Visual Attention, Costumer
