So many products, so many brands, so many prices – consumers today are almost blinded by all the choices at the supermarket. Marketers draw consumers’ eyes to their products through point-of-purchase (P-O-P) marketing. Researchers use eye-tracking studies to measure how successful marketers are at zoning customers in on their products on the store shelves. Scott Young and Professors Pierre Chandon and Wesley Hutchinson examine the validity of these studies and suggest a way to improve them.
Content: Article
Authors: J. Hutchinson, Pierre Chandon, Scott Young
Source: INSEAD Knowledge
Subjects: Market Research, Marketing / Sales
Industry: Grocery
Authors: J. Hutchinson, Pierre Chandon, Scott Young
Source: INSEAD Knowledge
Subjects: Market Research, Marketing / Sales
Industry: Grocery
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Research shows that catching consumers’ eyes at the point-of-purchase (P-O-P) accounts for between half and two-thirds of their purchasing decisions.
Their research shows that consumers pay more attention to branding and prices than most previous studies suggested. Customers usually spend more time examining brands than prices. They often take several looks at each brand. In fact, the research shows that brands are re-examined if their first glance led to a decision change. The more consumers view a particular brand, the more likely they are to pick it up and place it in their cart. However, the marginal impact of each look diminishes with the number of looks made at the brand.