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 consumers 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. Wesley Hutchinson, Pierre Chandon, Scott H. Young
Source: INSEAD Knowledge
Subjects: Market Research, Marketing / Sales
Authors: J. Wesley Hutchinson, Pierre Chandon, Scott H. Young
Source: INSEAD Knowledge
Subjects: Market Research, Marketing / Sales
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