Investigating the Impact of Product Packaging Necklace on Attracting Customers' Attention using Eye Tracking

This study investigated the effects of dairy product packaging necklace on customer attention. In order to measure the customer attention, the gazing fixation count on the figure of each product was taken into account. The products that were assessed in this study were Pegah with and without a necklace, Vivan, Sarbona, Asayessh and Dahati brands. There were two designs of picture compositions one of each was displayed randomly. Composition A comprised all brands and Pegah with a necklace while composition B comprised all brands and Pegah without a necklace. In this experimental study, 30 of the students and staff members of Shahid Beheshti University were selected by convenience sampling. Then, each participant was asked to complete a task chosen randomly from two designated ones about choosing a dairy product for a) a restaurant or b) a health clinic. The fixation count was measured by eye tracking SMI RED 250, and the yielded data were analyzed by SPSS software. The results of the analysis showed that there was a significant difference between gazing fixation counts on the figures of different brands in composition A with the highest count for Pegah. However, there was no significant difference between the gazing fixation count on the figures of Pegah brand with and without a necklace. The results show that there is a minor visual attention to the necklace of the product.