Attention analysis of honey jar labels using eye-tracking techniques

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F18%3A43914512" target="_blank" >RIV/62156489:43110/18:43914512 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.5219/1005" target="_blank" >https://doi.org/10.5219/1005</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.5219/1005" target="_blank" >10.5219/1005</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Attention analysis of honey jar labels using eye-tracking techniques

Popis výsledku v původním jazyce

Honey represents not just a specific product of animal origin, which&apos;s major part are plant products, but also the oldest sweetener of human kind. It is actually a sweet substance produced by beetles from nectar plants or from insects excreted on plants. Because of many different reasons (e.g. for trading, handling, storage), in the history of mankind, there have been introduced different forms of packaging and protective means through which this precious product could be protected. The present paper addresses consumer behaviour, focusing on the influence of packaging and labelling on young consumers aged from 20 to 35 years, especially when choosing honey. The realization of the main aim is conditional on meeting the following partial objectives - to identify the basic elements appearing on two samples of honey packaging and their impact on consumer perception, respectively to identify the differences in the perception of individual elements of the packaging, based on the respondents&apos; gender. In the present paper, there are used different marketing research techniques, specifically the eye-tracking observation. The experiment involved exactly 12 samples of honey and finally 35 participants (18 women and 17 men). Based on the results of the authors&apos; own work, it can be stated that the most eye-catching aspects of honey packaging are the producer&apos;s brand, as well as the variety description and name given to the honey. The least noticed aspects are the weight details of the packaging and the graphic design.

Název v anglickém jazyce

Attention analysis of honey jar labels using eye-tracking techniques

Popis výsledku anglicky

Honey represents not just a specific product of animal origin, which&apos;s major part are plant products, but also the oldest sweetener of human kind. It is actually a sweet substance produced by beetles from nectar plants or from insects excreted on plants. Because of many different reasons (e.g. for trading, handling, storage), in the history of mankind, there have been introduced different forms of packaging and protective means through which this precious product could be protected. The present paper addresses consumer behaviour, focusing on the influence of packaging and labelling on young consumers aged from 20 to 35 years, especially when choosing honey. The realization of the main aim is conditional on meeting the following partial objectives - to identify the basic elements appearing on two samples of honey packaging and their impact on consumer perception, respectively to identify the differences in the perception of individual elements of the packaging, based on the respondents&apos; gender. In the present paper, there are used different marketing research techniques, specifically the eye-tracking observation. The experiment involved exactly 12 samples of honey and finally 35 participants (18 women and 17 men). Based on the results of the authors&apos; own work, it can be stated that the most eye-catching aspects of honey packaging are the producer&apos;s brand, as well as the variety description and name given to the honey. The least noticed aspects are the weight details of the packaging and the graphic design.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Potravinárstvo

ISSN

1338-0230

e-ISSN

—

Svazek periodika

12

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

9

Strana od-do

815-823

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85059515424