@article{kabaja2022application,
  title = {Application of Eye Tracking to Study Consumer Buying Behavior on the Example of Carbonated Soft Drinks in Cans},
  author = {Bartlomiej Kabaja},
  year = 2022,
  url = {https://ibimapublishing.com/articles/JMRCS/2022/656769/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2022,
  pages = 7,
  doi = 10.5171/2022.656769,
  abstract = {Despite their relatively low nutritive value, carbonated soft drinks remain widely consumed all over the world and their sales forecasts continue to show an upward trend. There are now several global players dominating the market; however, the segment still boasts a great potential for introducing new products. With that in mind, the aim of the study was to conduct an eye tracking analysis of consumer buying behavior related to carbonated soft drinks. The research material consisted of 5 cola-flavored carbonated drinks sold in cans. The products tested included those of well-known global brands such as Coca-Cola or Pepsi, as well as those sold by producers with a smaller market share, operating more locally e.g., Curiosity Cola, Smarty Cola, PoloCockta. During the study, the following types of metrics of respondents’ visual activity were considered: duration of a fixation, time to the first fixation, and duration of all fixations. The application of the multiple regression method made it possible to determine the areas of the packaging and the types of visual activity of the respondents which could be closely linked to the process of choosing a carbonated drink. The elaborated mathematical model also includes the variables concerning the differences in the frequency of consumption of carbonated soft drinks among respondents.
The results of the study indicate that the perception of a product through the graphic design of its packaging greatly varies, depending on how often the consumer purchases the product.},
  keywords = {Eye Tracking, Visual Attention, Soft Drinks, Consumers.},
  note = Article ID: 656769
}