Perception of wine labels by generation Z: eye-tracking experiment

Mokrý, Stanislav; Birčiaková, Naďa; Slováčková, Tereza; Stávková, Jana; Nagyová, Ľudmila

doi:10.5219/647

Cited by 9 publications

(3 citation statements)

References 6 publications

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“…This technique is beginning to be used in the wine industry. Mokrý et al (2016) use dwell time averaging to analyze which visual attributes of wine labels most influence the choice of Generation Z consumers, specifically focusing on price, type, premium, shape, color and label information.…”

Section: Eye-tracking Techniques In Labeling Analysismentioning

confidence: 99%

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

Barbierato

Berti

Ranfagni

et al. 2023

IJWBR

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Purpose The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed. Design/methodology/approach The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences. Findings The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle. Research limitations/implications The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process. Practical implications Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects. Originality/value The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.

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Section: Eye-tracking Techniques In Labeling Analysismentioning

confidence: 99%

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

Barbierato

Berti

Ranfagni

et al. 2023

IJWBR

View full text Add to dashboard Cite

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“…Advertising belongs to a group of marketing communication tools used to communicate with the companies as well as target consumers. Advertising can be used as a paid impersonal ability, moving from a seemingly simple task of conveying information to a lower level, potentially seeking to attract more and more sophisticated consumers (Mokrý et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

The impact of inappropriate food advertising on consumer behavior

Kádeková¹,

Košičiarová²,

Kubicová³

et al. 2019

Potr. S. J. F. Sci.

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The impact of food advertising on consumer behavior is a matter of concern to psychologists, marketers, economists and the general public alike. It is well known that the consumer is not rational, and all the time does not carefully evaluate all available alternatives before purchase. There exist many stimuli influencing consumer behavior, which refers to the study of buying tendencies of consumers. There are several stages a consumer goes through before he finally picks up products available in the market. Various factors, be it cultural, social, personal or psychological, influence the buying decision of individuals. Submitted paper deals with the impact of inappropriate advertising on consumer behavior, namely the purchase of food. Related research was conducted at Department of Marketing and Trade, FEM SUA in Nitra, based on a questionnaire survey with a sample of 702 respondents from the Slovak Republic. We have used two research methods: Chi Square contingency test and Kolmogorov – Smirnov test. Obtained results proved that 38% of respondents have a personal experience with inappropriate food advertising and most respondents considered inappropriate food advertising as a deceptive, misleading and manipulative one. It was confirmed that the perception of inappropriate food advertising is not dependent on the age of the respondents and respondents do not avoid buying food previously seen in inappropriate advertising. They take into consideration more important characteristics and features of the food products such as quality, price, taste etc.

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“…Touch is a very significant sense for shopping because there are many products where it is important to touch them. Touch itself is influenced not only by shape and structure of package, but also by its graphical aspect (Wright et al, 2013;Mokrý et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Impact of sensory marketing on consumer´s buying behaviour

Géci

Nagyová

Rybanská

2017

Potr. S. J. F. Sci.

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Knowing consumer's behaviour, his/her preferences and reactions provides company with better chance to establish itself in trade. While doing research, it is very important to analyse and search for answers to questions why customers do the shopping, what they buy, when, where and how often they do the shopping. The decision to buy a product or service is influenced by many factors, including not only cultural, social, psychological but also personal factors. Sensory marketing itself is coming to the foreground and more and more people are realising its position. This document is dedicated to issue which is useful not only for companies but also for consumer himself. It deals with involvement of sensory and tries to clarify their importance in business communication. The aim of research document was evaluation of senses and their influence on consumer's behaviour in shopping area. The comparison of generations and their buying habits during shopping behaviour was also important. Primary data were gained through a questionnaire which was realised on sample of 312 respondents. The impact of sensory marketing was generally aimed on factors which influence consumers while doing shopping. In questionnaire, respondents were divided into three groups/generations according to their age (young, middle aged and elder). The questionnaire research confirmed that sight was the most influenced sense when doing shopping (62%). Irrational consumer's behaviour was also confirmed. There were some differences shown among generation groups. Research confirmed that the sensory perception of these generations is different. More assumptions were formulated for a deeper analysis and their relations were verified by means of statistical test (Pearson Chi-kvadrat goodness-to-fit test). On the basis of required results was confirmed that most of customers do not realise the impact of individual senses on shopping behaviour.

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Perception of wine labels by generation Z: eye-tracking experiment

Cited by 9 publications

References 6 publications

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

The impact of inappropriate food advertising on consumer behavior

Impact of sensory marketing on consumer´s buying behaviour

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