The Role of Secondary Packaging on Brand Awareness: Analysis of 2 L Carbonated Soft Drinks in Reusable Shells Using Eye Tracking Technology

Autor: Jerry Koefelda, Julie C Rice, Andrew D. Ouzts, Rupert Andrew Hurley, Robert Congdon
Rok vydání: 2017
Předmět:
Zdroj: Packaging Technology and Science. 30:711-722
ISSN: 0894-3214
DOI: 10.1002/pts.2316
Popis: Even with new technologies emerging daily that reduce the barriers to identify and purchase products, the average consumer still reports having less time to devote to shopping. A study conducted at Clemson University, sponsored by a reusable packaging company, Rehrig Pacific Company, investigated if a unique shipping shell/crate design with on-message and product branding (direct colour print onto the shell) increased brand awareness, attention and purchase intent when placed directly onto the retail shelf. Reusable packaging for 2 L bottles of carbonated soft drink packaged in proprietary reusable shells with a multicolour logo of the major US beverage company was chosen for the study. The branded proprietary reusable shell was evaluated against a standard reusable shell in the industry used by the same company. Testing was conducted using state-of-the-art eye tracking hardware and CUshop™, a full immersion consumer retail experience laboratory. Data captured from 89 study participants indicated a strong preference for the new branded reusable shell. Statistical analysis demonstrated a 47% increase in eye fixations on the branded display and an increase in fixation duration, a measure of how long consumers looked at the display, of 34% (p
Databáze: OpenAIRE
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