Vol. 7 No. 5 (2019): Business & Management Studies: An International Journal


Asisst. Prof. Dr., Kırşehir Ahi Evran University
Vildan GÜNEŞ
Res. Asisst., Kırşehir Ahi Evran University

Published 2019-12-25


  • Eye Tracking, In-Store Positioning, Neuromarketing, Visual Attention, Eye Movement
  • Göz Takip, Market İçi Yerleşim, Nöro-Pazarlama, Görsel İlgi, Göz Hareketi

How to Cite

AKGÜL, D., & GÜNEŞ, V. (2019). HOW CONSUMERS BROWSE DISHWASHING DETERGENT SHELVES IN STORES? AN EYE-TRACKING RESEARCH. Business & Management Studies: An International Journal, 7(5), 2723–2741. https://doi.org/10.15295/bmij.v7i5.1335


Recent research shows that consumers give their purchasing decisions in front of the store shelves. At this moment of decision and how they browse the shelves is a great data for brands. Nowadays, brands prefer to get this data from eye-tracking devices rather than the answers which get directly from the consumers. This research has been conducted with 57 voluntary real customers of a local store.  The results of the dishwashing detergent shelves have been analyzed with BeGaze software. These results classified according to the demographic variables. The results have been showed that gender and income has a strong effect on dishwashing detergent preference. Likewise, marital status and having kids also have an effect on brand and product choice. Shopping frequency effects the time which is spend in front of the store shelves.


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