Summary

The general objective of this study is to analyze shoppers' behavior during their purchase intention processes at the retail outlet for the hair care category, specifically shampoo, and provide ELVIVE's brand with relevant information to work on their marketing strategy.

  • What is the relationship between visual attention and purchase intention at the retail outlet?
  • Is my brand seen by most shoppers at the retail outlet?
  • Are buyers of other brands seeing my product?
  • How much visual attention time does the shopper dedicate to the hair care category?
  • What is the interaction with the shampoo packaging?
  • Is the price relevant to the category?
  • What other brands are the buyers of my brand interested in?
  • Is the advertising material at the retail outlet relevant to generate purchase intention?

A sample composed of 40 female participants within one supermarket store was analyzed and the eye-tracking method was used to analyze their visual attention to different visual stimuli at a retail outlet. The results indicate that the more visual attention the consumer has to a specific shampoo brand, the greater their intention to purchase will be. Likewise, the more the consumer looks at the price of a shampoo brand, the greater their intention to purchase will be. However, not enough evidence has been found to affirm that the more visual attention paid by the consumer to the advertising of a specific shampoo at the retail outlet, the greater their intention to purchase will be.

Introduction