To What Extent do Customer Pre-touchpoints Influence the Consumer Decision- making Towards Healthier Product Options? An Eye Tracking Research on Breakfast Cereals

Ivaylo Moskov Ivanov & Paul Petcu

Student thesis: Master thesis

Abstract

Objective. The present thesis has investigated if a pre-touchpoint could influence the consumer behaviour towards choosing healthier products within the breakfast cereal category. Design. Before the experiment, the participants were randomly assigned to one of the two groups, controlled (26 individuals) or manipulated (27), with the manipulated ones interacting with a fitness poster. An eye-tracking device was used to record the visual attention of the participants when choosing among 25 different products. The respondents have also completed a follow up questionnaire. Setting. SenseLab1 at Copenhagen Business School, Copenhagen, Denmark. Participants. Videos and questionnaires from 53 participants (29 females, 24 males, mean age of 25.03) were analysed. Analysis. The participants’ behaviour was analysed in connection with the proposed hypotheses, searching for significant evidence regarding the duration of the experiment, the number of picked up products, the duration of nutritional information reading and the final product choice. Results. The results of the two experiment groups (controlled and manipulated) were first analysed by comparing them to each other. After no significant result has been found, the two groups acting almost the same, a number of six interest groups has been further analysed. The mentioned groups are based on the results from the follow-up questionnaire and they are as follows: a) pre-touch point interaction; b) physical activity; c) gender; d) frequency of label reading; e) health awareness; f) reasoning of product choice. Out of these six groups, within three of them significant statistic results or very important trends were observed: gender, frequency of label reading and reasoning of product choice. Conclusion. Merely from the conducted analysis, it seems that the manipulation used was not sufficient for influencing the consumer behaviour. Therefore, more in-depth analysis should be performed in order to discover possible influencers and eliminate current non-influencers. However, following the tendencies and the several significant results observed it can be mentioned that the female participants had stronger results than male across the four main variables, similar to the participants who usually read the label in contrast to those who do not and to the participants that chose a healthy product in contrast with those who chose one based on experience or taste.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2018
Number of pages93
SupervisorsSeidi Suurmets