The general objective of this study is to analyze shopper's behaviour during their purchase intention processes at the retail outlet for the hair care category, specifically shampoo, and provide ELVIVEs brand with relevant information to work on their marketing strategy. 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.
Sonification is a new way of engaging consumers with the sensorial perception of a cosmetic product through sound and music. Qualitative consumer studies were conducted in Japan and Korea, aiming to examine how sound and music could enhance the product experience with consumers. This study confirmed that sounds and music, in addition to visual images, can be a key medium of communicating sensorial benefits of cosmetics.
In this paper the authors propose as framework, or spine, a modular behavioural model structure that imbeds the various sequential development tests, sets the guidelines for data collection and processing and provides the logic for various evaluative models designed for the specific elements under development. After exposing the principles of this framework, the authors describe its practical application through a case study before drawing general conclusions.