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1 2021

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The eye-tracking usage for testing customers' gaze on conformity marks placed on products packages

Orzeł Bartosz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2021

z. 151

513--524

Purpose: The purpose of this article is to perform the idea of eye-tracking method based research, which will allow us to testing the customers gaze on the conformity marks placed on products packages. The aim of this article is to present the possible way of eye-tracking based research method, an experiment the results of which can be used for future research and statistical analyzes. Design/methodology/approach: To perform the eye-tracking based research, the path and methodology of conducting this research was shown. The basic research method proposed in this paper is experiment, which output should be heat maps with areas, on which people look will be marked. Additionally, the project of short survey, which respondents should complete after eye-tracking examination was presented. The subject of paper is theoretical, but shown methodology, which makes it possible to carry out the same or similar research in reality. Findings: The main finding of this article is the creation of eye-tracking method based research proposal way, which should allow us to analyze both on conformity marks gazing by customers and other elements of packages. Additionally, the survey conducted after experiment can give researchers an ability to accordance assessment to real conformity marks and other etiquettes/packages marks, on which customers are looking at, and what they think are looking at. It may also allow us obtaining other information, such as: awareness of the types and concept of compliance marks, the voluntary nature of their placement, and also whether consumers care what marks of compliance are marked with the purchased product. Research limitations/implications: This is the proposition of the way to conduct an experiment. The survey after eye-tracking experiment is created by an author and questions were not prepared with use specific methodology. It is possible to repeat this research with other things placed on products packages and elements of etiquettes. Practical implications: The practical implication is the ability to develop and use presented path for different things placed on packages, showing on screens etc. It can also leads to conducting other similar researches with usage of this path/way/method. Social implications: This research may allow us to know, on what conformity and also safety signs customers look most common. These research can also lead to user safety improvement. Originality/value: Using eye-tracking technique in different researches etc. is well known and is not a new method, but in this paper it is transposed especially to conformity marks gazing in specific and practical way of conduct. Basing on literature review the research problem was stated: there are not many or no studies on the use and technical application of eye tracking to study the perception of conformity marks.