Consumer Experience: effective analysis of the purchasing process

Noelia da Quinta y Ana Baranda, investigadoras del Área de Nuevos Alimentos de AZTI

December 1, 2022, 8:02 AM GMT+1

Attributes such as the brand, the type of packaging, the information that a product contains or how the products are displayed on the shelves of a store have an important influence on consumer behavior and, therefore, on the purchase decision . The evaluation of this experience through the development of studies that simulate the actual purchase in an establishment, or through online sales channels, allows an effective analysis of the reasons underlying food choices. Its combination with eye-tracking or eye tracking offers efficient information about the entire process. Noelia da Quinta and Ana Baranda , researchers from AZTI 's New Food Area, explain it in this article.

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More information in the magazine Tecnifood nº 144 (diciembre 2022)
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