Detalhes bibliográficos
| Ano de defesa: |
2018 |
| Autor(a) principal: |
Gallina, Mariângela
 |
| Orientador(a): |
Spers, Eduardo Eugênio |
| Banca de defesa: |
Mello, Cristina Helena P.,
Almeida, Luciana Florêncio de,
Silva, Hermes Moretti Ribeiro da,
Silva, Leonardo Aureliano da |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/326
|
Resumo: |
Research on visual attention and consumer behavior reports how packaging design raises interest and stimulates point of sale choice. However, little attention is dedicate to packaging, that has a similar layout or congruent. The empiricist of this dissertation evaluates the decision making of the consumer in front of a packaging with congruent layout between the brands of the same category of product. It divided into three studies, all performed in a retail laboratory environment and using eye tracking. Two studies were exploratory, being that the second was the inclusion of a controlled variable, the observation distance. The third was an experiment with hypothesis testing constructed from the previous results and supported in the literature review. The results of the study show a correspondence between the shelf position and consumer choice, regardless of the congruent factors and distance of observation. The inputs serve as a basis for future research, can be validated for other product categories, and subsidize marketing strategies and packaging design. |
