Mawi, Nur Nasihken (2022) Assessment of consumers visual attention towards packaging attributes on stingless bee’s honey box designs using eye-tracking – A study of neuromarketing perspective. Masters thesis, Universiti Sains Malaysia.
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Abstract
Neuromarketing skills and techniques were widely used in many fields that were not only for academic purposes, but their benefit has been spreading to a lot of others, especially in the marketing world. Neuromarketing is a new discipline of marketing that examines the subconscious reactions of customers to marketing products, brands, goods, and materials. There was a lot of methods that were used by the marketer to advertise their product to attract the attention of consumer as they vary not only in their opinions of brands but also in their interactions with them, which marketers must manage. This is where neuromarketing step into the area by advancing its strategies to improve marketing skills and achieving more target in business instead of using the old traditional way of marketing that was costly and less profit given to the business. The food industry was one of the industries that used this technique to investigate in-depth how to attract customer attention and at the same time influence them to buy the product. One of the elements that were used was the design of the packaging. In this study, we gathered and evaluated the visual attention towards different attributes on stingless bee honey box packaging using the eye-tracking technique by examined the pattern of visual fixation on the attributes of the packaging that was designed solely for this experiment. The attributes are composed of the brand logo, halal logo, font style, price tag, and quality remark stamp. Every attribute consists of 3 variation that are position, size, type of font styles, placement of price tag, and word quality remark. The pattern in visual attention towards all attributes is determined whether they are related to the perceived attractiveness of the product and willingness to buy the product. The result shows that the attribute of brand logo has shown a statistically significant difference in the fixation duration. Here, the visual fixation on the left side of the brand logo is higher score and caught attention rather than the center or right position variation. Result also revealed that there was no correlation between the relation of visual fixation and attractiveness as well as visual fixation and willingness to buy according to the variation of the attributes on the box. Furthermore, even though the left position brand logo score significant value, one positive correlation between visual fixation and the attractiveness for centre position of brand logo were observed. Overall, this research provides a new insight of pattern visualization of different attributes towards subject’s choice on stingless honey box packaging and this implies that gaze fixation on the attributes of the packaging can influence consumers to be attracted and motivate them to buy the product.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | neuromarketing |
| Subjects: | R Medicine R Medicine > RC Internal medicine > RC0321 Neuroscience. Biological psychiatry. Neuropsychiatry |
| Divisions: | Kampus Kesihatan (Health Campus) > Pusat Pengajian Sains Perubatan (School of Medical Sciences) > Thesis |
| Depositing User: | MUHAMMAD AKIF AIMAN AB SHUKOR |
| Date Deposited: | 21 Jun 2026 07:29 |
| Last Modified: | 30 Aug 2026 07:05 |
| URI: | http://eprints.usm.my/id/eprint/64410 |
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