Proceedings

PR – BRANDING AND PACKAGING OF SOUTH AFRICAN WHITE MAIZE MEAL, AN EYE-TRACKING CASE STUDY

Durr, J.A., van Zyl, J.H., Strydom, D.B., Beelders, T.R., Wium, D.J.


Abstract:

The correct marketing of value added, agricultural products is a general practice used to increase the prices of the producer and deliver a market-competitive product to the target markets. The question arises, what would be the best marketing strategies to implement for homogeneous, agriculture products such as maize? To differentiate these kinds of products, the marketer needs to implement alternative distinction strategies, rather than to rely solely on the product features. It is here where modern technology such as an eye-tracker can be used to establish creative ways in which packaging can be redesigned and branding can be rearranged in an attempt to gain a competitive advantage in terms of attracting customers’ attention. In this paper, the authors prove that eye-tracking can be used to enhance product visibility and ultimately increase sales and brand awareness.

Keywords: Eye-tracking, packaging, agricultural products, product visibility

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Author(s): Beelders, T.R., Durr, J.A., Strydom, D.B., Van Zyl, J.H., Wium, D.J.

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Organizations(s): University of the Free State