Examinando por Materia "Eye tracking"

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    Publicación
    Atracción por las marcas : estudio sobre los factores motivadores e inhibidores que determinan el proceso de decisión de compra de papas fritas en el punto de venta
    (Universidad EAFIT, 2026-05-04) Betancur Zapata, Sara Manuela; Sepúlveda Cardona, Edwin Andrés; Gaviria Rincón, María José
    This research applies the scientific method to determine the motivating and inhibiting factors that influence the purchase decision process for potato chips at the point of sale. The market in this food category is highly competitive, which is why this research can provide relevant information to snack companies seeking to improve their marketing strategies. The methodology used is descriptive, non-experimental research with a qualitative approach, which helps to understand the visual stimuli and attitudinal responses to the packaging elements of potato chip brands. This was achieved through the implementation of instruments such as eye-tracking and questionnaires. The main finding is that visual elements do not necessarily generate a purchase motivator. While a package may attract the shoppers’ attention, this does not necessarily translate into a final purchase decision. Furthermore, some factors such as stopping power and heuristics were found to be related to the motivators and inhibitors in consumers’ purchase decisions.
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    Publicación
    Conectando con la Generación Z : atracción de los lementos visuales en las activaciones BTL del Congreso Conamerc 2024
    (Universidad EAFIT, 2024) Bolaños Muñoz, Paola Alejandra; Botero Cardona, Andrés; Giraldo Aristizábal, Juan Camilo
    In recent years, marketing has undergone significant evolution, focusing on providing comprehensive experiences that allow consumers to interact with and better understand products and services. This approach, known as experiential marketing, has proven to be especially effective in attracting younger audiences such as millennials and Generation Z, who, according to various studies, prefer authentic experiences over mere possession of material goods. This research aims to examine the impact of visual elements in brand activations targeted at Generation Z, with a specific focus on the Conamerc Marketing Congress in Medellín. Despite the relevance of this congress and the campaigns developed there, there is a lack of studies analyzing how these marketing efforts affect Generation Z in Medellín. To address this gap, an exploratory and qualitative research methodology will be employed, combining the use of eye-tracking technology and follow-up interviews. These techniques will evaluate how visual elements in brand activations generate attraction among Generation Z. The purpose of this study is to provide a deeper understanding of this generation's visual preferences.
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    Publicación
    Elementos en la generación de contenidos publicitarios que influyen en la motivación de compra del consumidor
    (Universidad EAFIT, 2024) Jiménez Moreno, Catalina; Botero Cardona, Andrés