Neuromarketing Research On Consumers' Visual Perception of Cryptomarking a Product Package

Abstract

This article discusses the possibility of using information technology in product marking. In order to effectively inform consumers about the product and its ingredients on the basis of cryptographic protection of a two-dimensional bar code (QR code), it is necessary to conduct preliminary neurophysiological analysis. Therefore, the aim of the research was to analyze and evaluate consumers' visual perception of a cryptographic marking in order to best position a QR code on a product package. A comprehensive neuromarketing experiment had been carried out to study the visual attention and interest in cryptographic marking on a soft milk package. The oculomotor behaviors of 28 testees were recorded as an array of 395 data sets. Two groups of testees aged from 18 to 50 were involved in the experiment. The results were processed by using economic-mathematical and statistical analysis methods that are implemented in the SPSS environment. Having the results of the processed data summarized, the best QR code positioning spots on a soft milk package have been found. The revealed positioning areas were proved to be the best by the objective neurophysiological parameters of the testees' visual perception of the milk test packages. Cryptomarking had been done on the selected areas on experimental materials and then tested in the control group concerning the testees' attention. The areas of interest and memorability of milk brands were distinguished as well. The obtained results can be used as a practical tool for managing the consumer's attention when choosing milk. The further studies will be related to the research of the visual visibility of a cryptomarking in foveal and peripheral eyesight which will make it possible to understand the consumer's situational behavior in the decision-making process.