Price sensitivity and how it is affected by package design, size and shelf layout can be precisely measured using eye-tracking technology. The key data lies in measuring ”fixations” – how long one’s eyes focus on a given area of a package, sign, shelf, etc. While a number of factors can influence shopper price sensitivity (defined here as: how often shoppers focus on prices compared to products), we’ve consistently found that package size and placement affect consumer price sensitivity.
When it comes to breakfast, yogurt and cereal are two leading categories that shoppers regularly purchase. In a recent study, executed in partnership with the Ipsos Neuro and Behavioral Science Centre (ipsos-mori.com), shoppers were fitted with eye-tracking glasses and asked to shop their grocery store as they normally would. The resulting data showed that among cereal shoppers (29 shoppers tracked) 94% of fixations fell on products and 6% on price; in the yogurt category (27 tracked, with overlap) 85% of fixations fell on products and 15% on price.