Experimental investigation and influence of aesthetics of packaging, the price and knowledge of the brand of cola drinks on consumer decision-making

The goal of my thesis is to find out significance of factors (aesthetic package design, price and knowledge of the brand of cola’s drinks) during consumer decision of students of the Faculty of Management of the University of Economics in Prague. Exploring experimentally the possibilities of finding the most important factors during consumer decision, using an eye-tracking equipment. Exploration takes place in three phases. Pre-research defines variables of the examined factors (known and unknown brands, price levels and aesthetic and standard packaging). First phase includes the questionnaire, the first part is a partial replication of the investigation named “Aesthetic package design: A behavioral, neural, and psychological investigation” from 2010, written by Martin Reimann, Judith Zaichokowsky, Carolin Neuhaus, Thomas Bender and Bernd Weber. And second part is based on the model of combinations which find out relationship of significance between examined factors. This phase suggests, that the most important factor in consumer decision about choosing of cola drinks is knowledge of the brand. Second phase using eye-tracking investigation to detect, whether it can be found out connection between different types of eye fixation to the factors with their significance in consumer decision-making. The result of this part of the thesis is that the longest fixation, the first fixation, the total number of fixations and the number of re-fixations on the examined factors are not decisive when determining the most important factors influencing consumer decision-making.