期刊名称:South East European Journal of Economics and Business
印刷版ISSN:1840-118X
出版年度:2021
卷号:16
期号:1
页码:93-106
DOI:10.2478/jeb-2021-0008
语种:English
出版社:Walter de Gruyter GmbH
摘要:The purpose of this paper is to advance the theory and contribute to the practice of luxury perfumes’ shelf management by decoding the relationship between attention on the shelf, purchase decision-making, and brand recall. It employs an eye-tracking experiment to analyze attention spans and fixations, which is combined with a questionnaire to uncover recall and purchase intent. The research identifies attention patterns and the influence of attention on recall and purchase intention. It further reveals the main factors that influence attention on the shelf in the luxury perfume industry. This is a milestone for further elaboration on the benefits of the fashion mainstream for luxury perfumes and the debate regarding whether luxury perfumes should be treated similar to mainstream fashion or similar to any other product in basic shelf management rules. This study enables shelf managers and marketers to place the perfumes both on the shelf and in consumer minds to maintain a top-of-the-mind brand position. Managerial implications are significant and address perfume industry packaging as well as shelf positioning.