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- Title
GÖZ İZLEME (EYE TRACKING) ANALİZ YÖNTEMİ İLE DOĞAL BAL TEMALI REKLAMLARIN ETKİNLİĞİNİN İNCELENMESİ.
- Authors
UYAR, Ahmet; UYAR, Kübra
- Abstract
Competition in the honey industry has led to an increasing awareness among consumers, prompting honey producers to turn to natural products. In recent years, the market for natural and organic products has been growing steadily. Consumers are opting for products that are free of additives and produced naturally. Misleading promotions and advertisements in the honey industry have put the sector in a difficult position, forcing producers to engage in more marketing communication. Therefore, natural honey-themed advertisements have become prominent, and production processes and supply sources have gained importance. This study focuses on how natural honey-themed advertisements are perceived by consumers and examines their effectiveness. In addition to data obtained through survey methods, analyses were also conducted using eye-tracking methods. According to the obtained data, it has been concluded that consumers attach importance to products labeled as natural, and it is a significant factor in their purchasing decisions. It is necessary to present the main message of natural honey advertisements in a more effective and attention-grabbing way.
- Publication
Uludag Bee Journal, 2024, Vol 24, Issue 1, p126
- ISSN
1303-0248
- Publication type
Article
- DOI
10.31467/uluaricilik.1438033