In-Store Decision Time Versus Product Category
A retail store can have many effects on consumers that results gazing behavior. The purpose of this study was to
examine the relationship between decision time and product category in consumers’ gazing behavior using eye-tracking
recordings. A mixed-gender, 20-year-old age sample was examined in a real shopping environment buying four food product
categories considering the absolute and relative time of buying decisions. Results show that total fixation time and relative
fixation time depends on the type of product. Identifying differences among consumers’ fixation time may contribute to
better in-store management.
Keywords - Gazing Behavior, Decision Time, Absolute and Relative Time