Evaluation of Visual Behavior and Consumer Preferences of Zamorano Brand Cold Cuts in Tegucigalpa, Honduras

Resumen

The decline in sales of Zamorano cold cuts in supermarkets in Tegucigalpa highlighted the need to evaluate factors that could be affecting their positioning. The purpose of this study was to identify which label attracts the most visual attention from consumers, determining areas for improvement and analyzing the factors that influence purchasing decisions. The research was conducted in the Más x Menos, La Colonia No. 1, and No. 10 supermarkets, using eye-tracking technology with iMotions software. Metrics such as the number of revisits and time spent per area of interest were recorded. In addition, emotions were measured using facial recognition, and a structured survey with Likert and ordinal scales was administered. The results revealed that the label prototype stood out for its greater visual appeal, allowing consumers to better visualize its characteristics. However, it generated negative emotions associated with the label's design and information. Improvements were identified in the visibility of the “Learn by Doing” seal and the size of the brand. It was also determined that taste, quality, and safety are the main drivers in the purchase decision, with greater weight than the brand, packaging design, and price.