Neuromarketing Study of Consumers' Cognitive Perception of Labeling Information on a Product's Package

The article studies the information technologies' application possibility in the process of placing the labeling information on the products' package. In order to inform the consumer effectively about the product and its ingredients on the basis of determining the best location of the labeling information it is necessary to conduct pilot neurophysiological studies. The aim of the study is to analyze and assess the visual and neurocognitive consumers' perception of prescribed labeling information on the package of dairy products to determine the range of its best location. Research methods. A complex neuromarketing experiment was carried out in order to study the visual and cognitive perception of labeling information on a soft package of milk. 36 testees aged from 18 to 50 took part in the experiment involved. They were divided into two groups experimental and control, which were equal in the number of men and women. Two types of thinking were assessed on the basis of the data of combined oculomotor fixations and the speed of visual study of the same stimulus material given to each group. The consumers' behavior was studied in the experimental group in the process of visual analysis of packages according to D Kahneman's System 1. In the control group the experimental problem was set to find errors and inaccuracies on the stimulus material and the cognitive behavior was studied according to D Kahneman's System 2. It is experimentally proved that it is quite difficult for consumers to study and perceive objectively the labeling information on the milk packages, which increases the probability of purchasing a low-quality product. As a result of the processing of the total fixation data in the areas of interest on the package, the best location of the production date and the expiry date was revealed on the back side of the package. The stimulus materials were tested in the experimental and control groups for the purpose of drawing testees' attention to the date of production, located at the top, at the bottom and in the center of the package. Then the zones of interest were pointed out on the packages of milk. The results obtained in the study work can be used as a practical tool for managing consumer's attention in the process of choosing milk.