Transport And Communications 2024, 12(2):24-28 | DOI: 10.26552/tac.C.2024.2.4

Analysis of Consumer Visual Attention to Retail Design Elements Using Eye-Tracking Technology

Viktória Cvacho1, Radovan Madleňák1
1 Faculty of Operation and Economics of Transport and Communications, University of Žilina, 01026, Slovakia


This study analyses consumer visual responses to store design elements using eye-tracking technology, focusing on identifying behavioural patterns across different age and gender groups. The primary goal was to assess how consumers respond to various aspects of the retail environment, such as price tags, promotional banners, and checkout zones. Statistical tests (Mann-Whitney U, ANOVA, and T-test) indicated no statistically significant differences between the groups observed, suggesting a need for an expanded sample size for more precise analysis and a deeper understanding of these interactions.

Keywords: eye-tracking, consumer behaviour, visual attention, retail environment
JEL classification: L81, L96, M31, M37

Received: December 17, 2024; Revised: December 17, 2024; Accepted: December 21, 2024; Published: December 30, 2024  Show citation

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Cvacho, V., & Madleňák, R. (2024). Analysis of Consumer Visual Attention to Retail Design Elements Using Eye-Tracking Technology. Transport And Communications, 12(2), 24-28. doi: 10.26552/tac.C.2024.2.4
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