The potential of salient branding of fresh fruit on the supermarket shelf for consumer brand recall

Abstract

Product choice in retail stores is influenced by visual recognition and the memory-based presence of brands. As the branding of fresh fruit is uncommon, we tested the effect of visual salient branding on a fresh produce shelf, visual attention, and choice on later brand recall of a fruit product. We showed participants two fresh produce shelves, conducted an eye-tracking experiment to capture visual attention, and administered a structured computer-based questionnaire with open recall of the brands seen during the eye-tracking. We found visual saliency and choice to be significant predictors for brand recall. Visual attention was significant only for the cluttered fresh produce shelf. A higher fixation count improved the probability of recalling the brand.