مقايسه فرايند شناختي مردان و زنان هنگام خريد (نمونه پژوهشي: بررسي تأثير برند با استفاده از دستگاه ردياب چشم)

Comparison of Cognitive Process in Men and Women While Shopping (Case Study: Investigating the Impact of Brand Using Eye Tracker

هدف: بررسي تفاوت شناختي ناشي از فرايند ديداري در زنان و مردان در زمان تصميم‌گيري براي خريد يك نوشيدني در مواجهه با برندهاي معروف و ساختگي. روش: ابزار استفاده‌شده در اين پژوهش، دستگاه ردياب چشم است. اين پژوهش بر تأثير برند تمركز كرده و لوگوي برند، به‌عنوان نماد ديداري بررسي شده است، ابتدا داده‌هاي موجود به‌كمك نرم‌افزار توبي پيش‌پردازش شدند، سپس خروجي اكسل داده‌ها در نرم‌افزار SPSS تحليل شد. در اجراي اين پژوهش 53 نفر از دانشجويان كارشناسي دانشكده مديريت دانشگاه تهران با گروه سني بين 19 تا 25 سال شركت كردند كه 51 درصد از اين افراد زن بودند. يافته‌ها: بر اساس نتايج، زنان و مردان هنگام تصميم‌گيري براي خريد، الگوهاي ديداري متفاوتي دارند و در نتيجه فرايندهاي شناختي متفاوتي از خود نشان مي‌دهند؛ به‌طوري كه مدت زمان توجه در مردان بيشتر از زنان است، از اين رو، فرايند شناختي در زنان در زمان كوتاه‌تري رخ مي‌دهد. اما 65 درصد از افرادي كه هنگام مواجهه با برند معروف، انتخاب پيش فرض خود را به نفع كالاي داراي برند معروف تغيير داده‌اند، زن بودند، بنابراين زنان در مقايسه با مردان، به برند علاقه بيشتري نشان مي‌دهند. نتيجهگيري: علاوه بر اينكه در فرايند شناختي زنان و مردان هنگام خريد تفاوت معناداري مشاهده شد، انتخاب‌هاي نهايي صورت‌گرفته نشان داد كه اين تفاوت فقط به فرايند ديداري محدود نيست و تصميم‌گيري نهايي در دو جنسيت نيز تفاوت معناداري دارد.

Objective Brand interest varies among men and women. Brand and brand reputation are more prominent among women, and it is stated that there is a difference in the degree of brand dependence in men and women. Since there is a significant difference in the cognitive process among men and women, focusing on product selection in the purchasing process, this study aims to investigate whether there is a significant difference between men and women in the final decision. Therefore, the customers’ decisions regarding the brands are examined using eye tracker and based on gender differences in the present study. Methodology Eye tracker has been used as the main instrument in this research. In addition, the brand logo was examined as the visual symbol in the present study. The available data were first pre-processed using Tobii software and the Excel data output was analyzed using SPSS software. A sample of 53 undergraduate students at the Faculty of Management, University of Tehran, with the age range of 19 to 25, participated in this study. Besides, 51% of the participants were women. Findings The analysis of the questionnaire and the recorded results from the eye tracker device shows that 75% of the participants have changed their opinion toward the brand. an‎d also, 65% of them were women. The average duration of fixation in men is longer compared to women, and men spend more time looking at brands. The results showed that the average duration of fixation in men who choose a well-known brand from their non-selected beverage group is higher than the choice for women. Moreover, men have spent more time looking at brand logos. The average duration of fixation is also almost equal in men and women while chosing a fake brand from their favorite group while making a decision. Conclusion As a result of this research, it can be said that the brand and its popularity have a significant impact on a person’s decision making when buying beverage. There is a significant difference in eye movement between men and women regarding famous brands. The duration of fixation over a brand is fewer in women, so women have a shorter cognitive process than men. The impact of the brand varies between men and women, and women are more affected by the brand. According to the results of this research, more women were willing to change their minds about the brand, so women are more likely to be attracted by the well-known brands.