Visual Marketing: The Importance and Consumer Recognition of Fruit Brands in Supermarket Fruit Displays

Abstract

Abstract Unlike processed foods, fresh fruits are mostly sold as generic products without brand character. This study aims to investigate the importance and consumer recognition of fruit brands at fruit displays in supermarkets. We analyzed the influence of salient brands on gaze behavior and choice. We used a mixed-methods approach, including eye tracking, qualitative data, and a quantitative questionnaire. Results showed that brands were not considered important by consumers when choosing fresh fruits. Consumers used visual aspects of the produce itself, such as color and freshness, to evaluate important intrinsic characteristics such as taste and consistency. However, salient branding may enhance the potential for effective fruit branding as well as improve consumers’orientation in front of supermarket shelves, as it captured attention and enhanced the decision-making process in this case.