Consumers’ online shopping choices and assortment forecasting by ABC analysis using eye tracking technology
Journal: Upravlenets
Year: 2025

Amid the thriving e-commerce, traditional marketing methods are getting obsolete in examining consumer behaviour. Using the case study of cheese, the paper aims to reveal peculiarities of forecasting consumers’ online shopping choices with the help of eye-tracking technology. The concept of sensory marketing constitutes the methodological basis of the study. The evi dence base was formed by the results of a neuromarketing experiment (30 experimental subjects) on investigating three online stores