%0 Journal Article
	%A Anirban Chowdhury and  Sougata Karmakar and  Swathi Matta Reddy and  Sanjog J. and  Subrata Ghosh and  Debkumar Chakrabarti
	%D 2012
	%J International Journal of Psychological and Behavioral Sciences
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 68, 2012
	%T Visual Attention Analysis on Mutated Brand Name using Eye-Tracking: A Case Study
	%U https://publications.waset.org/pdf/647
	%V 68
	%X Brand name plays a vital role for in-shop buying
behavior of consumers and mutated brand name may affect the
selling of leading branded products. In Indian market, there are many
products with mutated brand names which are either orthographically
or phonologically similar. Due to presence of such products, Indian
consumers very often fall under confusion when buying some
regularly used stuff. Authors of the present paper have attempted to
demonstrate relationship between less attention and false recognition
of mutated brand names during a product selection process. To
achieve this goal, visual attention study was conducted on 15 male
college students using eye-tracker against a mutated brand name and
errors in recognition were noted using questionnaire. Statistical
analysis of the acquired data revealed that there was more false
recognition of mutated brand name when less attention was paid
during selection of favorite product. Moreover, it was perceived that
eye tracking is an effective tool for analyzing false recognition of
brand name mutation.
	%P 2095 - 2098