SAVDO NUQTALARIDA AUDITORIYA XATTI-HARAKATLARINI TASHKIL ETISHNING KONSEPTUAL ASOSLARI (EYE-TRACKING VA SHOPPER BEHAVIOR)

Boltayeva Mohichehra Sharipovna

Mazkur maqolada savdo nuqtalarida auditoriya xatti-harakatlarini ilmiy asosda o‘rganishning zarurati, ayniqsa, zamonaviy texnologiyalar (Eye-tracking) va iste’molchi xulq-atvori (Shopper Behavior) nazariyalariga asoslangan holda yoritilgan. Xaridorlarning qaror qabul qilish jarayonida vizual omillarning roli, mahsulot joylashuvi va do‘kon muhiti dizaynining savdo samaradorligiga ta’siri empirik ma’lumotlar va ilmiy adabiyotlar sharhi asosida tahlil qilingan. Shuningdek, chet el tajribalari bilan bir qatorda O‘zbekistonda bu borada olib borilayotgan ilk tadqiqotlar holati va istiqbollari haqida fikr yuritilgan.

Name of journalRaqamli iqtisodiyot
Number of edition11-son
View count 7

Web Address https://infocom.uz/magazine/18

DOI

Date of creation in the UzSCI system 28-08-2025

Read count 7

Date of publication 07-07-2025

Main LanguageO'zbek

Pages117-126

Tags

chakana savdo

Eye-tracking

Shopper Behavior

iste’molchi xulqi

vizual marketing

savdo muhiti

mahsulot joylashuvi

Ўзбек

Mazkur maqolada savdo nuqtalarida auditoriya xatti-harakatlarini ilmiy asosda o‘rganishning zarurati, ayniqsa, zamonaviy texnologiyalar (Eye-tracking) va iste’molchi xulq-atvori (Shopper Behavior) nazariyalariga asoslangan holda yoritilgan. Xaridorlarning qaror qabul qilish jarayonida vizual omillarning roli, mahsulot joylashuvi va do‘kon muhiti dizaynining savdo samaradorligiga ta’siri empirik ma’lumotlar va ilmiy adabiyotlar sharhi asosida tahlil qilingan. Shuningdek, chet el tajribalari bilan bir qatorda O‘zbekistonda bu borada olib borilayotgan ilk tadqiqotlar holati va istiqbollari haqida fikr yuritilgan.

Tags

chakana savdo

Eye-tracking

Shopper Behavior

iste’molchi xulqi

vizual marketing

savdo muhiti

mahsulot joylashuvi

№ Author name position Name of organisation

1 Boltayeva M.S. marketing va menejment kafedrasi katta o‘qituvchisi Buxoro davlat universiteti

№ Name of reference

1 Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase. Journal of Marketing, 73(6), 1–17. https://doi.org/10.1509/jmkg.73.6.1

2 Wedel, M., & Pieters, R. (2008). Eye tracking for visual marketing. Foundations and Trends in Marketing, 1(4), 231–320.

3 Underhill, P. (2008). Why We Buy: The Science of Shopping. New York: Simon & Schuster.

4 Russo, J. E., Medvec, V. H., & Meloy, M. G. (2011). The distortion of information during decisions. Organizational Behavior and Human Decision Processes, 66(1), 102–110.

5 Clement, J. (2007). Visual influence on in-store buying decisions: An eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9–10), 917–928.

6 Milosavljevic, M., Navalpakkam, V., Koch, C., & Rangel, A. (2012). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, 22(1), 67–74.

7 Krajbich, I., Armel, C., & Rangel, A. (2010). Visual fixations and the computation and comparison of value in simple choice. Nature Neuroscience, 13(10), 1292–1298.

8 Orquin, J. L., & Mueller Loose, S. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190–206.

9 Atalay, A. S., Bodur, H. O., & Rasolofoarison, D. (2012). Shining in the center: Central gaze cascade effect on product choice. Journal of Consumer Research, 39(4), 848–866.

10 Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial, and text-size effects. Journal of Marketing, 68(2), 36–50.

11 Velásquez, J. D., & Parra, D. (2013). A visual recommender system using eye tracking and implicit feedback. Expert Systems with Applications, 40(9), 3745–3759.

12 Duchowski, A. T. (2017). Eye Tracking Methodology: Theory and Practice (3rd ed.). Springer.

13 Bialkova, S., Grunert, K. G., & van Trijp, H. (2013). From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice. Food Quality and Preference, 27(2), 288–296.

14 Tursunov, B. (2020). Xizmatlar sohasida marketing strategiyalar. Toshkent: Iqtisod-Moliya nashriyoti.

15 Yo‘ldoshev, G‘., & Karimov, X. (2021). Marketing nazariyasi va amaliyoti. Toshkent: Fan va texnologiya.

16 Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

17 Sorensen, H. (2009). Inside the Mind of the Shopper: The Science of Retailing. Wharton School Publishing.

18 Sigurdsson, V., Menon, R., & Larsen, N. M. (2010). Behavior prediction using in-store measures and surveys. Journal of Neuroscience, Psychology, and Economics, 3(1), 1–9.

19 Chandon, P., Hutchinson, J. W., & Young, S. H. (2002). Unseen is unsold: Assessing visual equity using eye tracking. Advances in Consumer Research, 29, 106–107.

20 Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The Adaptive Decision Maker. Cambridge University Press.

Waiting

№	Name of reference
1	Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase. Journal of Marketing, 73(6), 1–17. https://doi.org/10.1509/jmkg.73.6.1
2	Wedel, M., & Pieters, R. (2008). Eye tracking for visual marketing. Foundations and Trends in Marketing, 1(4), 231–320.
3	Underhill, P. (2008). Why We Buy: The Science of Shopping. New York: Simon & Schuster.
4	Russo, J. E., Medvec, V. H., & Meloy, M. G. (2011). The distortion of information during decisions. Organizational Behavior and Human Decision Processes, 66(1), 102–110.
5	Clement, J. (2007). Visual influence on in-store buying decisions: An eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9–10), 917–928.
6	Milosavljevic, M., Navalpakkam, V., Koch, C., & Rangel, A. (2012). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, 22(1), 67–74.
7	Krajbich, I., Armel, C., & Rangel, A. (2010). Visual fixations and the computation and comparison of value in simple choice. Nature Neuroscience, 13(10), 1292–1298.
8	Orquin, J. L., & Mueller Loose, S. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190–206.
9	Atalay, A. S., Bodur, H. O., & Rasolofoarison, D. (2012). Shining in the center: Central gaze cascade effect on product choice. Journal of Consumer Research, 39(4), 848–866.
10	Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial, and text-size effects. Journal of Marketing, 68(2), 36–50.
11	Velásquez, J. D., & Parra, D. (2013). A visual recommender system using eye tracking and implicit feedback. Expert Systems with Applications, 40(9), 3745–3759.
12	Duchowski, A. T. (2017). Eye Tracking Methodology: Theory and Practice (3rd ed.). Springer.
13	Bialkova, S., Grunert, K. G., & van Trijp, H. (2013). From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice. Food Quality and Preference, 27(2), 288–296.
14	Tursunov, B. (2020). Xizmatlar sohasida marketing strategiyalar. Toshkent: Iqtisod-Moliya nashriyoti.
15	Yo‘ldoshev, G‘., & Karimov, X. (2021). Marketing nazariyasi va amaliyoti. Toshkent: Fan va texnologiya.
16	Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
17	Sorensen, H. (2009). Inside the Mind of the Shopper: The Science of Retailing. Wharton School Publishing.
18	Sigurdsson, V., Menon, R., & Larsen, N. M. (2010). Behavior prediction using in-store measures and surveys. Journal of Neuroscience, Psychology, and Economics, 3(1), 1–9.
19	Chandon, P., Hutchinson, J. W., & Young, S. H. (2002). Unseen is unsold: Assessing visual equity using eye tracking. Advances in Consumer Research, 29, 106–107.
20	Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The Adaptive Decision Maker. Cambridge University Press.