Analyzing Brand Salience in Consumers Through Visual Gaze Assessment For Non-Alcoholic Non-Carbonated Fruit Juice Beverage Segment In Indian Millennials

The beverage industry in India is competitive with fruit juice beverages occupying a prominent position in the minds of the Indian consumer. Non-alcoholic non-carbonated fruit juices have sustained as a distinct category in India for decades and there has been considerable revenue growth. This paper assesses the association of brand salience with purchase likelihood, customer perception, and brand recognition for a consumer. Associative memory has been assessed by using a suitable gaze-tracking application. Factor analysis was carried out to determine the degree of association between the variables. Brand strategies evolve and brand salience is a vital constituent in considering this evolution. The respondents for gaze analysis and survey have been millennials who are the largest age cohort in India. Reassessing brand salience in this category enables a fresh perspective on consumer perception and the evolving brand narrative which keeps a brand relevant in the minds of the consumer.