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Toy packaging goes beyond protection; there has been limited study of the various factors affecting toy packaging and their influence on consumer choices. There is a lack of clarity on the relative importance of factors: brand reputation, product family, game features, and age appropriateness in influencing purchasing decisions. This research paper aims to study the eye-tracking metrics of consumers using the packaging data from two educational toy industries: DISET and EDUCA, through Bayesian belief networks (BBN) and the evidential reasoning approach (ERA) to explore the relationships between parental demographics and their engagement with packaging images. To streamline eye-tracking data analysis, we introduced the Interest-Saliency Index (ISI). The paper further discusses and ranks the factors influencing these purchases, shedding light on the relative importance of various packaging features and Areas of Interest (AOI), which advances theoretical understanding and furnishes actionable insights for professionals in this sector to curate improved strategies.

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Eye-Tracking-Based Packaging Analysis for Toy Industry Using Bayesian Belief Networks and Evidential Reasoning Approach

  • 章节

  • 发表日期：

    2026年

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  • Prachi Tulsyan,
  • Amrita Ghosh,
  • Sobhan Sarkar

摘要

Toy packaging goes beyond protection; there has been limited study of the various factors affecting toy packaging and their influence on consumer choices. There is a lack of clarity on the relative importance of factors: brand reputation, product family, game features, and age appropriateness in influencing purchasing decisions. This research paper aims to study the eye-tracking metrics of consumers using the packaging data from two educational toy industries: DISET and EDUCA, through Bayesian belief networks (BBN) and the evidential reasoning approach (ERA) to explore the relationships between parental demographics and their engagement with packaging images. To streamline eye-tracking data analysis, we introduced the Interest-Saliency Index (ISI). The paper further discusses and ranks the factors influencing these purchases, shedding light on the relative importance of various packaging features and Areas of Interest (AOI), which advances theoretical understanding and furnishes actionable insights for professionals in this sector to curate improved strategies.