The influence of sweet positioning on shelves on consumer perception
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F16%3A43909511" target="_blank" >RIV/62156489:43110/16:43909511 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1016/j.fpsl.2016.09.001" target="_blank" >http://dx.doi.org/10.1016/j.fpsl.2016.09.001</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/j.fpsl.2016.09.001" target="_blank" >10.1016/j.fpsl.2016.09.001</a>
Alternative languages
Result language
angličtina
Original language name
The influence of sweet positioning on shelves on consumer perception
Original language description
The article focuses on how the position of sweets on shelves is perceived by generation Y consumers. The required data were obtained through eye-tracking using the SMI RED 250 device. Additionally, in-depth interviews and short questionnaires were included in the experiment to obtain complementary qualitative data. The research took place during spring 2014 in the Eye Tracking Laboratory at Mendel University. In total 55 respondents representing generation Y participated in the experiment. Various sweets were placed on 7 shelves. Every shelf was different. The prices, the size of packages and the tools of sales promotion were different too. The main goal of this research was to recognize how the various shelf elements and the positioning of the sweets were perceived. The research shows that the most important factors are the price and discounts on the products. Customer habit and experience are also important. Men's attention is focused on the middle of the shelves. The behavior of women is different and they focus on every element of the shelves, product by product. The creativity of the sweets as a product has a strong influence on the consumer's attention. Different behavior and priorities among various segments were discovered. The results provide valuable insights to create customized, eye-catching shelves for customers.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
21101 - Food and beverages
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Food Packaging and Shelf Life
ISSN
2214-2894
e-ISSN
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Volume of the periodical
10
Issue of the periodical within the volume
December
Country of publishing house
NL - THE KINGDOM OF THE NETHERLANDS
Number of pages
12
Pages from-to
34-45
UT code for WoS article
000390576000004
EID of the result in the Scopus database
2-s2.0-84986316090