The Level of Shelves and Space Solution as One of the Key Factors for Consumer Attention

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F17%3A43913144" target="_blank" >RIV/62156489:43110/17:43913144 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.11118/actaun201765051679" target="_blank" >https://doi.org/10.11118/actaun201765051679</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun201765051679" target="_blank" >10.11118/actaun201765051679</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The Level of Shelves and Space Solution as One of the Key Factors for Consumer Attention

Popis výsledku v původním jazyce

This paper is focused on consumer attention to the positioning of 5 product categories (packaged vegetables, dairy food, packaged fish, packaged meat and frozen food) in store bays and shelves. The results compare consumer attention to different levels of shelves. A different space solution - the SpaceGrid II system - was also used in the chosen bays. In these bays, the data indicate a distinct increase of consumer attention. The data were obtained through the eye-tracking device SMI RED 250 (n = 22). Particular attention was given to consumer perception by analysing AOI (areas of interest). The research was carried out during September 2015 in the Eye-Tracking Laboratory at Mendel University in Brno. The objective of the research was to identify attention in different levels of shelves and differences in perception between two types of shelves (classic and SpaceGrid). The results imply that the shelf level significantly influences the variability of attention of all product categories except for vegetables. The influence of the type of shelves was proven for meat and fish. The article also offers detailed information about the behaviour of participants who were surveyed in the framework of in depth interviews.

Název v anglickém jazyce

The Level of Shelves and Space Solution as One of the Key Factors for Consumer Attention

Popis výsledku anglicky

This paper is focused on consumer attention to the positioning of 5 product categories (packaged vegetables, dairy food, packaged fish, packaged meat and frozen food) in store bays and shelves. The results compare consumer attention to different levels of shelves. A different space solution - the SpaceGrid II system - was also used in the chosen bays. In these bays, the data indicate a distinct increase of consumer attention. The data were obtained through the eye-tracking device SMI RED 250 (n = 22). Particular attention was given to consumer perception by analysing AOI (areas of interest). The research was carried out during September 2015 in the Eye-Tracking Laboratory at Mendel University in Brno. The objective of the research was to identify attention in different levels of shelves and differences in perception between two types of shelves (classic and SpaceGrid). The results imply that the shelf level significantly influences the variability of attention of all product categories except for vegetables. The influence of the type of shelves was proven for meat and fish. The article also offers detailed information about the behaviour of participants who were surveyed in the framework of in depth interviews.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50103 - Cognitive sciences

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

—

Svazek periodika

65

Číslo periodika v rámci svazku

5

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

8

Strana od-do

1679-1686

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85042846319