Acta Univ. Agric. Silvic. Mendelianae Brun. 2017, 65, 1895-1900

https://doi.org/10.11118/actaun201765061895
Published online 2017-12-07

Consumer Perception of Food‑To‑Go Products

Denis Drexler, Stanislav Mokrý, Ondřej Dufek

Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

This paper is focused on the perception of Czech consumers of food‑to‑go products. The popularity and consumption of these products are growing around the Europe except the Czech Republic. The data in this article were collected through focus groups (n = 32), eye‑tracking and in‑depth interviews (n = 54). Focus groups and in‑depth interviews identified that food‑to‑go category is purchased only occasional and in case of necessity. The main reason is culture and preferences of Czech consumers. The eye‑tracking data showed differences in consumer’s attention by observing different layouts from point of purchase. The research was realized during November 2016 in the Eye‑tracking Laboratory at the Mendel University in Brno.

Funding

This paper was supported by Internal Grant Agency [PEF_DP_2016021].

References

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