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Consumer Perception of Food-To-Go Products

Author

Listed:
  • Denis Drexler

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

  • Stanislav Mokrý

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

  • Ondřej Dufek

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

Abstract

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.

Suggested Citation

  • Denis Drexler & Stanislav Mokrý & Ondřej Dufek, 2017. "Consumer Perception of Food-To-Go Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 1895-1900.
    • Handle: RePEc:mup:actaun:actaun_2017065061895
    DOI: 10.11118/actaun201765061895
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    References listed on IDEAS

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    1. Martin Souček & Denis Drexler & Steven Van Wichelen & Stanislav Mokrý & Ondřej Dufek, 2015. "The Influence of Package Attributes on Consumer Perception among Generation Y," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 1(1), pages 54-64.
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