Consumer Perception of Food‑To‑Go Products

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.

Keywords

• food‑to‑go
• eye-tracking
• consumer perception
• point of purchase