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

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  • Denis Drexler

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

  • Martin Souček

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

Abstract

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.

Suggested Citation

  • Denis Drexler & Martin Souček, 2017. "The Level of Shelves and Space Solution as One of the Key Factors for Consumer Attention," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(5), pages 1679-1686.
    • Handle: RePEc:mup:actaun:actaun_2017065051679
    DOI: 10.11118/actaun201765051679
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    References listed on IDEAS

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    1. Pierre Desmet & Valérie Renaudin, 1998. "Estimation of Product Category Sales Responsiveness to Allocated Shelf Space," Post-Print halshs-00143451, HAL.
    2. Murray, Chase C. & Talukdar, Debabrata & Gosavi, Abhijit, 2010. "Joint Optimization of Product Price, Display Orientation and Shelf-Space Allocation in Retail Category Management," Journal of Retailing, Elsevier, vol. 86(2), pages 125-136.
    3. 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.
    4. Hübner, Alexander H. & Kuhn, Heinrich, 2012. "Retail category management: State-of-the-art review of quantitative research and software applications in assortment and shelf space management," Omega, Elsevier, vol. 40(2), pages 199-209, April.
    5. Andrew Lim & Brian Rodrigues & Xingwen Zhang, 2004. "Metaheuristics with Local Search Techniques for Retail Shelf-Space Optimization," Management Science, INFORMS, vol. 50(1), pages 117-131, January.
    6. repec:dau:papers:123456789/1757 is not listed on IDEAS
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    Cited by:

    1. Shin, Jinwook & Kim, Kookdong, 2022. "Limited attention in beverage choice: Evidence from a field experiment1," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 96(C).

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