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.