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

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.