The influence of sweet positioning on shelves on consumer perception

Abstract The article focuses on how the position of sweets on shelves is perceived by generation Y consumers. The required data were obtained through eye-tracking using the SMI RED 250 device. Additionally, in-depth interviews and short questionnaires were included in the experiment to obtain complementary qualitative data. The research took place during spring 2014 in the Eye Tracking Laboratory at Mendel University. In total 55 respondents representing generation Y participated in the experiment. Various sweets were placed on 7 shelves. Every shelf was different. The prices, the size of packages and the tools of sales promotion were different too. The main goal of this research was to recognize how the various shelf elements and the positioning of the sweets were perceived. The research shows that the most important factors are the price and discounts on the products. Customer habit and experience are also important. Mens attention is focused on the middle of the shelves. The behavior of women is different and they focus on every element of the shelves, product by product. The creativity of the sweets as a product has a strong influence on the consumer’s attention. Different behavior and priorities among various segments were discovered. The results provide valuable insights to create customized, eye-catching shelves for customers.