Stanislav Mokrý

Mendel University in Brno · Department of Marketing and Trade

Introduction Consumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investig...

Today, consumers are increasingly aware of the impact that the fast and stressful way of life has on their health. They focus not only on physical activity, but also on a diet filled with fruits and vegetables. As a result, they often choose a tasty alternative which is one of the main sources of vitamins and nutrients-fruit juices. However, these...

The haptic properties of a product have mostly been underestimated with most studies focusing on visual aspects of objects. Nonetheless, in the last years, it has been found that tactile stimuli are in some cases even more important than the visual ones. However, the traditional paper-based surveys cannot fully and objectively examine their effects...

Consumer behavior is an unexplored area of life for all buyers and sellers alike. Knowledge of consumer behavior brings better market orientation and more consistent establishment of individual products in consumers' shopping baskets. In examining this behavior, the authors of the paper focus on questions such as why, how, where, when, and how much...

Today the issue of healthy nutrition is very popular among consumers. The main task of nutrition is to ensure sufficient intake of substances that are necessary for the proper functioning of the human organism. These substances are divided into two types: sugars, fats and proteins, which are the source of energy and minerals, vitamins and water, wh...

Online marketing includes a variety of activities. Website presentation is one of the most striking. For many business providers it is vital to have a web-site and therefore there are currently more than 1.8 billion websites on the Internet. This situation has an impact on people who access the sites in terms of problems of decision making and conf...

This study was focused on application of perceptual carrying capacity concept in the environment of trade fairs. For this purpose the eye-tracking experiment where different images depicting different level of visitors were used. Also, the aim of the study was to identify what is at the centre of people’s attention when looking at photographs taken...

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...

The subject of this research is to reveal the customer's approach towards local food in general and to explore the impact of its labelling on consumer perceptions. The main objective is to find out if an eco-label, a local-label or a bio-label has an impact on consumer behaviour. The following methods were used during the research: eye-tracking tec...

Product quality is the result of an involved technological process. For the customer, product quality is not easy to grasp and the decision to buy the product is more influenced by the customer's perception of quality than by quality itself. It is therefore the result of many factors making an impression on the customer, their personal taste and th...

This paper discusses the current state of the most downloaded photographs used for tourism purposes in the Czech Republic. The aim of the paper is to present the results of the quantitative content analysis performed over a sample of 200 most downloaded photographs. For obtaining these photographs, the photographic database of CzechTourism was used...

The article focuses on how milk packaging is perceived by generation Y. The required data wereobtained through eye-tracking using the SMI RED 250 device. Additionally an in-depth interviewand a short questionnaire were included in the experiment to obtain complementary qualitativedata. The research took place during November 2014 in the Eye Trackin...

This paper discusses the use of Q method as a useful tool for market segmentation in tourism. Q method is classified as exploratory inductive empirical research method. For the realization of this research the web application running within the server umbrela.mendelu.cz was used. The investigation was carried out using photographic materials. This...

The aim of this article is to introduce results of research of perceptual carrying capacity of selected area. Concept of perceptual tourist carrying capacity aims to find the number of visitors of tourist destination that the visitor is willing to accept before deciding to prefer travelling to another tourist destination. In order to determine the...

This paper presents partial results of a research on consumer preferences when shopping for groceries. It is focused on regional products and consumer preferences in relation to the country of origin of food products. The main objective of this paper is to find the existence of spatial relationships between spatial deployment of regional products a...