The wine market - an empicrical examination of in-store consumer behaviour


  • Bartłomiej Pierański Poznań University of Economics and Business, Faculty of Management, Department of Commerce and Marketing, Al. Niepodległości 10, 61-875 Poznań
  • Barbara Borusiak Poznań University of Economics and Business, Faculty of Management, Department of Commerce and Marketing, Al. Niepodległości 10, 61-875 Poznań
  • Elena Horská Slovak University of Agriculture, Faculty of Economics and Management, Department of Marketing and trade, Tr. A. Hlinku 2, 949 76 Nitra



in-store behaviour, eye tracking, merchandising, wine market


Business success in the current highly competitive environment determines primarily the ability to understand the customer and his needs and identify the factors that influence consumer behavior. Therefore, the examination of consumer behavior and obtaining feedback on the development and state of the market as well as identifying current trends is an essential part of any successful business. Producers and traders are increasingly forced to adapt to the rapid development and changes in the market. This is especially important with food products, given the wide range of assortment, substitutability of particular groceries and strengthening competitive pressure of manufacturers and retailers. In general, consumer decision-making related to food is influenced by a number of different factors that are changing under the influence of new trends (greater emphasis on quality, country of origin etc.). Even more specific category is the wine market, which is subject to specific criteria of consumer choice, since from a consumer perspective, it is not a product of daily consumption. The world wine market is increasing; new producers as well as new groups of customers are emerging on the market. The distribution channels are becoming more diversified and wine is offered in both specialty stores and self-service outlets; hypermarkets, supermarkets and discount stores. Due to this trend the investigation of in-store consumer behavior becomes crucial. The aim of the paper is to discuss the usefulness of eye tracking based research for examining perceptions of people shelf displays. The research integrates measurements with a mobile eye camera (Eye tracker glasses) in real conditions of a wine shop in order to reveal the impact of merchandising (display of domestic and foreign wines) on the visual attention of the consumer. The results of qualitative research carried out in March 2015 will be presented.


Download data is not yet available.


Barborová, P., Jančovičová, J., Zajác, P., Čapla, J., Vietoris, V. 2013. Perception of basic tastes and threshold sensitivity during testing of selected judges. Potravinarstvo, vol. 7, no. 1, p. 12-17.

Berčík, J. 2013. The modern forms of marketing research in selected agri-food businesses. In Business management - practice and theory in the 21st century: international scientific conference : proceedings of scientific papers. Nitra : Slovak University of Agriculture, p. 154-161. ISBN 978-80-552-1026-1.

Berčík, J. 2016. Consumers Neuroscience as a Modern Consumer Research Tool: Ethical Aspects and Size of the Research Sample. In Marketing Management, Trade, Financial and Social Aspects of Business - 4th International Scientific Conference, Košice : University of Economics in Bratislava, p.6-11. ISBN 978-80-225-4293-7.

Berčík, J. 2016. Consumer neuroscience brings new ways to get a customer to your side (Spotrebiteľská neuroveda prináša nové možnosti ako si získať zákazníka na svoju stranu). AGROmagazín, vol. 18, p. 20-22.

Berčík, J., Horská E., Gálová J., Margianti E. S. 2016. Consumer neuroscience in practice: the impact of store atmosphere on consumer behavior. Periodica Polytechnica Social and Management Sciences, vol. 24, no. 2, p. 96-101.

Berčík, J., Horská E., Paluchová J., Neomaniová K. 2015. Using of eye tracker in HORECA segment: visual proposal of chosen communication tool on restaurant guests decision. European Journal of Business Science and Technology, vol. 1, no. 2, p. 93-103.

Bojko, A. 2009. Informative or Misleading? Heatmaps Deconstructed. In Jacko J. A. Human - Computer Interaction. New Trends. Berlin, Germany : Springer - Verlag, p. 30-39.

Borusiak, B. 2009. Merchandising. Poznań : Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu. 105 p.

Buttle F., 1984. Merchandising. European Journal of Marketing, vol. 18, no. 6/7, p. 104-123.

CANADEAN, 2015. Consumer and Market Insights: Wine Market in Slovakia. 2015. [online] s.a. [cit. 2016-05-12] Available at:

Hendrickson, K., Ailawadi K. L. 2014. Six Lessons for In-Store Marketing from Six Years of Mobile Eye-Tracking Research. Shopper Marketing and the Role of In-Store Marketing Review of Marketing Research, vol. 11, p. 57-74.

Horská, E., Berčík, J., Krasnodebski, A., Matysek-Pejas R., Bakayová, H. 2016. Innovative approaches to examining consumer preferences when choosing wines. Agricultural Economics, vol. 62, no. 3, p. 124-133.

Kozelová, D., Fikselová, M., Dodoková S., Mura L., Mendelová, A., Vietoris, V. 2012. Analysis of consumer preferences focused on food additives. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, vol. 60, no. 6, p. 197-204.

Kubicová, Ľ., Kádeková, Z. 2011. Comparison of the income development and the food demand elasticities of the private households in Slovakia. Agricultural Economics, vol. 57, no. 8, p. 404-411.

Maggs, D. J., Miller, P. E., Ofri, R. 2009. Veterinary Ophthalmology Slatter (Okulistyka weterynaryjna Slattera). 1st ed. Wrocław, Poland : Elsevier Urban & Partner. 532 p. ISBN: 978-83-7609-144-0.

Marchini, A., Diotallevi, F., Paffarini, Ch., Stasi, A., Baselice, A. 2015. Visualization and purchase. Qualitative Market Research: An International Journal, vol. 18, no. 3, p. 346-361.

Mokrý, S., Birčiaková, N., Slováčková, T., Stávková J., Nagyová, Ľ. 2016. Perception of wine labels by generation z: eye-tracking experiment. Potravinarstvo, vol. 10, no. 1, p. 524-531.

Nagel, C. 2014. Sample Size in Neuromarketing. Neuromarketing Theory & Practice, no. 9, p. 6-9.

Nagyová, Ľ., Berčík, J., Horská, E. 2014.The efficiency, energy intensity and visual impact of the accent lighting in the retail grocery. Potravinarstvo, vol. 8, no. 1, p. 296-305.

Rekowski, M. 2013. World wine markets (Światowe rynki wina). Poznań : Wydawnictwo Akademia. 301 p. ISBN 83-922589-0-8.

Riviezzo, A., De Nisco, A., Garofano, A. 2014. Understanding wine purchase and consumption behavior: a market. International Journal of Sales and Marketing Management, vol. 3, no. 1, p. 11-24.

Rybanská, J., Nagyová, Ľ., Košičiarová, I. 2016.The use of HRV analysis in the marketing research. In The agri-food value chain: challenges for natural resources management and society: International scientific days 2016. Nitra : Slovak Republic : Slovak University of Agriculture, p. 1050-1057.

SMI, 2016. SensoMotoric Instruments (SMI), BeGaze Manual Version 3.6, February 2016.

Tobii Studio, 2012. Tobii Studio Manual Version 3.2 Rev A 11/2012 - User Manual.

Vietoris, V., Barborova, P., Jancovicova, J. Eliasov, L., Karvaj, M. 2016. Flavour and identification threshold detection overview of Slovak adepts for certified testing. Neuroendocrinology Letters, vol. 37, no. 3, p. 226-232. PMid:27618598

Wilson, M., Gaines, J., Hill, R. P. 2008. Neuromarketing and Consumer Free Will. Journal of Consumer Affairs, vol. 42, no. 3, p. 389-410., Dyskonty liderem sprzedaży win gronowych [online] s.a. [cit. 2016-05-13] Available at:,50704.html.




How to Cite

Pierański, B. ., Borusiak, B. ., & Horská, E. . (2017). The wine market - an empicrical examination of in-store consumer behaviour. Potravinarstvo Slovak Journal of Food Sciences, 11(1), 739–746.

Most read articles by the same author(s)

1 2 > >>