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Quantitative study of customer and consumer behaviour towards spas and balneo cosmetics, with special regard to the Central Hungarian region
131-148Views:64The starting point for the presentation of the topic indicated in the title of the study is the use of spas in Central Hungary (mainly belonging to Budapest Spas cPlc.), and the purchase and consumption of balneo cosmetics (especially the Budapest Spas product family, which is Budapest Spas cPlc.'s balneo cosmetics family) a description of a research model describing the relationship between factors - based on literature, secondary sources and qualitative research. This last phase of the research concludes with the interpretation of the result of single-phase online quantitative data collection (n = 218) based on the research model concept. The methods used in the study are one-, two- (cross-tabular) and multivariate (principal component analysis and cluster analysis) methods. Univariate methods show the prominent role of each key variable. Bivariate or multivariate methods explore the relationships between the variables examined and the lists of claims in the field of spas and balneo cosmetics. The objectives (and results) related to the data collection were as follows: The advantage of spas in Budapest is that they are relatively close to each other, so their frequency of visits is one or more times a year. The spas of Pest County are the least visited, which may be due to the unknown nature of the spas here. The frequency of visits to the examined Budapest spas can be explained by their awareness, frequency and breadth of services. The most common reason for visiting regional spas is the refreshment, which is behind the variable, the reason why consumers, in their conscious free time, look for the opportunities provided by medicinal waters, by which they can recharge and relax. The need for recreation, on the other hand, does not show a difference between each age group, as all age groups need rest and recharge. Among the spa services, a distinction can be made between basic, extended and extra packages, of which the basic and extended packages are used more by women and the extra packages are mainly used by men. Consumer groups can also be formed based on the reasons for using the spas. There are consumers who are open and there are those who are not open about their attitudes towards spa services. Spas are generally used by consumers for regeneration, disease prevention and recreational reasons. Balneo cosmetics are especially bought by women, both for medical, preventive and recreational purposes, and because they consider these cosmetic products to be anti-allergenic, ie they do not fear the risk of developing allergies. In terms of openness to balneo cosmetics, there is an open and an open group for balneo cosmetics, and an open group that cannot be called open for all factors examined. The practical applicability of the research is to make medicinal waters as widely known as possible in relation to both spas and balneo cosmetics.
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Survey of the qualification of fitness trainers for group classes in fitness clubs in Debrecen
15-22Views:70Fitness workouts are easily accessible for everyone, and there are numerous types of fitness centers which can play an important role in everyday physical activity. There are many factors that can influence the choice of fitness consumers for the gym, also fitness professionals play a key role in this regard. It is essential for fitness clubs in order to remain competitive on the market, to employ fitness instructors with the optimal personality and expertise, but in many cases, there is a lack of verification of qualifications. In our study, we conducted interviews with 20 fitness instructors who work in a fitness center that offers group lessons to consumers. The interview included questions about trainers highest qualifications, qualifications related to trainer work and the extent to which this is monitored by their employers. Most of the interviewed trainers have OKJ qualifications, but the results reflect that fitness providers have not checked their qualifications at all before applying them. Controlling the qualifications be in the interest of fitness clubs, not only avoiding accidents, but also increasing attendance at group classes by employing reliable, excellent personal trainers.
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The neuromarketing potential of the food industry: a systematic literature review
1-9Views:168Consumers' decisions are often not rational and understanding this is a challenge for researchers and marketers. Traditional quantitative questionnaires are not sufficient to uncover deeper motivations and attitudes, so it is worth turning to neuromarketing research. With the tools of neuroscience, we have the opportunity to gain a deeper understanding of how consumers think. Our aim was to provide a systematic literature review summarising the results of neuromarketing research in the food industry in Hungary and highlighting the potential applications. Our research used a systematic literature review that analysed the results of the literature relevant to the research in a structured and transparent way. The methodology was based on the PRISMA model, which allowed us to evaluate the results in a structured way after defining the main criteria. The review revealed that the most popular neuromarketing tool in the last five years has been the eye tracking, often combined with EEG, face scanning, pre- and post-questionnaires. In addition, it has been found that the food industry is increasingly using neuromarketing to determine the content of advertisements and to select packaging.
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The sharing economy in EU-28 and its popularity in Hungary and Romania
88-103Views:58The emergence of sharing economy into the tertiary sector has changed the balance of power and redefining the way of achieving it. The purpose of the study aims at introducing the sharing economy, one of the most popular economic mechanisms at present, with special regard to its nomenclature and definitions. The spreading of trading platforms in services sector has created a wide variety of virtual marketplaces, where consumers and suppliers contact each other directly according to their interests. It focuses on the economic markets of the Hungarian and Romanian sharing economy to obtain a clear picture of its growing range and forms. The paper includes both primary and secondary research, literary sources and the open-access database of the European Commission, which is analysed by the SPSS 24 software. Sharing economies have been studied from both consumer and service provider perspectives, surveyed the proportion of users and suppliers, the advantages and disadvantages, the reasons for not using services offered as such, and the motives behind the participation of suppliers on sharing economy platforms was carried out in Hungary and Romania and the EU-28 members. As far as we know, the analysis of this field has not been carried out.
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Honey consumption and purchasing habits in Hajdú-Bihar county
88-101Views:184The main objective of our research is to present the market situation and conditions of the Hungarian beekeeping sector from the perspective of consumers. We considered it appropriate to present the beekeeping market because the European Union is the second largest producer of honey in the world, and Hungary ranks third in the EU in terms of the honey production volume. The changes in global and EU trade, market trends and changes in consumer habits are significant influencing factors in terms of domestic conditions. The market situation is presented through a review of the relevant domestic and foreign literature, and we analysed statistical databases to examine the topic (data provision of beekeeping programs of the European Union member states, CSO, OMME, Statista database and reports). The consumption of honey by the Hungarian population has been slowly increasing year by year, but we are still below the European Union average. Honey is our basic food of animal origin; it has many beneficial properties, so the study of consumption and purchasing habits is an important issue. To analyse the consumer and purchasing habits, we chose the questionnaire survey method. In our research, we sought the answer to how and in which direction honey consumption and purchasing habits have changed in Hungary today, and whether there are any regional difference based on the answers of the respondents. The online questionnaire was structured according to the 4Ps of the marketing mix; accordingly, we had questions about the product itself (honey), its price, place of purchase, promotion opportunities and the way and frequency of honey consumption. The results obtained from the survey were evaluated, subjected to descriptive statistical analysis, and then analysed for correlations based on background variables including gender, age, education, type of settlement, and county. Responses were evaluated using the SPSS 22.0 data analysis and statistics program. The results of the sample are not representative, but they well represent and summarize the situation.
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Online shopping behaviour in the Northern and Southern Great Plain Regions
13-24Views:183The aim of our study is to reveal the attitude of consumers related to online shopping, the advantages and disadvantages of online purchasing, the regional characteristics of purchasing food online. The literature review was carried out by a comparative analysis of the publications of the factors influencing the purchase decision, the advantages and disadvantages of using online channels as a priority. The secondary research, in addition to the changes in global and then Hungarian online retail, the FMCG sector and customer behavior. Primary research the survey was conducted using a standardized, structured, online questionnaire with the participation of students from the University of Debrecen and the Sándor Wekerle College of Business. The socio-demographic characteristics of the respondents (623) were measured according to the defining characteristics of online shopping. The rate of online shopping by residents living in the Great Plains region is 6 percentage points lower than the national average, poor result in the online purchase of food. The advantages of online shopping, the importance of convenience and saving time is rated equally, while other factors, e.g. the assessment of home delivery was different. Diadvantages are the terms of payment and data security. The future intention to buy online is uncertain and they imagine it within limits, and the potential purchase can only be linked to durable foods. Region-specific and product-specific (food) analysis of online shopping. Attitudes towards online shopping, based on regional characteristics, justify the fact that it would be more appropriate for store chains to use a differentiated marketing strategy, which may primarily affect marketing communication and sales organization.
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Goat keeping, goat milk production, importance and consumption of goat milk products with regional outlook
97-109Views:97Goat milk production is a dynamic and continuously expanding branch, which determines the life of millions of people. Goat milk and the cheese made from it, was venerated in ancient Egypt, with some Pharaohs supposedly placing these foods among the other treasures in their burial tombs. Goat milk and manufactured goat milk products play significant role in human nutrition. Starving and malnourished people in the developing world consume more goat milk than cow milk. Goat milk plays an important role in the treatment of certain health problems. The gastronomic needs of connoisseur and health conscious consumers, which is a growing market share in many developed countries, can be met by goat milk and manufactured goat milk products. The aim of our study is to review the most relevant international and Hungarian studies, overview the regional situation of (dairy) goat breeding, goat milk production and consumption as well as the nutritional benefits of goat milk and manufactured goat milk products to human health.
