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• Quantitative study of customer and consumer behaviour towards spas and balneo cosmetics, with special regard to the Central Hungarian region

  131-148

  Nóra Amberg

  Views:

  64

  The 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.

• The neuromarketing potential of the food industry: a systematic literature review

  1-9

  Henrietta Mónika Boros

  András Fehér

  Views:

  168

  Consumers' 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.

• Questionnaire analysis of the situation of the artisans of the Debrecen Folk Crafts Festival in 2021

  67-78

  Zsuzsa Kardosné Riz

  Views:

  60

  Debrecen Folk Craft Festival faithfully preserves the cultural, social and economic traditions of Debrecen. As a tourist event, the festival provides an opportunity to learn about the centuries-old folk crafts, the artisans, their tools and their products. The traditional fair character of the event is given by the street stalls and the possibility to buy the products. The fair is part of Debrecen's history (it has had the right to hold fairs since the early 1400s), which has given a strong impetus to its economic development. The town's geographical and social characteristics made it a market centre. On the one hand, it was built at the junction of land routes and, on the other, it was owned by lords of national rank who helped to create a farming town and a local society of artisan-traders. In Debrecen, handicraft and trade fair past is still preserved in street names such as Külsővásártér, Mester street, Faraktár street, Csapó street, which is also the venue of the 11th Folk Craft Festival. The aim of the research is to investigate the extent to which Debrecen Folk Craft Festival is a Debrecen event, as well as the composition of the local artisans still operating (craft, age, gender, experience), their business strengths and weaknesses, and their presence on the internet. This representative quantitative survey was carried out with 23 representatives of 15 crafts (leatherworkers, potters, beadworkers, embroiderers, straw weavers, enamelers, furniture makers, woodcarvers, textile toy makers, honeycake makers, etc.) using a self-completion questionnaire. The survey is representative as all participants completed the questionnaire. Since folk crafts are part of the Debrecen identity, and the local culture, their survival is in the interest of the city. The survey covered the forms of their businesses, their sales opportunities, their financial background, etc. The structure of the paper: Introduction presents the festival itself, Material and Methodology, Results and Conclusions chapters describe the questionnaire survey’s results. Conclusions of the research: the cultural and social impact of the Folk Craft Festival is significant, especially through the promotion of folk art heritage, community organisation and its impact on consumer habits. There is still a wide variety of folk crafts in Debrecen, but the masters of some folk crafts are ageing. Traditionally, these one-man businesses still prefer to sell at fairs, because they are weak in marketing and advertising, and nearly a third of them have online presence on the association's website only. Their strength is their expertise, with 40, 50 or even 60 years of experience. The majority of products are qualified by the Hungarian Heritage House, which protects the masters from having their products copied and mass-produced by others.