Jakub Berčík

The Influence of Light on Consumer Behavior at the Food Market

The article deals with a comprehensive, interdisciplinary examination of the effect of lighting on the purchasing decisions of consumers and the perception of lighting on the food market. It is the integration of questionnaire survey and measuring of light intensity and color temperature (chromaticity), respectively, of emitted color spectrum in grocery shops. The object of the study is the accent lighting in served shop departments of fresh food (meat, deli, dairy products, fruit, vegetables, bread, pastry) but also in other departments of supermarkets (wine, alcohol, organic food, specials, seasonal goods). Based on the light tests conducted in retail stores, we have identified the light conditions in national and international chains operating in Slovakia. Using EEG equipment in simulated conditions, we discovered true consumer preferences for different lighting conditions (color temperature, color rendering index) for the selected type of food. The article concludes with certain managerial implications in the sphere of food retailing and recommendations for further research studies.

The impact of parameters of store illumination on food shopper response

Customer behavior in sales areas is strongly influenced by the perception of surroundings and feelings of well-being. By using dynamic retail solutions of basic, accent and dramatic lighting it is possible to attract attention, create a unique in-store environment and give customers a reason to stay and return to the store. The simplest and also the most successful method to reach customer attention in food selection (buying) process is through eye-catchingly illuminated visuals of products. Visual senses has evolved to top ranks in the sensory hierarchy, therefore visual stimuli have a tendency to overcome all other senses. The paper deals with a comprehensive interdisciplinary research of the influence of light and color on the emotional state of consumers (valence) on the food market. It integrates the measurement of light intensity, color temperature or emitted color spectrum in grocery stores, recognition of emotional response and the time of its occurrence among respondents due to different lighting types and color in simulated laboratory conditions. The research is focused on accent lighting in the segment of fresh unpackaged food. Using a mobile 16-channel electroencephalograph (EEG equipment) from EPOC company and a mini camera we observed the response time and the emotional status (valence), in order to reveal true consumer preferences in different lighting conditions (color temperature and color rendering index) and their non-traditional color (yellow, purple, red, blue and green) for the selected food type. The paper suggests possibilities for rational combination of the effective, efficient and energy-saving accent lighting, by which the retailer can achieve not only an eye-catching and attractive presentation of merchandised products, but also significant savings within operating their stores.

Visual Merchandising and its Marketing Components in the Chosen Restaurants in Slovakia

Abstract In this article, we define the term of visual merchandising and its components that are used in business practice. Great visual merchandising is an essential part of sales strategy and because for our survey we evaluate the restaurant segment and opportunities how to implement visual merchandising components in chosen restaurants. Visual merchandising engages all the senses. The more senses we engage, the more people respond to our operation, stay longer and buy more. It encompasses the way that the restaurants present their services to grab the customers attention. In our research we focus on first impression, wallś texture, lighting, location of interior decorations, layout of tables and chairs, dishes offering from the menu, aroma perception, musical background, staff dress code, POS materials, intensity of temperature and noise. The main aim of this paper was to evaluate what kind of visual merchandisings components the restaurants use in their businesses and summarize all data by our own survey done in the chosen restaurants in 2015. In the recommendations we described the practical using of visual merchandising in restaurant sector as well as neuromarketing that we would like to use in real conditions in the future.

Trends in utilization of selected technologies in grocery stores

Just like all the other trade sectors so is retail business prone to various changes and trends which affect not only merchants themselves, but their customers too. It is specially the retailing industry where huge changes are in progress with respect to the development of information and communication technologies. The basic trends of retail trade can be divided into two groups. First one includes those that are inspired by the past and logically in the other there are trends that are formed based on current technological solutions and future consumer behaviour estimates. In constantly intensifying competitive environment of the current retail business it is necessary both to perceive and be interested in the customer needs and desires on one hand, and on the other to follow modern technological capabilities, as well as any competitor activities. In addition to knowing the needs and desires of your customers is for business success necessary to also focus on how these customers are transforming in relation to the lifestyle changes, which was among other things initiated by smart mobile devices, internet access or access to information and not least the social networking phenomenon. This article is discussing a comprehensive review of trends in utilization of selected technologies and their reception by customers /perception in Slovak grocery stores. Research is integrating questionnaire survey and observation in real conditions in selected retail outlets. Based on the findings paper conclusion includes proposals applicable to the food market especially regarding the use of new technologies to improve customer comfort and thus their satisfaction during shopping process. The paper is the result of the primary and secondary research in the national research project VEGA 1/0874/14 Using Neuromarketing in Visual Merchandising and International Food Educational Project Erasmus+ Strategic partnership Food Quality and Consumer Studies Nr. 2014-1-SK01-KA203-000464.

The atmosphere and its impact on consumer behavior in food stores

Today ́s fast paced times, which brings constant changes in fashion trends, technological innovations but also transformation of lifestyle itself, forces retailers to continually adapt to these facts. Innovations and changes of this kind are more than necessary. Whether it is the need to maintain the attractiveness of the store in the competition of new operations with similar focus, or it is a necessity to implement some changes to update the technical infrastructure and reduce operation energy consumption. Functionality of retail operation has to do largely with its architectural and design solution that the customer must first reach and attract to the store, and then motivate them to purchase. Even shopping atmosphere has recently become more important. Many stores are based on the fact to have the most comfortable atmosphere that forces the customer to stay in the store as long as possible. Sellers are also trying to make from the shopping an experience. It is necessary that the customer feels in the store satisfied. Just shopping atmosphere and its control could help to higher customer satisfaction. It is therefore very important to monitor the fundamental factors that affect the atmosphere in the store. The paper deals with the examination of selected elements of the shopping atmosphere and its impact on consumers in grocery stores operating in Slovakia. Research integrates the questionnaire survey and observation in real terms of selected retail operations. Based on the findings we suggest in paper conclusion proposals concerning the adaptation of selected factors affecting the atmosphere in order to improve the overall well-being of customers and hence their satisfaction during shopping.