Jakub Bercik
@uniag.sk
Institute of Marketing, Trade and Social Studies
Slovak University of Agriculture nn Nitra
Scopus Publications
Scopus Publications
Jakub Berčík, Anna Mravcová, Esther Sendra Nadal, David Bernardo López Lluch, and Andrea Farkaš
Emerald
Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market. Design/methodology/approach The aim of this study is to examine subconscious/unconscious preferences in the selection of aromas suitable for the bakery department in the Slovak and the Spanish market. In this case, it is not a classical qualitative sensory testing of the perception of fragrances. The aim is to identify the associations of scents related to the selected sales department through images of the selected aromas. A special platform is used to obtain subconscious/unconscious feedback, which allows online collection of implicit feedback using the software FaceReader 7. Findings The authors noticed the different moods of the two groups of respondents when they answered the question about what they associate with the smell of bakery products. The Spanish respondents were slightly pleasantly disposed, while the Slovak respondents were slightly unpleasantly disposed. The smell of bakery products evoked more memories and emotions in the Spanish respondents than in the Slovak respondents, which can be explained by the higher pleasant mood. The main contribution of this work lies in the new opportunities to obtain feedback that can be used in marketing research and that rely not only on explicit but also implicit data. The extension of the methodological apparatus to implicit feedback presupposes some form of control of the data collected by the questionnaire. The use of biometric tools can represent an efficient alternative in terms of time and money to the use of neuroimaging tools in the selection/research of aromas for specific stores/departments. Research limitations/implications It must be noted that the sample is small, and adequate conclusions cannot be made about entire population. Based on empirical findings and pandemic-related limitations, the authors plan to conduct similar research with real aroma samples and with even larger sample of tested respondents, considering weather, season, olfactory sensitivity (anosmia, hyposmia and normosmia) and participant fatigue (beginning and end of the week). Originality/value Today, marketers are facing the greatest challenge of how to attract consumers’ attention. Every individual has a different perception of the shopping environment based on his own experience, beliefs and attitudes. This is why new marketing techniques and approaches are becoming increasingly popular in the marketing environment.
Karol Čarnogurský, Peter Madzík, Anna Diacikova, and Jakub Bercik
Emerald
PurposeThe aim of this paper is to examine how indoor aromatization affects the expressed and unexpressed satisfaction with the work environment in the production hall of an industrial company.Design/methodology/approachThe aroma was flavored by an aromatization unit, the expressed satisfaction was measured on a scale and biometrics of facial recognition (FaceReader) was used to measure unexpressed satisfaction, enabling the recording of eight emotions and two basic emotions.FindingsResearch has shown the effect of aroma on two emotions – neutral and angry – which partially confirmed the sense of flavoring production facilities. Previous research has shown that positive feelings caused by a pleasant smell influence customers' purchasing decisions. As the use of aroma affects the mental state of the individual, it could be also applied for non-marketing purposes.Originality/valueTo date, there has been no research that systematically addresses the impact of aromatization on the perception of the work environment in a manufacturing company. The presented study is unique in its design and focus and provides basic information about the impact of aroma on individuals. The findings of this study can help to examine further aspects that indirectly affect performance.
Katarína Neomániová, Jakub Berčík, and Patrik Jurčišin
Periodica Polytechnica Budapest University of Technology and Economics
At present, aromas are increasingly used in multisensory in-store communication to create a more enjoyable purchasing environment that can influence consumer emotions, behaviour and decision-making. We often do not realise the power of an aroma's influence on our mood, but its influence at the point of sale makes sense, of course, if it is used correctly. It is possible to monitor the impact of aromas on consumers' emotions in a variety of ways, whether through classical research methods implemented at a conscious level or through more advanced methods. Obtaining more accurate data on consumers' emotions in this way makes it possible to create a purchasing atmosphere that contributes to increased sales and, ultimately, profit. This paper explores the impact of aromas on consumers' emotions by applying different research methodologies, with the place of implementation being the real-world conditions of the selected retail establishment. The evaluation of the data obtained in the aromatisation and non-aromatisation periods confirmed that the importance attributed to aroma marketing in commercial establishments is well founded. At the same time, by comparing the results, we have identified differences in the conscious and unconscious evaluation of the impact of aromas on consumers' emotions, confirming the practical importance of implementing and using various techniques in research.
Jakub Berčík, Jana Gálová, Vladimír Vietoris, and Johana Paluchová
Informa UK Limited
Jakub Berčík, Katarína Neomániová, Kristína Mušinská, and Michal Pšurný
MDPI AG
The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing—aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.
Jakub Bercik, Anna Mravcova, Jana Galova, and Simona Jadronova
IEEE
In general, whenever a computer processes visual input, such for example a photo, video, or live stream from camera on a smartphone, it uses computer vision in doing so. Simply said, computer vision is used precisely to recognize and process the inputs. This system allows the scanner of a barcode to “read” a cluster of lines and convert it into a sequence of numbers. Likewise, when the smartphone can detect if it is the phone user's face through a facial scan. Similar applications can also be found in industry, in autonomous vehicles, where it is used to monitor driving lanes or passing vehicles, or in obtaining implicit feedback in marketing research when evaluating user experience in digital environments, for example. This is the area that User Experience (UX) and User Interface (UI) designers are dealing with. Their task is to design a sufficiently intuitive and interesting solution that will be available no matter what device is used (computer/smartphone) and at the same time the customers / visitors can easily reach their goal or get the information they need in just a couple of clicks. The foundations for UX design changes can now be gathered not only through online analytical tools, but especially by using neuromarketing tools that use advanced computer vision and data mining systems. Our paper highlights new possibilities for testing the design of UX digital interfaces using a stationary eye camera (Eye Tracking) and face reading (Facial coding).
Radovan Savov, , Filip Tkac, Juraj Cheben, Jana Kozakova, Jakub Bercĭk, , , , and
Bucharest University of Economic Studies
Undoubtedly, the proportion of the obese population has increased significantly in recent decades. Using FOPL (front-of-pack labelling) with clear nutritional information could also be helpful in eliminating this problem. The main aim of this contribution is to analyse the effects of using nutritional FOPL on consumers choices. The analysis was based on the research, while 1000 respondents were asked to choose the desired product variant in three categories - cereals, yoghurts and protein bars without FOPL and with FOPL on their package. Two of the most discussed FOPL systems in the EU (Nutri-Score and Nutrinform) were analysed. Changes in consumer choice were analysed using non-parametric statistics, multiple correspondences, and correlation analysis. The results showed that both FOPLs affect the consumer in all products. The effects of FOPL resulted in choosing the best product (for cereals from 47% to 49%;for yoghurts from 28% to 31%;for bars from 28% to 42%) and improved consumers' choice. There are differences in effects between Nutri-Score (NS) and Nutrinform (NI). NS seems to be a more effective system because it has a stronger positive impact on consumers' choices. For cereals, the selection improved by 18% (NS) vs. 15% (NI), for yoghurts by 17% (NS) vs. 13% (NI), and for bars 28% (NS) vs. 20% (Nl). The results among different product categories were not consistent. Consumers' attitudes toward a healthier diet can be improved using nutritional FOPL.
Jakub Berčík, Roderik Virágh, Zdenka Kádeková, and Martina Budovcová
HACCP Consulting
Aromachology studies the influence of odours on human behaviour and examines the relationship between feelings and emotions. The submitted paper deals with implementing a new marketing communication tool into practice and the possibilities of its use. Our research deals with the use of the human senses in marketing, where we take a closer look at the sense of smell because it has an important position in the human mind and life. It can awaken our memories and create emotions and improve the mood and often unconsciously influence consumer behaviour. The paper is divided into two parts. The first one aims at the theoretical introduction devoted to basic concepts such as aromachology and aroma marketing. This knowledge was subsequently applied directly to the surveyed company in the results part. The research subject is the influence of aromas on the emotional side of consumer behaviour which is influenced by all stimuli around us. Based on the research, we identified the most suitable aroma category that the company could use in the future. We have developed proposals and recommendations that could help increase awareness of a new product in the company's portfolio through unconscious communication at the point of sale, which will bring the gradual implementation of this marketing tool into practice. Two questionnaires were used – the first one aimed to gain basic information about consumers and their consumer behaviour. The second one was realized as a blind review of selected aromas using facial biometrics. Based on both surveys, we can conclude that introducing a specific aroma in the company certainly could influence the sale of a new product, a chocolate cake.
Jakub Berčík, Katarína Neomániová, Anna Mravcová, and Jana Gálová
MDPI AG
In the current era of a strongly competitive business environment, it is more difficult for companies to attract customers. Consumer neuroscience has growing potential here, as it reveals internal consumer preferences by using innovative methods and tools, which can effectively examine consumer behavior and attract new customers. In particular, smell has a great ability to subconsciously influence customers and, thus, support profitability. This paper examines the importance of consumer neuroscience and its modern technologies used for exploring human perceptions to influence customers and benefit from the aromatization of business spaces. We focused our analysis on various service sectors. Despite the potential of the examined issue, there are a limited number of studies in the field of service providers that use neuroscience tools to examine the effect of aromas on human emotions. Most studies took place in laboratory conditions, and the used methodological procedures varied widely. Our analysis showed that, in spite of the positive impact of aromatization in the majority of aromatized spaces, service companies still do not use the potential of consumer neuroscience and aroma marketing to a sufficient degree. Innovative methods and tools, in particular, are still very underused.
Jakub Berčík, Katarína Neomániová, Jana Gálová, and Anna Mravcová
MDPI AG
Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store.
Jakub Berčík, Johana Paluchová, and Katarína Neomániová
MDPI AG
The appearance of food provides certain expectations regarding the harmonization of taste, delicacy, and overall quality, which subsequently affects not only the intake itself but also many other features of the behavior of customers of catering facilities. The main goal of this article is to find out what effect the visual design of food (waffles) prepared from the same ingredients and served in three different ways—a stone plate, street food style, and a white classic plate—has on the consumer’s preferences. In addition to the classic tablet assistance personal interview (TAPI) tools, biometric methods such as eye tracking and face reading were used in order to obtain unconscious feedback. During testing, air quality in the room by means of the Extech device and the influence of the visual design of food on the perception of its smell were checked. At the end of the paper, we point out the importance of using classical feedback collection techniques (TAPI) and their extension in measuring subconscious reactions based on monitoring the eye movements and facial expressions of the respondents, which provides a whole new perspective on the perception of visual design and serving food as well as more effective targeting and use of corporate resources.
Jakub Berčík, Anna Mravcová, Jana Gálová, and Martin Mikláš
HACCP Consulting
In today's highly competitive era, it is becoming increasingly difficult for businesses to attract and keep customers. Modern marketing strategies focused on examining customer behavior, and possibilities of the business sector in influencing them are becoming increasingly beneficial. Consumer neuroscience has great potential here, as it reveals internal consumer preferences by using innovative techniques. Human senses play an important role in affecting these preferences, and smell has the greatest potential to influence customers subconsciously, and thus support the sale of products, keep customers in the store longer, or build a brand. Aroma marketing is the continuously developing field of consumer neuroscience. The paper aims to examine the use of consumer neuroscience in aroma marketing of a service company. After theoretical analysis, we carried out practical research aimed at examining the impact of aroma marketing in a selected service company – Sport Café in Nitra – to increase the sales of a particular product, and its real impact on the economic indicators of this company through the use of consumer neuroscience tools and questionnaire survey. In aromatization, choosing the right aroma is of the utmost importance, therefore in our research, this selection was done in the Laboratory of Consumer Studies at the Faculty of Economics and Management, SUA in Nitra. The research was carried out through conscious and unconscious testing of selected aromas by a randomly chosen sample of customers. Conscious testing included using a questionnaire method and unconscious testing was done using a face-reading device that provides an objective assessment of emotions based on facial expressions. The choice of aroma was followed by testing in real conditions, by diffusing the aroma in the café. Based on the collected data, we confirmed the positive impact of aromatization on coffee sales. In conclusion, we present some recommendations for service companies, focused mainly on cafés, with emphasis on the importance of aromatization for attracting and keeping customers and improving profitability.
Jakub Berčík, Roderik Virágh, Zdenka Kádeková, and Tatiana Duchoňová
HACCP Consulting
The paper deals with the evaluation of the effectiveness of the application of aroma marketing describing a few possibilities of using aromatization in practice. Nowadays, many sophisticated tools are used in marketing and consumer behavior, such as sensory marketing and sensory perception. The following is the term of marketing communication and its division into the above-the-line and below-the-line communication, sales promotion, and in-store communication. The paper also focused on the new trends in the place of sale and aroma marketing. The subject of the practical part is the use of the aroma in the food store. An important part consists of a characteristic of the alliance, questionnaire survey, comparison of achieved sales volume and sales before placing the aroma diffuser, and while it was placed in the grocery store. The article aims to find out how the coffee aroma in the store influenced consumer decision-making and stimulated them to impulsive purchase and consequent influence on the company turnover. Concerning the results of our observation and questionnaire survey, we formulate suggestions and recommendations for the business operation and practice. The whole research was made in the grocery store “Môj obchod”.
Katarína Neomániová, Jakub Berčík, and Anka Pavelka
Mendel University Press
Traditional methods of conducting consumer behavior do not provide enough detailed information and therefore the paper aimed to demonstrate the use of consumer neuroscience when examining a selected product policy tool by using biometric methods to identify emotions and subjective consumer preferences. Consumer neuroscience tools provide valuable information to decide on the success of the company in the future, so we consider it as essential to inform entrepreneurs and subjects alike about this modern way of studying consumer behavior. The subject of the research was the original logo of the selected company and the design of three new logo variants that were created using the online graphical tool. Primary data collection was realized under laboratory conditions using the Eye Tracker and Face Reader. Overall, based on the results of our research, we rated the proposal no. 1 as the best one because it kept the views of respondents for the longest time and each respondent looked back at this color combination. The same results were confirmed as well by heat maps. The new logo found for the selected company, however, is recommended for further testing, such as AB testing involving consumer neuroscience tools, to verify the validity of the research undertaken.
Jana Němcová and Jakub Berčík
HACCP Consulting
In recent years, interest in scholarly research on buying behaviour of Generation Y has grown. However, studies are mainly realized abroad and many of them deal with this issue in general. The purpose of this paper is to identify the factors influencing the decision-making process of the Generation Y customers in the selection of wine in the Slovak Republic. A total of 21 respondents participated in the survey. Eye-tracking and a questionnaire were selected for research. For processing and evaluating the eye-tracking research, the Gazepoint Analysis UX Edition software and Microsoft Excel were used. For statistical data analysis, the Kruskal-Wallis test and Spearman's non-parametric test were performed. Based on the results of the questionnaire and the testing, a label was the most important factor. Differences were noted at the moment of examining the information on a label. The most important factor determined by the questionnaire survey was variety, or vintage year, but by using measurement, the most important factor was label design. With regard to bottle shape, the most preferred was the Bordeaux type of bottle. Testing was carried out in laboratory conditions that only simulated the real selection of wine. This could have caused the difference between conscious decision-making and unconscious visual attention. Therefore, in the future, it is recommended to carry out similar research using a mobile eye camera to realize the test with real wine bottles. It is also assumed to involve other methods to obtain information about real attention of the tested probands. The presented research provides information for winegrowers and merchants who can improve their products and communicate effectively with customers. Findings are particularly beneficial because this research is among the first carried out in this area and it was not based only on conscious participation of respondents, but also on unconscious perception, because a deeper understanding of unconscious influences, that shape consumer's decision, helps to better understand consumer's behaviour.
Elena Horská, Peter Šedík, Jakub Berčík, Andrzej Krasnodębski, Mariusz Witczak, and Agnieszka Filipiak-Florkiewicz
Polskie Towarzystwo Technologow Zywnosci Wydawnictwo Naukowe PTTZ
A current therapy trend known as „back to nature therapy” boosts the use of essential oils and pure fragrance compounds and increases the importance thereof not only in medicine, but also in the business sphere. Marketing services involving aroma applications include for example scent logo or corporate aroma, selecting air-scent for interiors that strongly depends on the type of industry, scents used during marketing campaigns, corporate events or in outlets as those scents impact customer behaviour. In the paper there was presented a review of the reference literature on the aroma usage in food retail outlets. There was discussed the effect of aromas on the behaviours and emotions of consumers and on their perception of the environment as was the effect of aromas on the likelihood of purchase, the amount of money spent, and the evaluation of products and the outlet. It was showed that the scent applied had a positive effect on the shoppers and customers, incl. their moods, behaviours and emotions. Regarding the type of aroma, the analysis covered mostly the floral and food-based scents incl. citrus and herbal scents. It was proved that following the category-congruent olfactory cues had a positive effect on the sales of the entire product range. In general it can be inferred that modifying the environment by adding appropriate aromas has a positive effect on customers, and this can be a high potential for the food sector and for other sectors of the business sphere.
Katarína Neomániová, Jakub Berčík, and Elena Horská
Mendel University Press
In addition to advanced brain imaging techniques and growing interest in the study of consumer reactions with influence of marketing stimuli a new interdisciplinary study has developed on a borderland of neuroscience, economic and psychological studies – neuromarketing. Despite a certain form of insecurity whether the brain imaging technologies provide useful information for control of marketing, more and more marketers identify with their application in conventional market research. The main aim of this contribution is to clarify the influence of a selected advertising spot on the final emotional state of consumers by researching a brain activity of respondents and activity of somatic nervous system, specifically the face expressions. Cortical brain activity was detected by 16channel wireless electroencephalograph by Epoc and changes of mimic muscles were monitored by a biometric device the Facereader by Noldus. The subject of the research is the dissonance of the selected neuroscience techniques with influence of chosen advertising emotional appeals like fear, disgust and sadness. In the end of our contribution, the way of using the neuroscience technology and psychology for detection of consumer emotional involvement of consumers is explained.
Jakub Berčík, Elena Horská, Roderik Virágh, and Andrej Šulaj
Czestochowa University of Technology
Abstract: The paper explores the place and position of consumer neuroscience in marketing management while it points out its role in understanding consumer behaviour. The current competitive environment is associated with the re-evaluation of traditional methods and processes on the one hand, and the application of new sources of information for the report manager's decision on all levels, not only in manufacturing companies, service companies as well as commercial companies. The aim of this study was to point out the relatively new ways of marketing research through interdisciplinary field called consumer neuroscience for effective marketing management realization in a car selling enterprise. From the results we were able to analyse feedback about visual attention in buying decisions and so realize effective marketing management in form of proper strategic
Jakub Berčík, Elena Horská, Regina W.Y. Wang, and Ying-Chun Chen
Elsevier BV
Jakub Berčík, , Elena Horská, Jana Gálová, Eko Sri Margianti, , , and
Periodica Polytechnica Budapest University of Technology and Economics
Consumer neuroscience is a phenomenon that has become an important tool of marketing management when defining customer driven strategies. The aim of consumer neuroscience (neuromarketing research) is a better understanding of the principles of decision-making and the strategy of customer and consumer behavior in economic processes through neuroimaging and biometric methods, psychological and neurobiological concepts and knowledge. The scientific discipline consumer neuroscience (neuromarketing) might be defined as a new direction of interdisciplinary research that engages in the research of neurobiological correlates and mechanisms applicable in business and economic decision-making, selection, strategy and planning. The paper deals with an interdisciplinary survey of the impact of music on the emotional response and merchandising of goods on customer perception when selecting food (wine). Using neuroimaging and biometric methods we have identified the impact of these incentives on customer perception, based on which we have established specific recommendations utilizable in practice in order to improve selling strategies, sales culture, and ultimately maximize profits.
Jakub Berčík, Johana Palúchová, Vladimir Vietoris, and Elena Horská
HACCP Consulting
There are several ways to get higher sale involving human senses too. One of the options is a security of stimulating atmosphere of sale/ business environment. In addition to equipment, design and staff, the lighting, sound (noise), and last ones but not least smell, respectively air quality significantly take part on that. Aroma is the element that inherently belongs to the visual merchandising tools. It can influence not only emotions, memory, but total customers´ satisfaction and preferences as well as spending time in that place. In this context, it is important to find right compromise when choosing the aromatic compounds for various products, in the process of their application (intensity, process of aromatization) and security of sufficient air quality, because everybody perceives the odours with different sensitivity. Properly chosen smell and factors of air quality bring for business operators (services trades) many advantages; from staff, who more relax and friendly behave to the guests until making of various associations and stimulations of customers, who spend time inside of service. Fragrance or air quality looks like based on of present researches as the most important factor directly on point-of-sale, while aroma acquires the importance in case of memory too. On the one side, the thinks, which are seen or heard by customers, could be memorized by them few days or weeks, so on the second side, the thinks which are smelled, could be memorized by guests many decades. Except this, the Scientifics studies show, that over 75 % of all emotions are generated based on scent´ perception. The main aim of this paper is a research, how aroma influences customer purchasing decision (preferences) in chosen service provider through the tracking of daily sales of baked baguettes (Paninis) with using of aroma equipment; Aroma Dispenser.
E. Horska, J. Bercik, A. Krasnodebski, R. Matysik-Pejas, and H. Bakayova
Czech Academy of Agricultural Sciences
Consumer neuro-science is a new fi eld in marketing, which aims to predict the consumer behaviour and to obtain information about feelings and preferences based on the physiological changes. We can objectively reveal our inexplicable behaviour to which we are not able to answer using a questionnaire in the traditional market research. An accurate measurement enables marketers to compare the response during research, such as the impact moments associated with a particular product or brand, how they react to diff erent marketing stimuli. Th e paper aims to assess the current possibilities of the interdisciplinary examination of wines as well as to identify new opportunities for the current utilization of the knowledge of modern research methods. Th e research was conducted by measuring the electrical activity of the brain through the electroencephalography (EEG) and the software platform for analysing facial expressions. Th e research objective was the recognition of consumer emotions during the tasting of eight kinds of blank samples of wine. Using the interdisciplinary research, we identifi ed facial expressions (happiness, sadness, disgust, neutral emotions, anger and surprise) that were captured immediately after tasting each type of test wines and the electrical activity in the brain based on which we have identifi ed the valence of consumers. Th e achieved results confi rm that neuro-marketing can be a useful tool that will help manufacturers and sellers to off er products that truly and not only in appearance satisfy customers. Ideally, this should lead to more a satisfi ed and better functioning market supply and demand and market positioning.
Ľudmila Nagyová, Jakub Berčík, and Elena Horská
HACCP Consulting
Over the last few years, topics of displaying, presentation, lighting, energy saving and issues related to the environment while selling the fresh food (fruits, vegetable, bakery products, meat) are becoming an important matter among traders. However, just bigger companies with transnational capital have devoted their attention to this issue yet. Generally, the energy costs make up 70% of operating costs in retail stores where the cooling system and lighting are the most energy consuming. Accent lighting in modern retails is largely involved in the overall design and atmosphere in shops and plays a crucial role in presenting the goods as well. Using of accent lighting can draw the customer's attention to a specific part of the sales area and achieve the overall harmonization in the store. With the rational using of combination of energy saving and effective accent lighting retailers can achieve not only attractive presentation of displayed products but also appreciable savings in the operation of their stores. It is the only factor that can be exactly measured and controlled. Using a Colour and Lux Meters we found out the intensity and color temperature of accent lighting used in domestic and foreign retail chains for the different kinds of fresh food products. Based on the obtained values we have compiled graphs, which are showing visual comfort. We also identified different types of accent lighting, which we assigned to their impact on emotional involvement of consumers. The starting points were the tests we conducted in simulated laboratory conditions. While searching of a compromise between effective and energy efficient accent lighting we take into consideration consumers' emotional response as well as the annual electricity consumption of different types of light sources. At the end we recommend options for energy-efficient, effective and spectacular lighting while using the optimal number of light sources and their logical organization, automatic control as well as using energy-saving LED lights or practical skylights. Improvements in energy efficiency of technical equipments could reduce the operating costs for retailers as well as enhance the attractiveness of displayed goods and customer satisfaction and thereby increase their sales.
Elena Horská and Jakub Berčík
Informa UK Limited
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.