Examining customer groups through the example of Balaton Resort Area marketplaces

Abstract

Nowadays, people have an increasing demand for physical and mental recreation because of their stressful lifestyle. Among other opportunities, farmers’ markets play such roles as new types of marketplaces. The Balaton Resort Area – one of the most important Hungarian touristic regions – offers many recreational possibilities and the continuously increasing population maintains a high demand for social relationships, nature and local values. The marketplaces also present such form of entertainment.

This research is based on a face-to-face survey made in 2016, focusing on consumers’ and operators’ approaches. To study seasonal differences, we conducted the survey three times: in May, July and September. Based on the answers of marketplaces operators we selected seven markets on seven different settlements as measure points representing the possible social and economic regional differences. The operators’ answers helped us to avoid unilateral approaches. The consumers’ survey asked for the most important demographic, social and economic attributes of the respondents as age, gender, residence, transportation form, consumers’ motivations, purchased product types, satisfaction with several services or development need.

We evaluated responders’ answers with factor analysis and cluster analysis. The former generated five consumer attitude categories (experience-oriented, selection-oriented, qualityoriented, price-oriented and product-oriented). The four clusters generated by cluster analysis are based on these five attitude types. The adventure seekers valued the market atmosphere and the uniqueness of products as the most important factors to visit the marketplaces. The price optimizers thought only about monetary value. The supply-addicts considered product quality, selection and exclusiveness. Finally, classic market visitors represented the more common market-visiting reasons (e.g. quality and price of products or supporting local producers).

The results present consumers’ motivations and can act as the basis of future marketplace developments. Rethinking the selling points of fresh or individual products, the supply chains can become shorter, making the social and economic relationships even more effective. The conclusions can be useful for those who are interested in marketplace and tourism development – not only professionals but also inquiring readers.