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Impact of Digitalization on Domestic Trade Strategies
318-333Views:1344The aim of our study is to reveal the fit of digital space into current and future trade and to assess the effects of digitization on Hungarian trade strategies. The information gathering and purchasing habits of consumers have changed dramatically in recent years. Consumers today make buying decisions based primarily on convenience, effectiveness (fast and convenient access to products at adequate price/value ratio), and experience. Adjusting to these trends, traders developed novel trading strategies, and the use of achievements of digitization is an integral part of these strategies. One aspect of digitization is the increasing global development of e-commerce. The Hungarian online commerce have also been expanding significantly from year after year: based on 2018 data, domestic and foreign online sales volume have passed 1000 billion HUF. The Hungarian online consumers buy on the Internet more and more often and at greater and greater value. The online shopping on virtual reality platforms may make this purchase mode more experiential. Webshops have to meet new consumer needs, and deliver the ordered products as soon as possible, preferably within 24 hours. An increasing number of parcel delivery options has begun becoming more and more popular (e.g., automatic parcel terminals, pick pack points). However, traditional channels should not be buried, either. Their obvious advantage is that consumers can take their choice based on multiple senses and it also gives them more room for impulse buying. Combined with the digital technology compliant with contemporary requirements, this can offer a complete shopping experience. Nowadays, recognizing this need online and traditional channels have been mixed in several cases (e.g., multichannel, omnichannel, cross-channel sales) and offer several options for consumers during the purchase process. The sales area optimization of traditional shops and the buyer paths aided by digital technology (e.g., digital shelf labels) are designed for the buyers’ convenience. The newest innovations imply automation of the buying process making the whole process more convenient and more personalized with the use of sensors (e.g., Amazon Go) or robots (e.g., Pepper). In our future purchases, digital personal assistants will appear as digital versions of sales personnel.
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Survey of the Service Offer of Fitness Clubs for Group Classes in Debrecen
35-48Views:259The economic and social importance of the fitness sector is steadily increasing. The range of services provided by fitness centers is expanding and the popularity of fitness clubs is constantly growing. Fitness 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 questionnaire included questions about consumer preferences, fitness facilities, trainers qualifications, and activities. Our study was made among eleven fitness clubs in Debrecen. The number of fitness clubs is constantly changing, with each year closing, opening or rebuilding fitness centers, which vary widely in size and number of services offered. The majority of respondent trainers are women as are the participants women in group lessons. 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. Fitness professionals play an extremely important role in leisure sports, contributing in maintainance and development of the fitness consumers’s health. Their work has a particular responsibility, as they can influence the physical and mental health of others in both positive and negative ways. Not only to avoid the risk of injuries, but also to prevent long-term health damage, fitness professionals play an important role. Controlling the qualifications also 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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Return of Ethics into Business Activities – From Utilitarianism to Conscious Consumers (review)
94-107Views:175According to the common understanding of economic science people following their own preferences looking for ractional decisions which might bring the biggest advantage available. General economic models take this pre-condition as an axiom, however while analysing real processes and motivation, human side, ethics and values cannot be ignored. Business ethics has always been part of economics though having a diminishing role occasionally. Current developing movements of conscious consumers reveal the importance of the topic, highlighting personal creed and moral principles. Analytical frameworks incorporating ethical considerations are albeit more complicated hence offer more realistic interpretation of economic activities and therefore practical benefits at the end. Our study is a general review on this phenomenon.
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The Impact of Sales Promotion, User Interface and User Experience Design on Shopee App Users' Repurchase Intentions
90-104Views:755By 2022, Gen Z and millennial consumers dominated Shopee usage in Indonesia. Similar e-commerce platforms are forced to constantly innovate to remain competitive in the market due to increasing competition. Therefore, the primary focus of e-commerce platform development should be on the user interface, user experience design, and promotions that are appealing and easy to access so that potential customers are inclined to repurchase. This research aims to determine the influence of UI design, UX design, and promotions on the repurchase intention of users of the Shopee application. The sampling method used was systematic sampling. Ninety-six respondents are included in the sample. This study uses descriptive analysis, classical assumption tests, multiple linear regression, and hypothesis testing for data analysis. SPSS Statistics 28.0 was used for data processing. The study found that user interface design, user experience design, and sales promotions statistically impact the repurchase intention of users of the Shopee application. The results demonstrate the effectiveness of repurchase intent in e-commerce.
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Floorball position and passive sports consumption in the light of a study
142-157Views:201Research and studies done on floorbal is usually associated with medical studies, however the research and analisys of other fields peakd little interest.Thus, the aim of the study was to present the situation of floorball in Hungary and to examine the opinion of passive sports consumers about the sport. Within this we deal with the competition system of our country and the organizational structure of the federation. In our primary research, from a viewer perspective, we were interviewed as passive consumers in a questionnaire survey about their relationship to floorball. In the questionnaire we discussed whether they had ever met this sport and whether they had seen it or what attracted them to the match. We also tested their willingness to pay. The results were compared with the opinion of one of the domestic leaders of the sport, which in many cases agreed with the results. The questionnaire was completed by 153 people, more than 95% of whom had heard of the sport and most had the opportunity to become familiar with floorball at primary school. 65% of those surveyed have already seen a live floorball match that they have mostly played with friends / acquaintances. This young sport can become more and more popular among young people, not only as a complementary sport.
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Consumer Perception of Electric Cars in Hungary – Theoretical Considerations and Empirical Results
1-23Views:282Electric cars are becoming increasingly popular in the automotive industry and among consumers; partly as a result of their environmentally friendly characteristics. The aim of the study is to compare the main characteristics of electric and conventional cars in the context of environmental protection. In the first half of the study, we present the life cycle of electric and conventional cars and we compare the overall environmental impact traditional an electric vehicles. We point out that although the operation of an electric car does not pollute the environment locally, the manufacture, charging and disposal of batteries required for operation raises several issues related to environmental pollution. In the second part, we examine the respondents' attitudes towards electric cars based on our own questionnaire research. On the basis of the answers, it can be said that consumers still consider electric cars expensive and are aware that electric cars address some pollution issues to a small extent.
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Operating a Webshop in Rural Areas
242-251Views:185The importance of e-commerce in Hungary is unquestionable. 66% of the population is regular internet users (I3), every fourth person uses it on a daily basis. Online sales have increased from 137 billion HUF in 2010 to 427 billion HUF in 2016, while offline sales were not able to reach this growth (I1). Undoubtedly, online sale has become a very valuable market. The age group really valuable as consumers spends about 6 hours a day online, out of which 3 hours are active usage (I2). The Internet is also the most important source of information and keeping in contact, as 41% of the population uses it method. The availability of the Internet in Hungary is literally independent of the geographic location, thanks to the Digital Renewal Action Plan in Hungary's current strategy, as one of its main chapters is "Enhanced and Secure Infrastructure for All." (Botos 2013) plan. There are many unfavorable processes in Hungary's rural areas. Of these, emigration and the abandonment of the local economy are outstanding. To stop these processes, the "National Rural Strategy" (2012-2020) was created. Its most important areas are employment growth, balanced and diverse land and forest management, production structure, restoration of local food production and food markets, local energy production, strengthening the local communities, improvement of population patterns and conservation of natural systems and the biodiversity. The integration of rural economies into the on-line marketplace and their linkage to different DBEs not only vertically but horizontally can be one of the keys to their survival and development. The situation of businesses on the on-line marketplace in the countryside is very special. On the one hand, they are more favourable in many aspects of their operation, but in some cases they have disadvantages that fundamentally threaten their survival. The purpose of this article is to get to know this environment, map its benefits and drawbacks. For this, we use the results of in-depth interviews conducted with businesses operating on an on-line market in rural settlements.
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Construction of Tourism Supply Chains Based on Consumer and Service Provider Responses
Views:162The tour operator wants to satisfy all the needs of those who want to travel at the highest possible level. Experiences related to planning and organizing trips are almost as important as the vacation or excursion itself. My study compares the characteristics of domestic and foreign trips based on the consumers responses. The comparison was done by the following points: time for preparations, the reservation process, getting to the selected destination, the hotel selection, or the duration of the journey. At the same time, the chain is completed with tourism service providers, whose cooperation is key to meet the needs of travellers, all in the common interest of the guest being satisfied when they return home.
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Applying New Innovative Market Research Methods in the Innovation Process of New Products
56-69Views:197The innovation environment has changed a lot in the recent years, companies and their enterprises concentrating on product- and process innovation have undergone a lot of changes. According to GUPTA et al. (1986) product innovation is a multidisciplinary process. Although, all functional interfaces are important in the product development process, the research and development – marketing interface is one of the most difficult one. In the last two decades the incredibly fast penetration of the internet has more and more effects on the consumer attitudes. It encourages market researchers to apply such methods by which they could get as close as to the consumers to know their attitudes without taking them out of their natural habitat. In this study our aim is to concentrate on the first phase of the product innovation, which is the exploration of insights and attitudes. In this phase we can use the classical, conventional market research techniques if we want to get primary data, such as focus group interviews, questionnaires, in-depth interviews, but there are new methods as well. One of such novel methods is netnography. The biggest advantage of this research method is that the researcher can observe the consumer groups’ state of mind and decision-making mechanisms through publicly available communication sources in their natural environment. In this study it will be analysed how the directions of netnographic researches have changed by the dynamic changes of the internet. Besides, online participants’ attitudes towards healthconscious nutrition are analysed in practice. As a result of this study, special groups could be identified, which can provide a new perspective for the companies operating in this field beside the classical segmentation techniques. These groups can be the ones which draw up latent market requirements, and thus, helping the companies’ innovation processes.
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Examination of Consumer Perception of Web Stores by Netnography in the Period of COVID-19
Views:235Online shopping has become more and more part of our everyday lives, as proved by the fact that in the midst of the economic crisis caused by the coronavirus epidemic, online retailing has grown by more than 30% in Hungary. International research has shown that nearly 90% of consumers take into account the online reviews as much as the recommendations of family or friends before their purchases, digital channels, including Facebook have the greatest impact on their decisions. In our research, in connection with a specific campaign, Black Friday, we examined how actively the highest-traffic stores – having online shops as well - use Facebook to reach and influence the customers. We chose netnography as the method of our research, and we analysed the posts published on the Facebook pages of the five chosen online shops, furthermore, the customer reactions and comments given in connection with the posts. Our results show that three of the five chosen online shops applied Facebook campaigns within the action. By analyzing the comments, they were classifiedinto 5 categories based on satisfaction and trust: satisfied, dissatisfied, interested, trolls, and mute groups.
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A márkázás hatásainak vizsgálata a fogyasztói magatartásra két FMCG vállalat példáján keresztül
1-16Views:448Over the last few years, companies have realised the significance of the image they represent and besides building the brands of their products, they started to concentrate on forming the brand of the company.We wanted to examine the world of corporate brands at two FMCG (fast moving consumer goods) companies. The aim of there search was to discover the connection between consumers and brands, product brands and corporate brands; how corporate brand influences customers during purchased ecision making. The effect of consumers’ knowledge was also observed about the companies on consumers’ habits. We have assumed that from the viewpoint of some customers, choosing among several products is often based on the perception of the brands and products alone and it has little to do with the corporate brand. Although, if one of the companies has a strong corporate brand, an idea built around it, and its message is communicated effectively, when it comes down topic king sides, the brand of the company could be essential to decision making.
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The Potential of Online Workouts for Fitness Trainers
49-60Views:345The importance of physical activity for both physical and mental health is unquestionable. For leisure athletes, fitness clubs can be considered as popular facilities for everyday workouts. Classes run by qualified trainers, whether individual or group workouts, are very popular. In line with the worldwide trend, there is a growing expectation for fitness workouts to be reachable as simple as possible, in as many forms as possible, regardless of the location. The aim of our study is therefore to map the prevalence of online training among trainers working in the fitness sector. There is a significant demand for such workouts, even if it cannot completely replace hours of personal presence. In addition, as well as for target groups who want to find a form of exercise that can be performed anywhere, anytime, the online space provides an ideal opportunity to practice regular physical activity, as well as a good opportunity for coaches to expand their clientele and services.
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Studies on Consumer Motivation Among Users Of Fitness Services
442-453Views:250The rate of inactivity experienced world-wide is the cause of numerous health problems. The sedentary lifestyle of the population represents a great burden to a nation’s economy. The health indicators of Hungary are below the European average, not only those concerning physical activity, but also with respect to smoking, nutrition, and alcohol consumption [1]. In 2013, only 38% of the Hungarian population exercised regularly, while 62% rarely or never [2]. The diseases associated with inactivity represent a higher burden to the economy than the costs of raising the level of activity would be [3]. Based on previous studies, the motivating factors for leisure athletes in Hungary are the preservation of health, to increase physical strength, relaxation, recreation, the love of exercising, and stress management [4; 5]. The sports facilities available to a wide range of people, the fitness clubs offer the possibility to join regular sports activities, which is why it is necessary to examine the motivation behind the participation of athletes taking part in the trainings provided by fitness facilities. Many previous studies examined the goals of athletes and the motivational factors behind exercising, and came to the conclusion that trainings held in fitness rooms and at home are related to intrinsic motivational factors, while taking part in other sports activities are related to intrinsic motivational factors [6; 7]. The focus of my study are leisure athletes using the services provided by fitness clubs (753 people), of whom I evaluated the motivational factors behind taking part in trainings. The results show that the motivational factors driving consumers of fitness services show a ranking that is identical to those of other leisure athletes, with most of them taking part in fitness trainings in order to preserve their health, to improve physical strength, and for recreational purposes, while the improvement of physical appearance also plays an important role.
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A Domestic Investigation of Online Banking
22-32Views:180Nowadays, the spread of digitalization is constantly increasing. The current rising generation is already a “digital native”. As part of digitalisation, mention should be made of the Internet, which has been given a prominent role in our daily lives. We search for information on the Internet, we communicate, we buy. Due to these factors and the pandemic in 2020, internet administration has become a priority. Banks need to constantly adapt to meet their needs, promoting convenient, home banking. In the course of our research, we focused on this continuous adaptation and the resulting improvements. The research focused on the Internet and mobile banks of large Hungarian banks. Sampling took place over 2 periods. Among the primary research tools, we chose document analysis, and netnography. In the research, we compared the functions available on the platforms, the consumer perception of mobile banks and other variables. Based on the results obtained during the research, it can be stated that domestic banks are constantly developing their application along different trends and trying to adapt to changing needs. Serious changes had to be made in the mobile banks of most large banks, even with the permanent elimination of their former mobile banks. Changes can have a strong impact on consumers, who are often more likely to have a negative view of them. Digitalisation is also particularly important in this sector. The study contains the details of the course work prepared for the Scientific Students’ Associations Conference.
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Examination of preferences for pork meat and pork meat products among university students
131-141Views:161The purpose of this study was to examine the preferences for pork meat and pork meat products. The used sample (N=324) for the analysis came from the students of the University of Debrecen Faculty of Economics and Business. The survey was conducted by the form of online questionnaire. The results from data analyzes were based on descriptive statistics, cross-table and correlation analysis, Mann-Whitney and Kruskal-Wallis tests. Based on the results we can concluded that majority of consumers in the sample would be willing to pay more for hungarian and healthier products with less than 50%. Furthermore we can say that have a significant difference between men and women according all factors which used in analysis; have a significant difference between people with secondary and higher education according to perception of manufacturer/brand; have a significant difference between income level groups according to price and healthy eating.
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Motivational Factors of Choosing BMX and Other Extreme Sports
426-441.Views:428Extreme sports play an increasingly important role in the supply of recreational activities, as an increased consumer demand has shown a dynamic growth over the past decades. In our research, we investigated motivational factors related to leisure time and in particular BMX sport on a sample of 237 people who do extreme sports. Our results have revealed that BMX is mostly chosen by young men as a leisure time activity. The consumers of extreme sports are characterized by internal motivation, pursuit of their own boundaries, testing of novel and exciting activities and the need for doing joint activities with acquaintances and friends.
