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Quality-satisfaction-loyalty: consumer behaviour in catering
5-11Views:261Our study is the result of the initial research of a qualitative and quantitative research consisting of more stages. The survey was made between 2007 and 2013 and specially focused on the satisfaction of Hungarian customers of catering enterprises with hot kitchen as well as on factors influencing satisfaction and customer loyalty. The results proved that a well planned, central strategy cannot be prepared for the whole catering industry as even enterprises with the same profile (warm food kitchen) show significant differences. The most important task for an enterprise is to establish and know its appropriate clientele well in order to suit its services, selection to their requirements. Our assumption that customers of fast food restaurants, canteens have lower expectations from selection, personal relations, quality of services than customers of restaurants, public houses, wayside inns, brasseries with traditional methods of selling was proven. In the lattest, the main aspect of choosing a 'favourite place' was the quality of human relations, with the special role, besides other customers, of the staff. Establishing unique atmosphere to the liking of customers can be regarded as an important point of the operational strategy. It was also proven that the majority of regular customers of restaurants are men, coming from the economically active population. Other active users are youngsters, they mainly go to fast food restaurants. More impersonal advertisements hardly have any effect, while successful word of mouth propaganda can be achieved by consequent, high level work. Regular customers can be characterized by rather emotional than market-based attachment. Favourite units are mainly preferred because of their atmosphere, relationships with acquaintances and friends, not because of measurable features, selection or prices. Those visiting catering enterprises with hot kitchen more frequently are more critical and less satisfied, in spite of this, they are reluctant to part from their regular places.
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Generalized coefficients of goods quality and satisfying of consumers demand
83-86Views:109In process of work the problems are set and solved. There are problems of social welfare research in conditions of nonhomogeneity of objects and subjects of management, of revealing and substantiating insuperable difficulties in rising of social welfare by approaches, worked out before. Also there developed a new direction in implementation of the most important aim of any socially-oriented economy.
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Police organization in the Republic of Croatia – problems in decision making
99-102Views:131During the last few years of my police work I had a chance to speak and share opinion with my work associates about the police system in Croatia. My colleagues sometimes shared my opinion and sometimes they did not about the quality of police organization. Everyone’s conclusion was that some sort of change in the police organization has to be made; organization of the police must follow and embrace modern standards in organization and conduct. Almost each person had the same opinion about police management and decision making. Their opinion was that management is not efficient; decision making is based on chain of command and not on finding good solutions; members of the management team do not have education or creativity to be qualified managers; form is more important than the quality of work.
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New types of tourism and tourism marketing in the post-industrial world
33-37Views:283At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years.
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Consumer attitudes and preferences about the pork meat in Hungary (based on cluster analysis)
151-158Views:290In my study I wish to investigate the fact that how the pork consumption of Hungary changed during the last years. This study focuses on consumer’s attitudes about (pork) meat, what do they think about the healthness of the different meat type, what are the strengths and weaknesses of pork meat, what are the main features of good quality pork meat, what are the major pork purchase influencing factors and what are the favourite food of the respondents from pork meat etc. Then I analyze the tendency of these values (cross tabs, bar/pie charts, means, Chi-square), where can be found significant differences, and make a cluster analysis to identify the pork consumers in Hungary.
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Goat Keeping and Goat Milk Products in Human Nutrition - Review
24-36Views:626The aim of this paper is to review the status quo and future perspective of goat keeping and goat milk products, particularly emphasising the role of goat milk products in human nutrition. Across the globe, goats can be kept almost anywhere, even in poor surroundings. Considering the deteriorating geographical conditions due e.g. to global warming, the importance of goat and goat products will probably further increase. Goats can play an important role in the nutrition of the continuously increasing human population. The wool, meat and milk of goats are all valuable products. Goats are able to provide high quality products under diverse climate conditions and in extreme environments. Globally, more people drink jmilk from goats than from any other animal. Due to the components and profile of goat milk, it can be processed and a wide range of high quality and healthy value added products can be produced from it. Goat milk plays a decisive role in feeding starving and malnourished people in developing countries. In developed countries, a significant segment of many populations suffers from gastro-intestinal disorders and cow milk allergy. Goat milk plays an important role in the treatment of certain health problems. Moreover, due to its favourable effects on human health, goat milk has found a niche for itself in the trend towards healthy nutrition in developed countries, where connoisseur consumers are ensuring goat milk products a growing market share. In these countries, goat milk products, e. g. cheeses are also recognised as gastronomic and festive products.
JEL Classification: Q13
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Marketing opportunities of local products in the catchment area of Csíkszereda town
38-44Views:309Agriculture plays an outstanding role in Romania, since there are nearly three and a half million small farms operating in the country, accounting for almost 90% of the total number of farms, and scarcely more than 32% of the available farm land is cultivated by 35% of the population. In the settlements found in the catchment area of Csíkszereda, the majority of farms consist of family farms smaller than 5 hectares. The marketing of good quality products made from local raw material by traditional methods contributes to the sustenance of the family farms. Researches show that as a result of the education of the farmers on a local level more and more processed products appear in the markets of Csíkszereda town. Farmers involved in the local market intend to expand their farms on the long run. The respondents consider that “a piece of land can be sold only once”, that is why the sustenance of the farm became the main goal of multi-generational effort. Younger farmers are usually more educated and more open to innovation. The vast majority of farmers under 45 find it important to market their products through rural tourism and they are also more eager to join producer groups. Young farmers need to merge traditional methods and knowledge inherited from previous generations with modern opportunities and methods that facilitate production and marketing. Knowledge gained this way makes it possible for small farms to market their products through short supply chains.
JEL code: Q12,Q13
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Corporate branding effects on consumer purchase preferences in Serbian telecom market
91-104Views:172This research is carried out to know the role of corporate branding in mobile phone network along with different influencing factors involved in the purchase of mobile telephone connections. This paper discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has.This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study are Belgrade University students which is the most of Serbian youth segment and is a valuable source that gives precise information with high probability about market preferences according to the Research of Serbian republic statistical office. Primary data are obtained by collecting data from questionnaire and interview, while the secondary data are collected from various reliable sources. Primary data provide reliable content in accordance with a secondary data obtained by Serbian republic statistical office and with a Research of competitor and consumer preferences insight provided by Telenor Company. The analysis of the data has been performed in accordance with the chosen theories and summarized in a table, which serves as a tool for deriving reliable and relevant conclusions. The sample size was determined by conducting a primary study and defining the variance of primary sample and the intended number of samples was selected carefully and randomly from the population. Then the validity and reliability of the questionnaire was determined. The used questionnaire in this research consisted of 7 common, and 30 specialized questions which were supporting the hypotheses of the research. Data was analyzed using the frequency percent techniques, and in the chapter related to the deductive statistics, one-sample t test was used to analyze and approve/disapprove the questions supporting the research hypotheses. The analysis of this study reveals different set of results while making comparison between literature and empirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industry while making purchase decision. The findings of this study provided useful information which is helpful not only for the students but also for the brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of time through corporate branding to trigger more customers and for a good brand.
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Communication of trainers as one of the means for customer retention in fitness clubs
35-40Views:377Acquiring the adequate communication style is a vital element in trainers’ profession. This research aims to reveal the effects generated via the communicative style by trainers of fitness club customers. It also intends to explore whether communication style has any relation to the regularity of class attendance as well as to the length of training periods which is conceptualised in this paper as trainers’ economic efficiency. Data collection was carried out by structured interviews in a country-side large sport centre. Trainers with at least three training sessions per week (N=20) and their groups (N=160) were interviewed using Rudas (1994) communication style survey and additional selfdeveloped interview protocols. The results revealed that the examined trainers were distributed in all four communications styles, but showing dominance in aggressive and passive styles. The classes of trainers with aggressive and assertive communication style were those that showed the highest and maintained attendance rates. It seems, that classes held by trainers who communicate in a deliberate way and convey positive messages are attended more and in a sustained way. Accordingly, their precisely set targets and explanation of training sessions content correlated with repeated attendance and customer retention. It seems that groups with extended scope of communication are characterised by stronger group cohesion where social relationships could develop easier, which have relations to perseverance and commitment. Therefore development of trainers’ communication skills may be considered as an effective tool for fitness clubs for customer retention.
JEL code: Z20
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A survey on tourism experiences by Hungarian travellers: towards guest satisfaction
73-76Views:153In the 21st century experiences got great significance in the every-day life and in tourism as well. Human popularity can achieve very good and happy moments e.g. by shopping (complex experience in shopping centres) by common spare time activities in the nature and in towns, also by having vacation at a special destination. Animation/entertainment is a sphere of hotel services that is to help the guests sparing their free time on holidays in a good atmosphere, by providing experienceful programs. Good memories of a tourism service can make guests satisfied and build a returning clientele sphere. That is why it is awaited to map the (potential) guests’ expectations and observations of services. This paper discusses Hungarian tourists’ experiences conducted in Hungary aiming to reveal the need for professional services focusing on the not-so-spread area, Animation. The experiential dimensions of every-day life and tourism was studied by an own-edited questionnaire (N = 1000) in the half-year period of 1st August 2010 – 31st January 2011. This study was extended by quality of life since summer 2011 and I am going to compare the results of these two surveys with the aim of development suggestions in order to achieve a main level of guest satisfaction and a loyal sphere of clientele.
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Recruiting recent graduates to work at agricultural enterprises: Siberian region case study
27-30Views:138The authors present the results of the analysis of the employment of graduates of agricultural specialties in the Siberian Federal District of the Russian Federation. In the Siberian Federal District, more than 20 universities are engaged in the training of specialists in agriculture. The universities pay special attention to the employment of their graduates and often have their own programs of graduates’ employment.
The article is devoted to discussing the reasons why the graduates consider the work in the rural area to be unattractive (low standards of living conditions compared with town, lack of quality education for children and possibilities for professional development, etc.) The necessity of realization of the state strategy intended to support graduates of agricultural specialties is grounded, including assigning the status of civil servants to social workers in rural areas and attracting successful entrepreneurs to the village and creating conditions for the development of the entrepreneurial
environment.JEL Code: J21
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EXPLORING THE NEXUS BETWEEN SUSTAINABLE CONSUMPTION BEHAVIOR AND ORGANIC FOOD PURCHASE: A Comprehensive Review
Views:178Recently, a remarkable increase in organic food consumption can been seen in both developed and developing countries. This research aims to identify the role of sustainable consumption behavior in purchasing organic food. The research problem has been formulated with several questions, most notably: Does sustainable consumption behavior has a role in purchasing organic food? The relationship between sustainable consumption behavior and organic food has received a lot of attention in the literature. However, take a comprehensive approach to examine how sustainable consumption behavior might affect purchasing organic food? In order to examine the role of sustainable consumption behavior in buying organic food, this article proposes a framework that adopts a comprehensive approach. The author conducted a qualitative synthesis of the literature (Systematic Literature Review (PRISMA), including 43 articles, revealing several findings. One of them, is that sustainable consumption behavior positively and directly impacts buying organic food due to the health, environmental cognition, high quality, trust, and food safety. The second finding is that complex factors influence organic food buying behavior. For example, price is always likely to be an important factor for most customers. Moreover, the lack of knowledge about organic food is another factor affecting customers’ buying organic food.
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Portuguese agriculture and its role in multifunctional rural development
145-152Views:161AsinEurope,agricultureinPortugalissupposedtofulfill a multiplicity of roles. It should contribute to supply Portuguese population with quality and safe food, to be viable in a global, competitive, dynamic and aggressive market, to preserve precious cultural landscapes across country through sustainable land management, to assist rural areastobeattractiveandfeasibleandtosupportemployment and social cohesion. Nevertheless, adjustments are expected to adapt to new environmental conditions, mainly climate change, to minimize weaknesses, to hold new opportunities and face new challenges. Otherwise, increases on human desertification, rural areas abandonment and consequent negative effects on territory are predictable.
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Defining the strategic objectives of Hungarian mutton product chain and elements of marketing strategy in the beginning of the second decade of the century
119-132Views:238The sheep sector is regarded to be a “black sheep” in Hungary, both in terms of economy and marketing. On one hand, the sector is not easily traceable as available relevant data are partial and infected by the effects of black market or underground economy; on the other hand, there are no clear, concrete statistical data or surveys on consumption either.
The present study attempts to dissolve the above anomalies and present findings by fact-based model calculations and actual marketing surveys. The fact-based model developed and used for more than 200 variables verifies the correctness of economic calculations. Original examinations were performed by Béla Cehla, doctoral candidate, in 2000–2011. The marketing survey, although not in full accordance with statistical requirements, was carried out in 2012 and it processed relevant data authentically.
The main conclusions are the following: It is clear so far that genetic basis should primarily be evolved in the industry, as it is the factor that mainly contributes to profitability and price-type factors come only following it. Genetic modification is achievable by changing breeds or crossbreeding. The findings of product chain level sensitivity analysis have provided clues that the added value generated in the sector is already determined during slaughter lamb production and progeny influences this value in approximately 80%. Critical points are feed conversion ratio and the relating price of lamb feed, which influence added values by 2.7–2.9%. The remaining factors affect added value through feeding costs, although not considerably.
The following activities can boost interest in the market of sheep products:
• Comprehensive market research
• Stimulation of cultural development by product-tasting, exchanging information and recipes
• Development of supply in accordance with demand
• Identification of target markets, positioning products
• Diversification of product range
• Community trade mark to guarantee excellent quality and Hungarian origin
• Selection of credible poster faces, organization of advertising campaigns -
Agribusiness higher education development – ahead: The project results at a glance
95-98Views:179his booklet that has caught your attention contains basic information about the AHEAD project sponsored by the EU’s TEMPUS grant. This project was carried out between University of Zagreb (and other Croatian partners) and four EU-based universities. The project was very ambitious and it is my pleasure to state that the great majority of the objectives were carried out with high quality during the 3 years project time span. The main results of the AHEAD project can be found in this booklet, and I would like to mention just a few of them:
• A new MBA training started in Zagreb with international recognition
• 61 subjects of 3 BSc/MSc trainings were reviewed and modified,
• a study was created in order to determine the short – and long – term expert demand of the Croatian national economy,
• computers, equipment and modern textbooks were purchased from European grant and
• finally a personal note: it was spectacular to see the rapid development of University of Zagreb and generally the whole Croatia during the last 3 years. If our project contributed just a little bit to it, the effort certainly was worthwhile. -
Impacts of the global financial and economic crisis on the agro-food industry and rural livelihoods in Serbia
113-118Views:145Sixty-five per cent of the Serbian land area is agricultural and 55% of the population is rural.Agriculture share of GDP is more than 10% and about 47% of the rural labour force deals with agriculture. The aim of this work is to analyse the impacts of the global financial and economic crisis on the Serbian agro-food sector and rural communities. Measures introduced, mainly by public institutions, for relieving the consequences of the crisis are presented and discussed. Easily accessible yet high quality data from the central Office of Statistics in Serbia and specialized literature have been used. Impacts have been assessed by analyzing and discussing the trends of many socio-economic indicators. The crisis has had general impacts on the Serbian economy (low GDP growth, unemployment increase, price volatility, purchasing power decrease, etc.). Due to the crisis growth in agricultural production has been very low (0.1% in 2009). Agro-food exports decreased dramatically in 2008. About 9000 agricultural jobs were lost in 2008 and 2009. Reduced exports and lower domestic demand impacted negatively on agricultural commodity prices and agricultural household incomes.Access to credit became more difficult especially for small producers. However, agriculture is still a very important safety net. Agricultural employment share has increased both for men and women. The importance of agriculture is even higher if we consider the “grey agricultural economy”. To mitigate the crisis effects, the Government provided subsidies to rural people and will adopt the National Strategic Plan and Programme for Rural Development. Nevertheless, public institutions - in partnership with private, civil society and international organisations - should improve rural producers’ access to market information and credits and foster investments in rural areas including non-agricultural ones and those aiming at improving physical capital.
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The mutual influences of man-made pollutants and allergic manifestations
97-105Views:286The United Nations have projected the world population to reach 9.6 billion by 2050 and that, by then, over 50% of the world population will be living in urban areas. This continuing population growth and accompanying urbanization lead to serious concerns about clean water and food for all, but also about climate change and pollution. Soil and water pollution are directly affecting the crops grown for consumption, and air pollution is affecting our mucosal barriers in the respiratory and gastro-intestinal tract on a daily basis. This review provides an overview of the different types of pollution, and the health effects triggered by especially air pollution ranging from heart disease, pulmonary disease, cancer, to fatal respiratory infections. In addition, the differences in how pollution-induced effects are affecting different age-groups are discussed. Finally, the socio-economic causes and consequences (e.g. Quality of Life and Years of Life Losses versus medical care cost) of these pollution-induced diseases are debated.
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Country-specific determinants of horizontal and vertical intra-industry agri-food trade: the case of Bulgaria and Romania
69-75Views:142The article analyses patterns and country-specific determinants of agri-food trade of Bulgaria and Romania with the European Union. As literature focusing on agricultural aspects of the topic is limited, the paper seeks to contribute to the literature by providing up to date results and suggestions as well as by identifying the determinants of horizontal and vertical intra-industry trade of the Bulgaria and Romania after EU accession. Results suggest that intra-industry agri-food trade is mainly of vertical nature, referring to trade of different quality products. Results verify that determinants of horizontal and vertical IIT are similar and suggest that economic size and FDI are positively, while factor endowments and distance are negatively related to both sides of IIT. Results are mainly in line with the majority of empirical literature in the field.
JEL code: Empirical Studies of Trade – F14
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L’Antica Pizzeria da Michele as a Case Study of Traditional Speciality Guaranteed and International Franchising
17-23Views:498This work explores the case study of L’Antica Pizzeria da Michele as a best practice of traditional speciality guaranteed and international franchising. Besides being one of the most ancient and successful pizzerias in Naples, da Michele is renowned all over the world for the quality of its raw products, dough processing, and output. In the last years, da Michele also started pioneering the pizza production and commerce industry with an innovative franchising model and a new company appointed to managing this latter business. This work makes use of in-depth interviews and data collected on the field. For such scope, top managers and employees of both the local and the international companies were interviewed. The study finds that da Michele managed to become a benchmark for territorial food products and, more recently, for high-standard franchising, jumpstarting a successful brand-new company and food business project.
JEL Classification: O13, Q13, Q16, Q1
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Urban consumers’ attitude towards organic food in Sri Lanka
5-14Views:512This research investigation aims to examine the urban consumers’ attitude towards organic food, and the factors affecting for their attitude. A consumer survey consisting of a sample of 600 consumers was conducted, using a pre-tested questionnaire, in major cities of six main districts of Sri Lanka during November 2016 - May 2018. Data were analyzed using descriptive statistics, factor analysis, and multiple linear regression analysis. Results revealed that majority of the consumers were married females. Most of them were of 18-40 years of age category and were educated up to the GCE advanced level. The sample’s monthly income ranged from Sri Lankan Rupees 58000 – 85000. Although the majority of the consumers (75.2%) were aware of organic food, only 11.5% possessed a good knowledge about them. As per the mean analysis, the consumers had a positive attitude towards most aspects of organic food. According to factor analysis, four factors (environmental factors, quality factors, health factors, and marketing factors) were extracted as they are influenced to the consumer attitude for purchasing of organic foods. Results of multiple linear regression analysis revealed a positive relationship between consumers’ attitude and the extracted four factors which were based on the consumers’ attitude on purchasing of organic foods. Main problems faced by consumers in buying organic food were the high price, unavailability of organic food, lack of trust, and lack of market information on organic food. It can be concluded that by providing the necessary conditions such as arranging better marketing facilities with useful market information, a continuous supply of organic foods with reasonable price levels, and enhancing consumer knowledge, will motivate the consumers to purchase more organic food. As relatively low is known about consumers’ purchasing pattern of organic foods in Sri Lanka, findings of this study would be beneficial to the traders and policy makers to formulate effective strategies designed to marketing of organic foods in the country.
JEL CODE: Q13
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Multi-level analysis of visitors’ satisfaction flying to Debrecen – main aspects of the research
27-32Views:132This paper presents the non-exhaustive description of the main characteristics of visitors based on the filled out questionnaires during five months following the test month. These characteristics will serve the basis of a satisfaction analysis to be described in the future and they provide guidance for later analyses. I performed the testing of my questionnaire in January 2014. It turned out even from the data collected in the test phase that there were services which did not meet the expectations of visitors several times as it was worse than what they expected. This study focuses on the questionnaire research conducted among foreign visitors coming to Debrecen by flight. The main aspects were to determine foreign visitors purpose of travel to Debrecen, how many times they had already been to Debrecen, how many days they spent in the city, what kind of services did they use and whether the quality of used service met their expectations. As a result of the following five months research, I obtained input data which make it possible to examine real problems with background data. It calls for further examination to determine whether there was any difference in the extent of services living up to visitors’ expectation and visitors’ level of satisfaction.
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The planned development’s effect on the performance in ice hockey
31-35Views:173The sports are growing everywhere in the world, so there is no other way to maintain or to increase the level of quality just the strategic planned development (GÉCZI, 2012), because thousands of specialist are working hardly on the better results worldwide. The aim of this study was to monitor the ice hockey players’ physical development in Hungary since 2007, focusing the results after opening the federations’ Methodical Center (MC). One can see a remarkable development during the last years in the domestic ice hockey, which is perceptible following the sport performance and results. The first step of the planned development was the reform of the curriculum in the coaches courses (from 2004 continuously) at every level, the second step was the opening our MC in 2010, where the Hungarian players and experts (coaches and officials) can develop their skills and their knowledge about the ice hockey. We examined the effect of the above mentioned procedures, comparing the national try-out test running events (10 m, 60 m, 6×9 m, 400 m, 1500 m) by the best twenty U18 players (N=80). According to the opening of the Methodical Center, we used the data from 2012, 2009, 2008 and 2007.
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Analysis of consumer habits and attitudes on the Hungarian beef and rabbit market
67-70Views:232As a consortium partner the authors took part in a research project aiming at the development of high added value, healthy and environment friendly animal products. From among the products developed by the consortium (rabbit meat, omega3-fatty acid enriched beef, goose liver from non forcible feeding, selenium-, vitamin-E and natural color enriched eggs) the present study describes the results concerning beef and rabbit meat. The given products are chosen because they are produced in and exported from Hungary in considerable quantities and their competitiveness can be further improved. In order to able to map the consumer preferences a 300 count nationwide, representative, questionnaire based survey was designed and performed. Actual products were tested by focus groups and professional interviews. Beside the specific features of the products a common character is that the marketing strategy focuses on the distinctive nutritional benefits and other quality parameters that seem to be of crucial importance for the targeted consumer segment. Their unique character and health protecting effects make their branding and using community labeling easy. Their positioning points toward the prestige products therefore consumers tend to accept higher prices. In marketing communication the image building advertisement can be a common goal.
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Complex problem analysis of the Hungarian dairy farms
93-100Views:241Hungarian dairy farms went through significant changes in past two decades. The most significant changes were caused by our accession to the European Union in 2004. In Hungary milk production remarkably declined after EU accession due to the decreasing level of support and decreasing milk prices. Size of our dairy herd has been practically reducing since the political transformation (1989); meanwhile the relative yields per cow have been continuously increasing. Relatively low prices, high production costs and tightening quality requirements ousted several producers – mainly small farms - from the market in past years. Feeding cost represents the highest rate in cost structure of production, but animal health expenditures and various losses are also significant. Applied technology of the Hungarian dairies lags behind theWestern-European competitors’; in addition they have handicaps in efficiency and product innovation. Moreover Hungarian milk and milk product consumption is about half of the Union average. In 2007 at the University of Debrecen the opportunities and the problems of this sector were discussed in the framework of a research and development project entitled “Project-generating based on sector-specific innovation”.At this workshop farmers, experts and advisers shared their ideas which were all gathered. The main objective of our paper is to provide useful information for the decision makers and the most important members of the sector. Using the practically successful ideas plus the ideas based on previous experience a new strategic concept was created. To reach the objective of this paper we collected, synthesized and analysed the strengths, weaknesses, opportunities and threats of the dairy farms and performed a SWOT analysis. On the basis of this SWOT analysis we set up a well organised problem hierarchy which would help to identify the main weaknesses of the sector. This analysis gives a great framework for the researches and it also gives a useful tool for the decision makers to improve the competitiveness of the Hungarian dairy sector.
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Demographic and lifestyle attributes with a fundamental role in food supplement consumption (exploratory research)
181-185Views:183The worldwide proportion of food supplement consumers has been steadily increasing, more than 50% of the Hungarian population tends to buy at least one type of dietary supplement. In most cases, the purchase and consumption of food supplements are not based on medical indications but depends on consumers’ individual decisions. The study of consumer groups enables the investigation of typicalities which have an impact on attitudes related to the consumption of food additives. The present study explores the demographical factors determining the global consumption of dietary supplements by secondary research. It sought to explore the typical features of consumer lifestyles in line with the research findings, based on previously specified criteria, through qualitative focus group examinations. My study focused on subjects who bought and purchased at least one type of food supplement in the previous year and placed a high emphasis on healthy diet and lifestyle in their everyday lives. The consumption of dietary supplements indicates growth with age and it is more common among women. Consumers with higher qualifications and incomes tend to buy products with vitamins and minerals in a greater proportion. The identification of nutrition factors revealed that the proportion of those who do not need extra nutrient intake is high among food supplement consumers. It is primarily true of women having a healthy lifestyle (they typically consume high amounts of vegetables and fruits, they are physically active, non-smokers and do not use alcohol); moreover, their socio-economic status is typically high. The findings of my quantitative research suggest that the purchase and consumption of dietary supplements are most characteristic of the “Successful”, “Quality oriented- successful” and “Loyal to the brand - modest” groups in the lifestyle-based consumer segments. The investigated sample showed ambiguous attitudes towards product quality and willingness to pay in all the three batches. Nevertheless, it can be established, when consumers buy food supplements, brand sensitivity proves to be a dominant factor in addition to - typically Hungarian - price sensitivity. Based on lifestyle factors, the current research may bring us closer to the exploration of the motivational and attitude patterns of consumers’ food supplement purchases.
JEL Code: I12, M31
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