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New types of tourism and tourism marketing in the post-industrial world
41-45Views:382At 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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The role of emotions and perceived control in the recovery strategy of service companies
65-68Views:316The purpose of this study is to investigate the effectiveness of service recovery tactics. The reseach included a qualitative study based on 30 interviews with customers and employees of a telecommunication company. This was followed by a quantitative study using between subject experimental designs based on scenarios. Our research results suggest that employees’ positive emotions and perceived control during the recovery process make consumers more satisfied.
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Is it worth being socially responsible?
73-80Views:458Several definitions for corporate social responsibility (CSR) exist and these vary greatly as to the activities it should cover and their motivators. Among the benefits of CSR are positive marketing/brand building, brand insurance and employee loyalty. Numerous arguments against CSR prevail, e.g. social responsibility is not a problem that belongs in the sphere of activities a corporation should be addressing or even that CSR distracts businesses from addressing the primary need to concentrate on sales. Thus, the strong economic question: is CSR worth it? In 2014, we carried out a representative survey in Hungary, in which the effects of responsible business practices on consumer purchase behaviour were studied. With our research results, we could show that there is a considerable gap between the apparent interest of consumers in CSR and the limited role of CSR in purchase behaviour.
JEL classification:M104
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Reducing consumption of food with high level of fat, sugar and/or salt among young generation
79-85Views:352The young generation is the most influenced and vulnerable segment of the market. Food with high level of fat, sugar and/or salt are popularised for this segment.At the same time nearly 7 people die of obesity or from complications of obesity in Hungary each hour – one every 9 minutes. Less than 10% of youth are of the belief of eating healthy and more then one third of youth don’t take care about healthy eating. The young generation can be especially influenced by use of well-known persons, prize games and free gifts. The idea of fat tax’s introduction could be an obvious proposal.
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Agricultural development and government expenditures in the new EU countries
21-35Views:396The main ambition of this paper is to analyse agricultural developments in selected new EU member states with particular emphasis on government expenditures in agriculture. The main objective is to identify the relationship between government expenditures development on one side, and agrarian sector performance (the value of production) in selected member states on the other. The conclusions drawn from this analysis are that the agricultural sector has changed its structure and position within the national economy of selected new EU member states significantly in the 20 years since the early 1990s. Member states included in the analysis reduced both the size of their agricultural sector (number of people working in agriculture, total arable areas, number of animals, etc.), and the value of agricultural output. Despite the significant reduction of the agricultural output, member states became more efficient – and in particular their productivity per farmer increased significantly. Selected country’s agricultural sector, its structure and production value development are closely related to government expenditures. Significant correlation is apparent between agricultural government expenditures and the change in the number of economically active persons in agriculture, development of agricultural production, agricultural area, agricultural GDP and agricultural capital stock. Regarding the elasticity of new EU member states’ agricultural sector in relation to changes in government expenditures, significant elasticity is apparent in the case of the number of economically active persons in agriculture, agricultural production (especially livestock production), area of arable land, agricultural GDP and capital stock.
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Demographic and lifestyle attributes with a fundamental role in food supplement consumption (exploratory research)
181-185Views:371The 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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Smallholder Food Marketing Behaviour: Exploring the Role of Informal Credit and Traders in Stabilization of Food Crop Prices
67-82Views:316Many farmers in Africa sell their produce at low prices immediately after harvest because they need cash. They could solve temporary liquidity constraints by use of credit and store their produce to sell when prices are high. However, due to various reasons such many poor farmers have been excluded from formal financial services. In response, the informal financial market has expanded, but the question why informal credit has not facilitated storage to enable farmers benefit from intertemporal arbitrage opportunities remains largely unanswered. To answer this question, we investigate the role of informal credit markets and traders in stabilizing seasonal food crop prices. Our analysis is based on a household survey data, and in-depth interviews with key players in the informal credit market and grain traders in rural southwestern Uganda. We find that community-based self-help savings and credit associations provide credit for the majority (62%) of farmers. Informal credit still excludes the very poor and is not sufficient to enable farmers benefit from intertemporal arbitrage opportunities. Thus, poor farmers continue to ‘sell low and buy high’. The study also addresses a related fundamental aspect of food marketing: why is there no competition between traders bidding up prices after harvest and eliminating seasonal price fluctuations? We analyse traders’ costs and profit structure in the study area, and shed some light on imperfections in the grain market and the barriers that limit competition between traders. We find that grain trade is not highly competitive. High transaction costs and limited access to credit are the main barriers limiting competition. Supporting community-based self-help savings and credit associations to raise their portfolio can enable more farmers to borrow at the same time. Investing in infrastructure, organising and supporting small scale farmers to bulk their produce might lower transaction costs, promote competition and dampen price fluctuations.
JEL Classification: D53, O13, O16, Q12, Q13
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QUANTITATIVE RESEARCH OF FACTORS (CONVENIENCE OF ACCESS AND GENDER) INFLUENCING THE FOOD STORE CHOICE IN NAGYKŐRÖS
Views:291The objective of the research is to analyze the food purchasing decisions of Hungarian customers depending on priority factors (convenience of access and gender) that impact the food store choice.
To identify the characteristics of food shopping behaviour, we conducted a customer survey of 220 individuals in the city of Nagykőrös. The data collection was carried out using a standard questionnaire and an online survey on the Nagykőrös public life community social media portal, and by informing shoppers about the possibility to fill in the questionnaire in the Municipality’s posts. The sample can be considered representative based on the gender distribution of the primary food purchaser.
During the analysis of the data, in addition to descriptive statistics, we utilized factor analysis to describe the mindset of the customers, and created segments based on the factors influencing the choice of store using cluster analysis.
For the vast majority of consumers, the primary determinant in selecting a store is the affordable price level, regardless of how often they make purchases. When shopping on a daily basis, customers prioritize the store’s proximity to their residence, promotional discounts, and variety of products available. Men tend to value a relaxed ambiance and convenient parking, while women prioritize special deals and competitive prices when choosing their regular shopping location
We have identified price sensitivity, accessibility, location, and atmosphere as key factors. Throughout our research, we have categorized customers into four distinct clusters: Action-oriented family members (36.1%), Conscious shopping family members (29.9%), Price-conscious seniors (20.6%), and Curious beginners (13.4%).
A significant hurdle for Hungarian retail companies is to enhance the quantity of their loyal customers, which they can solely achieve by taking market share from their rivals (primarily other retail companies). Initially, they must determine whether their customer base favours their kind of store for everyday or bulk shopping. They must cater to the demands of their target customer base (potentially the clusters established by our research) in relation to the key factors influencing store selection and purchase frequency, in order to attain success in their business. We suggest utilizing the factors that influence store selection as segmentation criteria.
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Reducing consumption of food with high level of fat, sugar and/or salt among young generation
85-91Views:305The young generation is the most influenced and vulnerable segment of the market. Food with high level of fat, sugar and/or salt are popularised for this segment.At the same time nearly 7 people die of obesity or from complications of obesity in Hungary each hour – one every 9minutes. Less than 10% of youth are of the belief of eating healthy and more then one third of youth don’t take care about healthy eating. The young generation can be especially influenced by use of well-known persons, prize games and free gifts. The idea of fat tax’s introduction could be an obvious proposal.
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Performance imbalances in the chain: EU traditional food sector
7-11Views:332Organizations nowadays no longer competeas independent entities, but as chains(Christopher, 1998; Cox, 1999; Lambertand Cooper, 2000). Hence, being part of a well-performing chain is crucial for the future of the individual food firm, especially in the context of the globalizing economy. As a result, the objective of this study is to identify performance imbalances of traditional food chains.Therefore, quantitative data were collected via individual interviews with 271 chain member (91 suppliers, 91 focal companies and 89 customers) of 91 traditional food chains from three European countries(Belgium, Italy and Hungary), representing six different traditional food product categories (cheese, beer, ham, sausage, white pepper and bakery). The results differentiate six different kinds of chain imbalances, namely: dyadic upper and lower, up-and down stream, internal and external indicate both dyadic and chain-wise imbalance. Most chain imbalances are noticed in relation to lowering logistic costs and to reducing lead time. Future research should extend the list of performance indicators with parameters other than economical ones such as ecological and social ones.
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Analysis of Bathing Habits among Spa Visitors
81-90Views:416The valorisation of healthy lifestyle has indicated the dynamic increase of healthcare sector. The consumer behaviour has been forming deterministically in health tourism. Visitors of spa towns can select various combinations of services either to sustain their health, to rest, to relax or to recover. It has a great importance for spas offering complex health tourism services to know the demands of guests and to reach the target groups with special, personalized service packages. After considering the statistical indicators of tourists visiting the spas of Northern Great Plain Region and the competitors of a selected spa, this paper aims to investigate the coherence among bathing habits, influencing factors of service demands, age and non-motivating coherences. The survey was taken place in a selected spa in Hajdú-Bihar County in August 2018 with random sampling questionnaire involving 256 visitors. During data analysis the coherence among indicators was examined with variant analysis (Levene’s test), in case of significant result with Welch’s t-test. Variances in age groups were analysed with Tamhane’s and LSD tests (post hoc analyses). We concluded that the primary information source of spas is still the suggestion of friends, acquaintances independently of the age of the respondent. Knowing this is relevant for further marketing communication. The most important features among the respondents are the condition of the spa and cleanness which are the basics of quality services. Motivations with coherence to age are social life and gaining experience, recovery and disease prevention. Visitors have the largest interest for family and kid programs. Recognition of bathing habits helps in marketing communication, reaching target markets effectively, pricing and service developments as well.
JEL Classification: Z32
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Impact of consumer innovativeness on shopping styles: a case study of university students from Pakistan
79-86Views:529This study examines the effects of various types of consumers’ innovativeness on the consumer shopping styles. The results highlight that social, hedonic and cognitive innovativeness have an impact on consumer shopping styles, but functional innovativeness doesn’t influence consumer shopping styles. The study is based on sample of university students from Rawalpindi and Islamabad and its outcomes pave grounds for marketers to develop a better understanding for marketing new products and services. New product and services can be designed to magnetize innovative consumers. Integrated marketing communications should be planned according to the shopping styles of innovative consumers. Youngsters being a sizeable market segment in Pakistan, therefore, this study will guide the marketers to understand this segment better. This study discovers the association between different kinds of innovative consumer and consumer shopping styles.
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Externality effects of honey production
63-67Views:581Bee-keeping and honey production has a long history in Hungary. Honey is an important and healthy food of people and it can be consumed without any human processing. The honey production has important role, too. Some researchers say that if honey bee will extinct the humanity in the world would also extinct. It is true since plant pollination by honey bees is very important. It is confirmed by researchers’ studies that plant pollination by honey bees has significant positive external impacts on potential yields in orchards. Although the contribution of honey production to the GDP in Hungary is only a few per cent, other benefits play more important role. One of them is the positive external effect – mentioned above – and the other is the contribution to the biodiversity of the nature. This paper focuses on secondary research methods, gathering and evaluating data regarding the positive external impacts of plant pollination by honey bees as well as finding possible solution for the problem that bee-keepers have a lot of costs in connection with carrying honey bees to orchards, while farmers “only” benefit from the positive externality of plant pollination of their fields. To evaluate its economic effects a numerical HEEM-model was developed and applied for the Hungarian situation.
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Comparison of consumption and purchase habits for University students for industrially kept pigs and mangalica pigs
Views:422The aim of the study is to compare the preferences for the purchase and consumption of industrially kept pigs and mangalica pigs. The research was conducted among the students of the Faculty of Economics and Business of University of Debrecen in October 2019, in the form of an online questionnaire. Descriptive statistical methods, chi-square tests, Spearman rank correlation indexes, factor analysis and two-step cluster analysis were used to analyze the data obtained from the survey. Based on the results, it can be said that there are differences in consumer perceptions of industrially kept pigs and mangalica pigs among a number of sociodemographic factors. Factor analysis was used to delimit three factors in the case of industrially kept pigs (“domestic-branded-fresh product” aspects, factors related to health awareness, aspects of a marketing nature), while in the case of mangalica pigs one factor was identified. Next, I used a two-step cluster analysis using the isolated factors, where several sociodemographic variables were tested. The best fit was shown by the combination of gender and highest educational level. Based on these, it can be concluded that in the case of industrially kept pigs, the factors considered in the purchase were the most important for women and men with higher education in the case of two factors (“domestic-brand-fresh product” aspect and marketing aspects) and for mangalica pigs. While in the case of industrially kept pigs, the third factor (factors related to health awareness) that were taken into account in the purchase proved to be the most important for men with a secondary education.
JEL Code: I12, M31
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Segmenting Hungarian people based on healthy eating
65-72Views:440Relying on customer trends healthy eating, which is one aspect of healthy lifestyle is becoming more and more popular. The aim of this study was to understand the healthy eating style of Hungarian adult consumers. An online empirical research with a sample of 1563 respondents (58.7% females and 41.3% males) was conducted in November 2018. Considering healthy eating two factors, namely the choice of healthy foods and the avoidance of unhealthy foods could be distinguished. A hierarchical cluster analysis was conducted to segment consumers. Four groups of consumers were identified: unhealthy food avoiders (20.3%), rejecters (11.8%), neutrals (26.2%) and healthy food choosers (14.7%). Unhealthy food avoiders are seniors. Rejecters are blue collar workers and have financial problems. Healthy food choosers live in families with children over 10 and do not have weight problems. This study is useful for the health sector and the government since targeted marketing programs can be planned to change eating behavior. To decrease overweight and obesity is the goal of all society, especially in developed countries. To increase the well-being of people and their quality of life educating social marketing campaigns are necessary with the aim of raising their awareness and explaining the basic principles of a healthy diet.
JEL Classification: 112, M30, M39
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The elements of strategic and marketing planning applied in the case of Avital company
111-112Views:310Presently, the environment that is characterized by rapid changesinallsocialspheres,thechallengesofrapidadaptation and survival in the market, the ability of thinking and acting in front of ‘’time’’is one of the key factors of success. Every day we have witnessed a large decline of the number of companies, poor implementation of many projects, poor implementation of governmentreforms, and life challenges of people to find work. On the other hand, there are individuals, organizations and companies that face challenges and changes very fast in all world markets and societies. Question that could be asked based on this is ‘’Why and how some companies manage it and the other not?"
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Interventions to encourage sustainable consumption
51-58Views:798Sustainable consumption is hampered by a discrepancy between consumers’ attitudes and their actual behaviour in the market place. Psychological construal level theory provides an explanation for the attitude to behaviour gap as a motivational conflict between high and low level of mental construal. Based on self-determination theory it is argued that this motivational conflict presupposes extrinsic motivation for sustainable behaviour. Based on self-regulatory styles, the present paper identifies and illustrates four types of intervention strategies that can cater for extrinsic motivation for sustainable development among light users. The underlying mechanisms of these interventions suggest that the transition from external to internal regulation is catalysed by social feedback.
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Luxury wine: analyzing motivations of luxury wine buyers in the US market
51-58Views:584The purpose of this research study was to describe motivations and demographics of luxury wine buyers in the US market. An online survey was completed by 1081 US wine consumers, of which 473 were designated to be luxury buyers based on price spent on wine. Standard demographic and wine consumer scales were utilized for profiling. Results show that the luxury wine buyer is more likely to be male, aged 30 to 50, with a higher income and education level. Motivations of the luxury wine buyer are different than the non-luxury wine buyer, and reasons for purchasing luxury wine go beyond mere collecting. This research is one of the first to analyze the luxury wine consumer in the US market, and provides useful information for wine marketers and researchers on the profile of the luxury wine buyer in America.
JEL Classification: M31
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Analysis of time management and self-management work practice by leaders – a focus group study
133-140Views:962Nowadays excellent leadership is one of the foundations of high organizational performance. Leadership excellence is a complex topic but efficiency and effectiveness are important components of it. These are closely linked to self-management and time management. In our focus group research, we asked senior executives about how they organize their average workday. We used two theoretical models: the Blue Ocean model and the Franklin Covey time-matrix. According to the participants the key component of effective self-management is the time management. In their leadership practice they often use a digital task manager, a workshop, an informal meeting as a tool and they find knowledge sharing also very important. They try to approach their employees empathetically. They would like to reduce the administrative tasks, spend less time on correspondence, travel and “small talks”. They would like to spend more time on automation and communication, further training and team work and dealing with the employees. They think that strategic planning, market analysis, sales, knowledge development and transfer should require more planning.
JEL code: M12
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The Opinion of Visitors on the Touristic Attractions and Services of the Esterhazy Castle of Fertőd
97-102Views:359The lately renovated Esterhazy Palace is one of Europe’s biggest Baroque palaces. This paper examines the visitors’ opinion of this worldwide famous palace. This survey-based study was carried out in 2016/2017. The sample was of 800 people, using paper-based questionnaire. It emerged from the study that the visitors needed to be separated analyzed differently under and above 18 years of age, because the push and pull factors vary significantly. Other words, the adult visitors (persons, families) decided themselves to go and see or not, but the young people were influenced by their teachers. Other important lessons of the study was that the visiting process does not end with the viewing of rooms and tools, but the different souvenirs and providing further information, and services are also part of it. This is evidenced by the fact that the worst rating was given by the related service. Organizing and ensuring this is an important task of the management of the palace.
JEL Classification: M3. O18, Z32
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Statistical and multi-criteria decision making analysis for consumer attitude and behavior: in case of Mongolian organic food market
31-38Views:678Nowadays, consumers have a full of knowledge on products and services, and their daily consumption of healthy and environmentally friendly products has been increasing. Therefore, businesses need to implement green marketing activities, so they need to be aware of environmental issues and consumer needs while maintaining financial sustainability and competitiveness. (Belz & Karstens, 2002). Examples are the rapid growth of organic food products, as consumers are concerned with their health and environmental issues in their day-to-day purchasing decisions. Over 20 years ago, in 1999, the market for organic food products sales was $ 15.2 billion, while sales in 2017 increased to $ 97 billion, indicating that the world's organic food market is growing rapidly. The organic food market is growing by $5 billion a year, and as of 2014, 172 countries have organic food farm land according to the “The World of Organic Agriculture”. Since the market for organic products is a new market for Mongolia, previous surveys in are relatively small. Therefore, this is aimed at conducting a study on behavioral approaches of consumers of organic food products in Ulaanbaatar. We have run statistical and multi-criteria decision making analysis based on given data of consumers. We also apply Harker’s techniques for complete and incomplete evaluation matrices which are defined from consumers decision making. Numerical examples are presented.
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Agribusiness higher education development – training needs analysis
107-120Views:407With the tremendous changes in political and economic systems of the Republic of Croatia after independence, new challenges have been put to the higher education system as well. The system used to be structured to serve a centrally planed economy with predominantly state ownership. Universities were producing graduates to be employed on statefarms,inagri-foodsystems(socalled„kombinats“),the state owned processing industry or cooperatives. The graduates were specialised in particular branches, such as crop production, vegetable production or livestock husbandry. Therefore, they were not educated to understand the whole system of a company or the agri-food system. In one word, they were not prepared to run firms as managers, although they were highly educated. Small and medium size entrepreneurs in agri-food business have been rather an exception than a rule, and prior to the transition there was not to much experience in managing, financing or marketing for such a firms.
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Economic modelling and analysis of Hungarian wheat production in the marketing year 2011
63-67Views:375In the framework of the present study I analysed the wheat production sector. In order to evaluate the situation prevailing in the sector I conducted an economic analysis which I based on primary data collection. The year of investigation was the production year of 2011. Long-term implications for different crop sectors can only be based on multi-annual analysis, so in this article I only attempted to analyse the sector with respect to 2011. To evaluate wheat production I compiled its cost structure and assessed it. To evaluate its position in comparison to other crops I also carried out calculations to determine the gross margin (revenue minus variable cost)1 By gross margin I mean the gross margin (C), which is production value (PV) minus direct cost (DC), by definition (C=P-DC). of maize and rape. I observed that the gross margin attainable on one hectare was the lowest in the case of wheat. I applied two types of gross margin, because I consider it important that a given sector should also be profitable without subsidies. In the case of the gross margin including subsidies it is essential to emphasize the role of subsidies, since their ratio varied between 30 and 47% of the total revenue. The importance of subsidies was the most significant in the case of winter wheat.
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Health factor in soft drink consumption, German example
41-44Views:327Consumer lifestyle and health are relevant factors to understanding consumption preferences.The number of lifestyle diseases has dramatically increased worldwide. The main cause for these diseases is the change in lifestyle; including a lack of attention to physical activity and good nutrition. Health and lifestyle are important factors by purchase decision process. In accordance with these, I examine the consumer behaviour toward soft drinks with special regards to healthy lifestyle and the state of health. My examinations can be considered mainly as a qualitative research among German students, which can serve as a basis for further analyses and research, however, the conclusions and experience gained from it are worthy of consideration. I differentiated five categories: ice tea, carbonated soft drinks, fruit juices, mineral waters, sport and energy drinks and studied the consumer behaviour toward them. The study focuses on the consumption of these and the factors influencing their purchase with special regards to lifestyle.
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Challenges to sustainable rural development in Russia: social issues and regional divergences
45-51Views:419Paper aims at investigation of contemporary approaches to sustainable rural development in Russia. It includes the overview of current experiences in rural development, analysis of major economic and social indicators of rural areas in comparison with urban ones. Analysis included the set of indicators such as number of rural people, number of rural settlements, rates of births and mortalities, natural and migration increases and declines of population, rates of employment and unemployment, average monthly nominal per capita wages, and level of the subsistence minimum. Indicators have been measured separately for rural and urban areas; regions have been grouped in relation to the particular indicator. The research is concluded by discovery of growth points for rural development and a set of recommendations on perspective measures of state and local policies in rural areas, directed on increase of living standards of rural population and retention of labour resources in their traditional rural areas of inhabitation.
JEL: Q18, P25
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