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New types of tourism and tourism marketing in the post-industrial world
33-37Views:509At 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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Moral hazard problem for poor under joint forest management programme evidence from West Bengal in Indian context
61-71Views:257This study explores policy framework on current JFM programme, which secures traditional right of local need subject to the carrying capacity of forest, but face moral hazard problem in which Government cannot legally monitor actions against JFM householdswhich live below poverty line and that extract TFPs for their livelihood, and thereby threatening to sustainability of forest, whereas the incentive work opportunities that Government provides them is insufficient for their subsistence. A good incentive fee dependent on their work plus a lump sum fee (subsidy) are required for their livelihood sustenance and sustainability of forest resources.
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European traditional food producers and marketing capabilities: An application of the marketing management process
41-46Views:322The purpose of this paper is to evaluate the marketing management capabilities of SMEs producing traditional food products, in order to analyse the market orientation of SMEs in the food industry. Following the theoretical approach of Market Orientation, our analysis is based on an assessment of the marketing management process. The methodology refers to a survey developed through a questionnaire published on the web, and a sample of 371 firms based in Belgium, Italy, Spain, the Czech Republic and Hungary was used in the analysis. Cluster analysis was applied to find the different levels of market orientation of the firms. The results revealed a certain lack of appropriate skills in marketing management in the firms of the sample, confirming the evidence found in economic literature concerning SMEs. Nevertheless, cluster analysis outlined a group of firms with good marketing capabilities and market oriented, and these represent a great part of the sample (40%). With regard to the stages of the marketing management process, the most problematic are those of planning and implementation, and control and evaluation, highlighting the difficulties SMEs encounter in carrying out coordinated marketing; which appears to be generally characterised by poor organisational capacity.
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The marketing strategies of Serbian honey producers
27-31Views:405Serbian honey producers are exposed to the increased international competition of recent years. To face up to the new changes, producers are progressively using diversification strategies, such as direct sales and production diversification. The direct sales strategy allows the producers to increase the product added value, while diversification aims to offer new products to the consumers. The aim of this paper is to analyse the honey marketing strategy of Serbian honey producers. The first part of the paper analyses the structure of production costs, production performances as well as the determinants of the honey supply. In the second part of the paper, analysis is focused on the determinants of direct sales. Finally, in the third part of the paper, diversification strategies are discussed. The data for this research has been obtained on the basis of a representative sample consisting of 84 Serbian honey producers interviewed in 2011 and 2012. The results show that the Serbian honey producers operate with more or less similar production costs and with production performances that do not differ significantly. They use direct marketing for two reasons: firstly, it affords personal contact with consumers, and secondly, they aim to decrease the transaction costs, thereby keeping a higher share of the product’s final value. Offering new products to consumers is an attempt to create additional product demand.
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A study on consumer habits in the dietary supplements market
5-12Views:1561There has been a continuous increase in the proportion of consumers using dietary supplements worldwide. Evidence based on former surveys suggests that in Hungary more than half of the population buy at least one type of dietary supplement (hereinafter DS). By using secondary research, the authors of the present paper examine the demographic factors determining the consumption of DS on a global scale. Consumption of DS increases with age and is more frequent among women. Consumers with higher qualifications and income tend to buy products containing vitamins and minerals to a greater degree. In the vast majority of cases the purchase and consumption of DS is based on consumers’ personal preferences and decisions, rather than on their physicians’ advice. It has been found that a high percentage of DS consumers probably do not even need any extra nutrient intake. In our primary research (N=1000) the specific attitudes to and characteristics of DS consumption among Hungarian adults are analysed on the basis of on a nationally representative survey. First, we identify the most important reasons which encourage consumers to buy DS. Consumer awareness concerning DS with a particular vitamin and mineral content and of other sources is examined, and we also assess the consumption of the product which is the most popular. The current paper attempts to identify the outlets Hungarian consumers typically buy DS from, and also what resources they use to keep themselves informed about these products. Consumers who admittedly reported (regular) consumption of a certain kind of DS product 6 months prior to the survey are further examined in relation to certain additional issues. The results of our survey provide an accurate picture of the DS consumption habits of the Hungarian population.
JEL CODE: I12, M31
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Future role of agriculture in multifunctional development of rural areas
29-37Views:317In the paper the changes in agriculture in terms of falling share of agriculture in gross domestic product and decrease in the share of persons employed in agriculture in total employment in Poland and selected countries are discussed.The main driver of these changes is a faster pace of development of non-agricultural activities and continually deteriorating relations between the costs of production factors and prices of agricultural products. The rate of growth in labor costs and prices of the means of production for agriculture is much faster than the rate of increase in prices of agricultural products.This causes the decline in profitability of agricultural production which increases the size of farms. The pace is dependent on the level of economic development of the country. The study also identified trends in the structure of farms, functions and systems of agriculture in the generational perspective. The polarization of the farms will deepen.A strong group of commodity farms and a group of so-called self – subsistence social farms will emerge. Agriculture in Poland will have a dual nature. In addition to the production function and social services agriculture will expand the scope of service functions for the environment and society.
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Future role of agriculture in multifunctional development of rural areas
135-143Views:316In the paper the changes in agriculture in terms of falling share of agriculture in gross domestic product and decrease in the share of persons employed in agriculture in total employment in Poland and selected countries are discussed.The main driver of these changes is a faster pace of development of non-agricultural activities and continually deteriorating relations between the costs of production factors and prices of agricultural products. The rate of growth in labor costs and prices of the means of production for agriculture is much faster than the rate of increase in prices of agricultural products. This causes the decline in profitability of agricultural production which in creases the size of farms. The pace is dependent on the level of economic development of the country. The study also identified trends in the structure of farms, functions and systems of agriculture in the generational perspective.The polarization of the farms will deepen.A strong group of commodity farms and a group of so-called self – subsistence social farms will emerge. Agriculture in Poland will have a dual nature. In addition to the production function and social services agriculture will expand the scope of service functions for the environment and society.
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Cost analysis of pig slaughtering: A Hungarian case study
121-129Views:669The scale of Hungarian slaughterhouses is small in international comparison and the cost of slaughter and cutting a pig of average live weight is relatively high at 16.1-19.4 EUR on average. The aim of this study is to evaluate the cost of pig slaughter and cutting through the case study of a medium-scale plant in Hungary. Based on data from the enterprise, a calculation was performed in relation to the “output” quantity of pig slaughter and cutting, as well as its value and the cost and cost structure of processing. The capacity of the examined plant and its utilisation were analysed and cost reductions were estimated for various increases of output. In 2015, the direct cost of slaughter and cutting was 18.9 EUR per pig for the medium-scale plant which processed 100 thousand pigs. When the purchase cost of pigs is excluded, labour costs accounted for the highest share (30%) of costs, followed by services (29%) and energy costs (21%). For this reason, the level of wages and employer’s contributions has a rather high significance. Analysis showed that significant increases in Hungarian minimum wage and guaranteed living wage in 2017 resulted in an estimated 7% increase in the cost of slaughter and cutting compared to 2015, despite the decrease of contributions. The capacity utilisation of the plant was a low 28% when compared to a single 8-hour shift considered full capacity. The cost of slaughter and cutting was estimated to be reduced to 14.2-17.0 EUR per pig if the plant operated at full capacity. This may be considered a lower bound estimate of cost because there are numerous restricting factors on optimising capacity utilisation, such as: 1) number of live animals available for purchase and related logistics; 2) cooling capacity availability; 3) labour availability; 4) market position of the enterprise and potential for marketing additional pig meat products. Enterprises of this scale are recommended to consider producing more value-added products and, accordingly, investing in product development.
JEL Classification: Q13, Q19
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L’Antica Pizzeria da Michele as a Case Study of Traditional Speciality Guaranteed and International Franchising
17-23Views:926This 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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Proposals for low-carbon agriculture production strategies between 2020 and 2030 in Hungary
5-15Views:720When viewed from the perspective of climate policy, agriculture as a separate sector is one of the most difficult development areas to assess. One of the reasons for this is the problem of the localization of greenhouse gas emitters, caused by the fact that production takes place in small or dispersed production units. The special circumstance that unit production takes place in complex interactive systems (food, feed, energy sources, main products, by-products, etc.) is yet another special factor, which in addition makes it significantly more difficult to measure and identify the GHGs they emit than if they were a uniform production plant. Additionally, there are few sectors outside agriculture where decision-makers encounter such strong opposition and lobby interests when developing limiting regulations. This stems from the fact that following World War II, European decision-makers and the Common Agricultural Policy elevated agriculture to a prominent role whose importance was indisputable. As a result, both climate policy and other measures that would result in any reduction of the priority of the sector are very difficult to implement, since the players involved always reason that limitations would restrict their competiveness and the security of their production. In addition, the uncertain nature of regulatory elements also poses a grave problem. As an example, the name of the sector itself – the LULUCF (Land Use, Land Use Change and Forestry) sector – shows that the strategy for reducing the greenhouse gasses emitted by the whole sector would be significantly different if these units were treated separately (agricultural land use, forest, not-cultivated areas). Taking the above into account, the present study aims to identify development directions that in turn allow those low-carbon development directions to be pinpointed within animal husbandry and plant production that have the greatest feasibility and can contribute to decreasing the GHG environmental load exerted by agriculture.
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Knowledge and acceptance research of use of vine-branch in micro region of Gyöngyös
117-119Views:309Significant quantity of renewable plant biomass comes into existence in Hungary year by year. Nowadays there are different wellknow possibilities for utilization. However these methods are not widely accepted. The most important obstacle is frequently caused by lack of knowledge of farmers. Without the necessary information the farmers become distrustful, and in many cases significantly decrease the efficiency of reclamation. Targeted communication method should be used to improve the rates of utilization. It should include appropriate content to their knowledge. This study research the knowledge and the acceptance of vine-branch utilization circle of wine-grower in micro region of Gyöngyös by questionnaire survey. We will know why the use of by-products has not spreaded yet circle of wine-grower and where they get their information from. The typically fragmented farms do not utilize because they do not know the process for doing or other people cultivate their vine-yard so they have not necessary machine. The questionnaire ask the farmers they want to offer their vine-branch a user factory.The questionnaires was completed by personal request. The reason of methods was the bigger rate of query. The questionnaire include question about the farm, the use of vinebranch and data of farmers. The villages were asked the rates of wine-grower. The aim of the research the rational utilize of by-product by wine-growers year by year. With the results of questionnaire survey we can inform the farmers with the appropriate method about the necessary knowledge.
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Moral hazard problem for poor under joint forest management programme evidence from west bengal in Indian context
95-105Views:239This study explores policy framework on current JFM programme, which secures traditional right of local need subject to the carrying capacity of forest, but face moral hazard problem in which Government cannot legally monitor actions against JFM householdswhich live below poverty line and that extract TFPs for their livelihood, and thereby threatening to sustainability of forest, whereas the incentive work opportunities that Government provides them is insufficient for their subsistence. A good incentive fee dependent on their work plus a lump sum fee (subsidy) are required for their livelihood sustenance and sustainability of forest resources.
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Characteristics of value based organic food chains: two cases from Slovenia
59-63Views:294In the literature the value based food chains express two main characteristics: business relationships among strategic partners interacting in the supply chain are based on a written set of values and food products are differentiated from similar food products (Stevenson, 2009). To verify the first part of the definition the analysis of two organic food chains were carried out. For the analysis of business relationships and food quality communication in the food chain two different methodological approaches were used. For collecting the input data semi-structured interviews of various stakeholders were performed. The results of the analyzed case studies show the characteristics of value based food chains could be broader and more complex if some additional perspectives were considered.
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Education as a factor of awareness development of organic product consumers
39-42Views:324Organic agriculture provides good quality products, the development of sustainable agriculture, environmental protection and economic efficiency. To develop a habit of consuming organic food, as is case with all habits, it is necessary to educate the younger population, so that they can become accustomed to the fact that organic food is a source of both human health and a healthy environment. Therefore, educational institutions should initiate actions in order to develop awareness of the importance of healthy and safe food (especially fresh fruits and vegetables) among youth. This action has already been carried out in some countries.
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Protected geographical indication recognition and willingness to pay: A case of grojec apple
73-80Views:499The Grojec region of Poland is an important region for apple production and accounts for 40 percent of domestic apple production. Apple growers from the region made an attempt to strengthen their competitive position through registering their apples as Protected Geographical Indication (PGI) products. The European Commission’s PGI allows food producers to obtain market recognition and a premium price for their products. Although the Grojec Apple received PGI registration in 2011, little has been done to promote apples with the PGI label. Two important research questions are addressed: 1) Does the Polish market recognize Grojec Apple PGI, and 2) Does the market value Grojec Apple PGI? Logit and regression models are estimated using survey data collected during an International MBA in Agribusiness and Commerce study week in Warsaw. Only 22% of consumers recognize Grojec Apple PGI. Yet, 70% of consumers indicate they are willing to pay more for the product and their average willingness to pay (WTP) premium is 32%. Results indicate use of the PGI label may be effective in improving sales and profit margins for Grojec Apple producers and their affiliated cooperatives. Older consumers are more likely to indicate a WTP premium. Males, smaller households, and consumers less sensitive to apple price indicate a higher WTP premium. An advertising campaign promoting Grojec Apple PGI as a better product may be effective at increasing consumer likelihood to pay more and WTP premium. Although “Grojec” is already familiar to most consumers in central Poland as a region for apples, a Grojec Apple with PGI label would assure consumers they are purchasing apples from the Grojec region and the apples are high quality.
JEL Code: D12, Q13, Q18
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Analysis of production and competitiveness on small beekeeping farms in selected districts of Serbia
Views:439The study researched the costs and returns on typical small beekeeping farms from five districts in Serbia. On the basis of the field research, data on the number of beehives,type of product, volume of production per beehive and values per measurement unit were collected.In order to demonstrate the competitiveness of various apicultural products, analysis of the available data was performed using analytical calculations. According to the analysis, the labour costs comprise about 49.65% to 64.15% of the variable costs on beekeeping farms in the Raška and Šumadija districts, respectively. Production is most economical on the bee farm in the district of Srem, where every dinar spent in production creates a value of 2.22 dinars, while the farm from the district of Raška is the least economical (1.32 din). Bee farms must reduce labour costs and re-direct their business orientation to other bee products, besides honey, such as pollen, which could be significantly more profitable.
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Integrated agribusiness in the dairy industry of Ukraine: main characteristics and success factors
59-68Views:359Ukraine belongs to the TOP 20 global producers of milk. Despite its position, the Ukrainian dairy industry is suffering from a permanent deficit of raw milk supplied for processing. on average, in 2007–2011 over half of the produced raw milk did not reach the processors. one of the reasons behind this lasting trend is that the structure of initial production of raw milk is dominated by households (having a share of 80%); the latter produce milk mostly for their own consumption and leftovers are sold at marketplaces where they can get more attractive prices. nevertheless, already today we observe results of largescale investments into the industrial production of milk made in the last few years. This article stresses an important place of the dairy industry in the agriculture of Ukraine, as it provides the population of vital food products, many of which are strategic in the export potential. Authors present essential characteristics of the concepts “agro-industrial integration” and “agroholding”, discloses their role and place in the agrarian sector of the economy, and justifies the necessity of the creation an integrated production in the Ukrainian dairy sub-complex. The study aims at identification and description of latest trends in Ukraine’s dairy market. Moreover, authors present a successful Ukrainian example of Milkiland N.V. as one of the TOP 5 players in the Commonwealth of Independent States (CIS) dairy market.
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New types of tourism and tourism marketing in the post-industrial world
41-45Views:393At 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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GENDER-BASED FINANCIAL ACCESS IN LIBERIA'S FISHING INDUSTRY
Views:235One essential component of the competitive operation of the fishing industry is the availability of finance. Access to finance is an important issue, but women's access to finance is more critical than men's. The study's objective is to emphasize gendered experiences with financial need, access to and selection of financial services, and service providers among Liberian actors in the fish industry. The study collected and analyzed data using a cross-sectional design. The research used primary data collection methods. Workers in Liberia's artisanal fishing value chain, both men and women, were the main population of interest. Respondents were chosen for the study using a two-stage sampling technique. Purposive sample of counties and random sampling of respondents were the two components of the two-stage sampling strategy. For the study, 278 men and women fish actors were selected as respondents using the random sampling technique. This study employed quantitative methodologies for data collection. From the findings, access to financial products is generally limited for fish actors. Nonetheless, some financial services and products are exclusive to either gender. Commercial banks are more accessible to men than to women. Because of their low income and educational attainment, women have limited access to commercial banks.
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Small and medium enterprises as development factor of agribusiness in Republic of Serbia
45-49Views:370Development of strong and competitive sector of small and medium enterprises has very important role in process of total transition in Republic of Serbia. This sector should be one of the guidelines of economical development and future, like in developed countries. Within the Strategy of development of SME and entrepreneurship in Republic of Serbia from 2003 to 2008 government of the Republic of Serbia, not accidentally, placed among many sectors which are expected to contribute and boost economical development, increase the employment rate, and realize increased influx of means deriving from export, the priority is on sector of processing of agricultural products. It can be concluded that significant contribution from agriculture to improvement of total economical situation is expected. Accession to EU should be considered primarily not only as the opportunity but serious task in regard to restructuring of the agriculture. However, impeding circumstance,in regard to export ofagricultural-foodproducts,first ofallto EU countries, isthefact that thismarket is under strict protective measures within the policy of agriculture and measures of agrarian protectionism. In such conditions it is very difficult for producers and processors of food to enter such closed markets. Small and medium enterprises are facing the choice of the business strategy:
– to place the existing product on current market;
– to place the existing product on new markets, including export;
– to sell the new product on existing market;
– to place the new product on new markets, including export.
Therefore, based on analysis of domestic market, volume and structure of import and export of agricultural and food products, as well as analysis of food industry and agricultural production in Serbia, it is necessary to define potential programs for small and medium enterprises with production which could be economically efficient and profitable from the aspect of investment.
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Tests of differential diesel fuels in engine testing room
59-65Views:376The portion of oil could be estimated 33 % of global primary energy consumption in 2012 (BP, 2012) and its average price – beside the products produced from it as well - significantly increased, unlike the demand for transport which has been reduced. This tendency is expected to remain unchanged in the long run, therefore, there is a great importance for the variety of diesel fuel distributors, in comparison of the ratio value for each of them, and replacing them with biodiesel can be used in the comparison. We executed 3 dynamometer measurements performed to determine three different dealers purchased diesel oil, some economical examinations of the diesel oil retail price, and the use of biodiesel all based on the expected economic studies in the literature studies of extra fuel consumption values. The results of these tests indicate that the differences of consumption between diesel oils can be up to 5 %, the conclusion is that distinctions of diesel oil consumptions are almost the same when we tested the differences between diesel oil and biodiesel. This means we can reach the same result with a high quality biodiesel as with poor quality diesel oil. This also means that– below 20% of mixing ratio we can easily choose by prices alone. Between these prices and products ( D1, D2, D3), we can save 4.8% diesel oil by using D2, 6.2% diesel oil by using D3 compared to D1. There could be a little revolution variance (D2: 2.9-6%, D3: 4.9- 7.1%), but this variance is under 1% so it is negligible.
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„Green” Public Relations (Public relations in the sector of products and services for Polish agriculture)
67-74Views:332The field of Public Relations has undoubtedly been assuming growing importance in Poland. Understood as an element of marketing communication or a function of company management, it has a significant impact on company’s external and internal environment. According to Puls Biznesu3 the value of the Polish PR market amounted to 250m PLN in 2005, which is a 20% increase as compared to 2004. According to the author Urszula S ´wiatl⁄owska, “the turnover of PR agencies is growing and even smaller companies demonstrate their interest in the services”. Considering this, it can be assumed that PR activities will soon be initiated by many smaller Polish companies, often connected with the agricultural sector. The change discussed by the authors of the article reflects the phenomenon of PR’s growing importance among other communication channels in Poland.
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The potential economic impact of the Western corn rootworm resistant GM variety on maize production in Hungary
87-93Views:332The paper examines that how the application of the MON88017 GM maize variety could influence the profitability of maize production in Hungary. The most important benefit of this biotech crop lies in its reduced need for chemical use and the additional yield comparing to conventional varieties. Among the economical disadvantages there is the uncertain market of GM products in the EU. After weighing all these factors the results conclude that the farmers could reach an income surplus by growing this GM variety. Although, this surplus is significant only if a similar positive yield impact is achieved under the Hungarian conditions as in the USA.
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The analysis of agro-economic effects of household food wastage through the example of bread
9-18Views:514In our busy world, where numerous people starve and where the resources are restricted, it is a key issue to pay particular attention to the topic of prevention and decrease of food loss as well as food wastage.Wastage of food produced and delivered to the end user (customer) is an issue arising globally and nationally as well, which results in efficiency loss at economic level in any case. While the FAO study mentions food waste of the order of 1.3 billion tonnes on a world scale, then the annual quantity of food waste in Hungary is estimated at about 1.8 million tonnes, which contains the waste of every member of the chain from production to consumption. On the basis of the data published by the Hungarian Food Bank (2015), the amount of food waste caused by the population is 400 000 tonnes. In compliance with our objectives, inputs – expressed by non-financial and financial indicators – emerge during production are assigned to the quantity of wasted food. Applying the aforementioned method we would like to make customers realize how many resources (land, water, artificial fertilizer, pesticide, seed and gasoil) are utilized needlessly in food verticum by the end products – at present by different breads they throw out. As our calculations prove by 10% waste of breads the utilization of 5 300 hectares of wheat land and 660 hectares of rye land can be considered unnecessary. By 10% waste of breads the financial value of the utilized resources is altogether 3.25 million EUR. Out of this the financial value of utilized artificial fertilizer is 1.10 million EUR (34%), of utilized pesticide is 1.15 million EUR (35%), of utilized gasoil is 0.70 million EUR (22%) and of utilized seed is 0.30 million EUR (9%). Among different breads, white bread is purchased in the greatest volume by the Hungarian households, from which 121 900 tonnes are bought annually on an average. This quantity is equal to almost the 40% of the annual bread sell. If 10% of purchased white bread is thrown out, it results in useless utilization of 2 676 hectares of wheat land in food verticum. The quantity of utilized water arising form wastage is 15.8 million m3. Further losses emerge as regards material inputs: artificial fertilizer- to the value of 0.50 million EUR, pesticide- to the value of 0.58 million EUR, seed to the value of 0.15 million EUR and gasoil-loss to the value of circa 0.35 million EUR. Totally, material input to the value of 1.58 million EUR is owing to the Hungarian households in case of 10% white bread wastage.
JEL code: Q53
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QUANTITATIVE RESEARCH OF FACTORS (CONVENIENCE OF ACCESS AND GENDER) INFLUENCING THE FOOD STORE CHOICE IN NAGYKŐRÖS
Views:324The 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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