Search
Search Results
-
Hungarian traditional clothing, as on- and offline marketing
Views:522Several experts have already formulated the fact, that this time is the fourth industrial revolution, which affects our lives and it results in a change affecting all areas of life. It is not an exaggeration, that the new procedures and tools change as well – establishing working methods and consumption habits but also affecting our mentality greatly too. We can get the information in different way than a few decades ago, and we can also process more easily information. The development of technology, internet and marketing is getting faster and faster, and many effects of these changes can be felt in all areas of our lives.
There are new trends, which can give new marketing related solutions for companies. These companies have to recognize the fact, that the marketing activity has to be integrated, most importantly, well thought out and also well versed in the case of traditional marketing tools and also online and social media tools. People spend most of their time online whit checking their social media sites.
How important is Hungarian tradition and the preservation of these traditions in the 21th century? Do traditions have any role in the life of the modern man today? What is the social, cultural and economic importance of tradition? This study presents the research result of the company, which started before the pandemic in 2019, furthermore it introduces with the help of the products of the company, and assists people in getting to know the Hungarian tradition and folk costumes too.
Can a company work without online presence nowadays? The internet and the social media sites give new possibilities, which can help to build the reputation, but they also contain risks.
How can a company work effectively on social media? The consistency and the definition of the targeted groups are important in online marketing. What is needed for excellent communication? The company has to know the purpose of the communication: whether it would like to keep contact with the existing partners or would like to make new connections?
JEL CODE: M31
-
The impact of the internet on Hungarian food consumers’ ways of seeking information from the aspect of health awareness
13-18Views:286One of the main components of healthy lifestyle is proper diet. When putting together one’s diet, lots of information are needed in order to be able to pick from various foods which contribute to converting to a healthier lifestyle and maintaining it. The main purpose of this study is to determine and show examples of the characteristics of online marketing which could help consumers in the conscious conversion to healthy lifestyle. Of the various factors, great emphasis is placed on online health-related information. Based on the research findings, it can be concluded that healthy lifestyle-related information has a significant role in online sources. Consequently, Internet can be regarded as a preferred source of information in terms of the conscious converting to healthy lifestyle.
-
Comparison of consumption and purchase habits for University students for industrially kept pigs and mangalica pigs
Views:347The 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
-
Segmenting Hungarian people based on healthy eating
65-72Views:386Relying 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
-
QUANTITATIVE RESEARCH OF FACTORS (CONVENIENCE OF ACCESS AND GENDER) INFLUENCING THE FOOD STORE CHOICE IN NAGYKŐRÖS
Views:184The 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.
-
Luxury wine: analyzing motivations of luxury wine buyers in the US market
51-58Views:489The 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
-
Bread consumption habits in the gluten free diet
113-119Views:582Gluten is a protein found in many grain products. Celiac disease is a genetic autoimmune disorder characterized by sensitivity to gluten. When a person with celiac disease consumes gluten, his/her immune system perceives the gluten to be a harmful substance and reacts negatively. The only treatment for individuals with celiac disease is lifelong adherence to a gluten-free diet. It is one of the most frequent and well defined of all lifelong diseases. In Hungary, 1-2 % of the population is said to be affected, but only every 10th has been diagnosed. Bread is a basic and frequently consumed food made principally from wheat. Gluten is the main structure-forming protein in flour, and is responsible for the elastic characteristics of dough, and contributes to the crumb structure and appearance of many baked products. Gluten removal results in major problems for bakers. Currently many gluten-free products available on the market are of low quality, exhibiting poor mouth feel and flavour. People wishing to eat bread in the gluten-free diet basically have two options: buying or baking the bread for themselves. There are several gluten-free bread brands are available on the Hungarian market. The price, ingredients, texture, colour, softness of the available breads are different. There is a rather good choice in gluten-free flour mixtures on the Hungarian market, as well. The composition of these mixtures are also different. The aim of our empirical research was to investigate the gluten-free bread consumption habits of people following gluten-free diet. The research was carried out using Google forms in January 2017. Size of the sample is 196. The online form was shared in four closed gluten free Facebook groups in Hungary since they are really active in sharing information concerning gluten-free lifestyle and diet. Summarizing, in this study we wish to examine how evolve the world pork meat production, trade and consumption, and to demonstrate the main consuming countries, highlighting the role of China, as it is the most populated country in the world with its 1.4 billion inhabitants.
JEL Code: M31
-
Farmers’ experience in adoption and usage of ICT solutions for agriculture in the Republic of Macedonia
25-30Views:439The adoption of new of Information and Communication Technologies (ICTs) in farming activities becoming crucial for developing countries in order to meet the challenges of rapidly growing populations, urbanization and arable agricultural land declination. Because of it, each farmers’ organization or farmer has to concern their agricultural products and services more towards modernized and ICT related routine. The attempt has been made to analyze the reaction of the Macedonian farmers towards ICTs as a source of reliable and timely information about e-banking, online purchasing/selling, marketing, input and output optimization, increased revenue, remote farm management process etc. Semi-structured questionnaire was used for interviewing 132 semi-experienced and experienced farmers that use ICTs as sample for the research. The data were analyzed using appropriate statistics tool like correlation and Rank Based Quotient (RBQ). The findings showed that farmers stressed the cost of ICTs, lack of training, trust level in the government institutions, and lack of ICT infrastructure are thresholds for ICTs adoption and use in agriculture. This research contributes to understand the adoption and use of ICT, identify the constraints associated with ICT use and propose recommendations towards the improvement of ICTs for agriculture in the Republic of Macedonia.
-
EXPLORING CONSUMER INTENTION FOR FUNCTIONAL FOOD PRODUCTS IN HUNGARY: THE ROLE OF HEALTH CONSCIOUSNESS, NUTRITIONAL KNOWLEDGE AND ATTITUDES
Views:455Background: The potential health advantages of functional food products have increased their appeal. Their reception and implementation are greatly influenced by consumer attitudes and purchasing intentions. The Theory of Planned Behavior (TPB) is used in this study to examine how attitudes toward and intentions to buy functional food products in Hungary are influenced by health consciousness (HC) and nutritional knowledge (KN).
Methods: From March to May 2023, 396 adult Hungarian volunteers took part in an online survey. The poll measured respondents' intentions to buy functional food products as well as their health consciousness, nutritional knowledge, attitudes, and subjective norms (SN). Through pilot research, the questionnaire's reliability and validity were determined. Multiple regression analyses, one-sample t-tests, and Cronbach's alpha were all included in the statistical analysis.
Results: The majority of participants were female, working students. In support of hypotheses H1 and H2, health consciousness significantly influenced attitudes and purchase intentions. H3 and H4 are supported by the findings that nutritional knowledge strongly influenced attitudes and purchase intentions. Both perceived behavioral control and subjective standards had a beneficial impact on purchase intentions supporting H5 and H6.
Conclusion: This study provides important insights into Hungarian consumers' preferences for functional food items. It highlights the beneficial effects of health awareness, information, attitudes, arbitrary standards, and perceived behavioral control on buying intentions. It was discovered that attitudes play an important role in mediating the link between nutritional knowledge, health consciousness, and purchase intentions.
It was discovered that attitudes play an important role in mediating the link between nutritional knowledge, health consciousness, and purchasing intentions. The dynamic functional food market's marketers and legislators should take these findings seriously. The subtleties of these attitudes and their implications for promotional tactics can be explored in greater detail in future research. Promoting healthier food options and informing policy and marketing decisions require an understanding of consumer perceptions and behaviors.
Keywords
