Nowadays there is more and more focus on researches of food shopping behaviour, as its key role in social practices -and in the shaping of life quality after all - is inevitable due to social effects of basic re-structuring and their undisclosed nature in the post socialist countries. These social effects are still going on because of the crisis and changes in trade politics.Earlier researches more or less focus on abstract ranges, separating daily social behaviour from their solid contexts.This is why I chose East Hungary with its smaller decretionary income and purchasing power as the spatial focus of my reasearch and the method of focus group discussion and questionnarie with food shoppers in the frame of a qualitative research and quantitative research. On the other hand, one of the reasons of the timeliness of chosing this topic is that several researchers (Totth, 2012, Polya-Szucs, 2013; Szakály, 2014) and market research institutes came to the conclusion that Hungarian customers prefer products of Hungarian origin to goods from abroad if they are cheaper than their foreign equivalent. That is why for Hungarian customers cheap own brands can be a priority even over less costly imported goods.