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Born to Consume? Some Aspects of Consumer Socialization
99-104Views:177Are we born as consumers or we become that during our lifetime? However most of human behavior in developed societies regarded as consumer behavior, we do not born with that knowledge but we rather acquire it step by step during our life. Studying consumer socialization makes it possible to understand the most the process of becoming a consumer, the context how consumers live in the society, what are the facts that have an effect on this process.
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Investigation of consumer behavior in social media in the handball
55-65Views:147Social media exploded onto the scene roughly two decades ago, revolutionising the way we think about marketing communication and the way we think about information delivery. It has opened doors that were unprecedented. It can also be profitable for sports companies if they can deliver effective marketing communications to their existing and potential customers. To be effective in this environment, it is important to analyse consumer behaviour to identify the real needs of users and to meet those needs. We used an online questionnaire to assess the consumer needs of our respondents and the social media market from a marketing perspective. We conducted a handball specific research, excluding individuals who do not follow handball at any level from the study sample. We also looked at age differences, and device usage. Given our results, it can be stated that thorough market research is important for effective marketing communication by a handball club on different social media platforms.
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The Examination of the Factors Influencing the Tween Segment’s Consumer Behaviour and Attitude towards Advertisements
31-46Views:184The importance and the relevance of the topic based on consumption psychology and advertising psychology can be approached from several aspects. The actors of business life managed to achieve that young people have become one of the most important target markets. Namely nowadays children and youngsters have been the most preferred target market, they are the future (consumers). Apart from this we live in a consumer society where goods are characteristically not only the tools of need fulfilment, but important influencing factors at the same time that form the basis of the formation of social status differences. In our present paper we examine that in 2015 in the web age how members of generation Z approach the subject of advertisements, what type of attitudes they have, and how these formulate their consumer behaviour or what are the motivating factors influencing nowadays’ teens when a customer decision is made. Hence our aim is to examine the consumer and media usage behaviour, the influencing factors, the motives, brand priority and attitudes towards advertisements of the tween segment living in Jász-Nagykun-Szolnok County.
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INVESTIGATION OF ETHNOCENTRIC BEHAVIOR USING THE CETSCALE MODEL
Views:114Nowadays, the protection of the local economy and society is strongly supported not only at the level of nations, but also at the global level. Our study was based on the CETSCALE model of Shimp and Sharma (1987), based on Sumner's (1906) concept of ethnocentrism. The consumer questionnaire survey was conducted in the fall of 2021 as part of an omnibus research on a representative sample (N=1000). The sample reflects the composition of the basic population in terms of gender, age, settlement type and regions. In the course of the research, in addition to descriptive statistical methods, factor and cluster analysis were performed in order to reveal the consumer segments formed along the lines of domestic ethnocentric values. Since in 2014 we already analyzed this set of statements in the framework of a representative large-scale study, we also had the opportunity to compare it with the results of seven years earlier. According to our expectations, the 2020 epidemic increased the commitment to Hungarian products. However, our preliminary assumption was not confirmed, during the analyzes it was revealed that there was no significant change compared to the previous state. Along the lines of the CETSCALE statements, it was possible to identify two factors and with their help to separate three segments, which were named Nationalist, Patriotic and Cosmopolitan based on their alignment with the value groups. It is in the fundamental interest of the actors of the domestic economy that the patriotic behavior is strengthened in the future, for which a strategy must be developed.
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A HAZAI ELEKTROMOS AUTÓIPAR VIZSGÁLATA – FÓKUSZBAN A FOGYASZTÓI MAGATARTÁS
Views:469Electric cars are becoming more and more popular in Hungary, and there is a growing trend in the European Union to consider new car sales. One of the main reasons for this is the Hungarian support system. In our study, the structure of the support systems for electric cars provided by the governments of the V4 region is presented in detail, and their effectiveness is presented as well. In the course of the research work, we performed secondary data analyzes and examined in detail the reasons for the popularity of electromobility.
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Family Roles and the Factors Influencing Purchases in the Case of Detergents
53-60Views:123In our paper we examined the detergent purchase decisions, consumer behaviour and the Hungarian adult female population’s related role. After reviewing the relevant literature we conducted a field research, the most important findings of which can be found in this article. Our paper focuses not only on the purchase decision roles within the family, but also on the examination of consumer behaviour related to detergent purchase also considering preferences, price sensitivity, and the attitude towards novel detergents. We also expand upon the effects of the external social environment exerted on families.
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Experience seeking behaviour of generation X and Y in Hungarian health tourism
47-56Views:163In tourism there is an increasing demand for those medical and wellness supplies that offer enyojable experience. The appearance of television had huge influence on the formation of leisure time amongst X generation (born between 1965 and 1976). The aim of the present study was to compare generation X and Y according to experience seeking behaviour. We supposed that Y generation is more involved in wellness tourism and active recreation than the older X
generation. The sample consisted of 275 persons. X (n= 60) and Y (n = 89) was questionned on the internet. X (n = 84) and Y (n = 42) was questionned in Barack Thermal Hotel & Spa****. We used own, non-valid questionnaires. Amongst generation X, there were 33 persons who primarily wanted relaxation and time off. 16 persons chose recreation, 9 had medical purposes and 2 persons wanted to have amusements. Amongst generation Y, there were 55 persons who
primarily wanted relaxation and time off. 16 persons chose recreation, 1 had medical purposes and 17 persons wanted to have amusements. We did not find statistically significant differences between generation X and Y in the aspect of active recreation and wellness tourism. Further research required to differentiate experience seeking behaviour amongst generations. -
The Examinati on of Consumer Behaviour in the Case of Dairy Products
35-37Views:106In our paper we aimed to examine the milk consuming habits of the Hungarian populati on. We highlight how oft en and what type of dairy products are consumed by the populati on, what are the factors that infl uence their purchasing and consuming habits.
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The interrelationship between the factors influencing retail selection behavior and FMCG market network
77-82Views:228From the consumer behaviour perspective the role of retail selection have a salient importance. Hence in the case of FMCG markets network development as a key area of store chains’ distribution systems is a substantial tool in competition for customers. In our paper we investigate the main network development influencing factors in the case of main store chains is Hungary. We also detail the relationship between the size and the change of store chains and the consumer store choice, possibilities, and the freedom-level of decision making
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A PASSZÍV SPORTFOGYASZTÁSI SZOKÁSOK VIZSGÁLATA A DEBRECENI EGYETEM GAZDASÁGTUDOMÁNYI KAR HALLGATÓI KÖRÉBEN
Views:51Nowadays healthy lifestyle and physical activity are receiving more and more attention around the world of which regular exercise and proper nutrition are an essential part. Physically active lifestyle plays a significant role in maintaining physical and mental health. The growth of physical activity in the last ten years can be detected both at the domestic and European Union level. Today most of the people spend increased time on active and passive sports activities. Demand for sporting goods, various live sporting events and broadcasts has also increased significantly. The aim of our research is to assess the passive sports consumption habits of young people, around the students of the Faculty of Economics of the University of Debrecen, based on the earlier mentioned facts. The topicality of the topic is unquestionable as the University of Debrecen provides more opportunities for its students to do active and passive sports activities than ever before.
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Product design with a marketing approach
264-272Views:132An engineer and creative artist of an industrial product – the designer – conveys significant added value into his object. Not only with respect to its appearance but concerning its functionality, technical and even economic, sales promoting content as well. In our paper we are investigating the nature of this process. We try to show that the promotional approach is one of the dominant features of design. It aims to create a product that is capable of selling itself. As the examples of the classics, H. Ford and R. Loevy had proved a hundred years ago, it does not render advertising superfluous but forces it to the background. A special feature of designer products is that they do not only formulate our angle but can be sold at extra profit. The modern attitude of „use it and discard it” is being replaced by more concerned consumer behaviour. It is creating a new quality. Just consider the environments (of V. Panton), the designer hotels, the „dream car designs” and today’s trends in vehicle design.
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The Children’s Role in the Food Purchase Decision-Making Process
78-86Views:108In our present paper we wish to give a closer picture of store, product and brand choice in the food purchase decision-making process. We examined the role played by children in the family purchase decision-making process, especially in store, product and brand choice at daily and big shopping. In our research we applied - apart from bibliography review and secondary research - primary qualitative (deep interview) research. On the basis of our qualitative research findings children play an important role in the family purchase decision-making process, but this role is not dominant. According to our research findings children play a bigger role in the store choice at big shopping and in the product choice when they choose the product for their own consumption.
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The Examinati on of Chocolate Consumpti on in Jászság among Young People in their Twenti es
82-91Views:94Nowadays hyper- and supermarkets, which have been opening by the dozen, have been off ering various price ranges and fl avour categories of chocolate for customers. Apart from premium quality chocolate, they also off er their own brands. According to Hungarian manufacturers and retailers in the last couple of years a positi ve shift can be observed towards quality chocolates, fi rst of all chocolate fi gure products made from milk chocolate and exclusive desserts that are
bought in large quanti ti es despite their high prices. What factors (price, fl avour, and brand) and to what extent infl uence our choice of products? The aim of my paper has been to reveal and analyse the chocolate buying habits of young people in their twenti es.