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  • Honey consumption and purchasing habits in Hajdú-Bihar county
    88-101
    Views:
    152

    The main objective of our research is to present the market situation and conditions of the Hungarian beekeeping sector from the perspective of consumers. We considered it appropriate to present the beekeeping market because the European Union is the second largest producer of honey in the world, and Hungary ranks third in the EU in terms of the honey production volume. The changes in global and EU trade, market trends and changes in consumer habits are significant influencing factors in terms of domestic conditions. The market situation is presented through a review of the relevant domestic and foreign literature, and we analysed statistical databases to examine the topic (data provision of beekeeping programs of the European Union member states, CSO, OMME, Statista database and reports). The consumption of honey by the Hungarian population has been slowly increasing year by year, but we are still below the European Union average. Honey is our basic food of animal origin; it has many beneficial properties, so the study of consumption and purchasing habits is an important issue. To analyse the consumer and purchasing habits, we chose the questionnaire survey method. In our research, we sought the answer to how and in which direction honey consumption and purchasing habits have changed in Hungary today, and whether there are any regional difference based on the answers of the respondents. The online questionnaire was structured according to the 4Ps of the marketing mix; accordingly, we had questions about the product itself (honey), its price, place of purchase, promotion opportunities and the way and frequency of honey consumption. The results obtained from the survey were evaluated, subjected to descriptive statistical analysis, and then analysed for correlations based on background variables including gender, age, education, type of settlement, and county. Responses were evaluated using the SPSS 22.0 data analysis and statistics program. The results of the sample are not representative, but they well represent and summarize the situation.

  • Online shopping behaviour in the Northern and Southern Great Plain Regions
    13-24
    Views:
    141

    The aim of our study is to reveal the attitude of consumers related to online shopping, the advantages and disadvantages of online purchasing, the regional characteristics of purchasing food online. The literature review was carried out by a comparative analysis of the publications of the factors influencing the purchase decision, the advantages and disadvantages of using online channels as a priority. The secondary research, in addition to the changes in global and then Hungarian online retail, the FMCG sector and customer behavior. Primary research the survey was conducted using a standardized, structured, online questionnaire with the participation of students from the University of Debrecen and the Sándor Wekerle College of Business. The socio-demographic characteristics of the respondents (623) were measured according to the defining characteristics of online shopping. The rate of online shopping by residents living in the Great Plains region is 6 percentage points lower than the national average, poor result in the online purchase of food. The advantages of online shopping, the importance of convenience and saving time is rated equally, while other factors, e.g. the assessment of home delivery was different. Diadvantages are the terms of payment and data security. The future intention to buy online is uncertain and they imagine it within limits, and the potential purchase can only be linked to durable foods. Region-specific and product-specific (food) analysis of online shopping. Attitudes towards online shopping, based on regional characteristics, justify the fact that it would be more appropriate for store chains to use a differentiated marketing strategy, which may primarily affect marketing communication and sales organization.

  • The social media’s influence on hungarian women’s health-consciousness
    1-12
    Views:
    227

    Online media marketing is getting greater influence on the daily life, on the consumer and purchasing habits and on our health consciousness. The main goal of the research is to explore what the Hungarian women associate with health-consciousness on different social platforms, how their consumer activity look like and what kind of special groups can be formed. First of all, the posts appearing on the topic of health-consciousness on different platforms were analysed through a netnographic research. Then, with the involvement of 409 women, the influencing factors were measured to the participants on these pages in terms of health consciousness via questionnaire survey. As a result, special consumer groups appearing in the social platform were quantified and recommendations were formulated for companies who base their marketing strategy on online arenas.

  • Qualitative study of customer and consumer behaviour towards spas and balneo cosmetics in the Central Hungarian region through own model development
    118-130
    Views:
    82

    The starting point for the presentation of the topic indicated in the title of the study is the use of spas in Central Hungary (mainly belonging to Budapest Spas cPlc.) and the purchase and consumption of balneo cosmetics (especially the Budapest Spas product family, which is Budapest Spas cPlc.'s balneo cosmetics family). Description of a theoretical model describing the system of relations between the influencing factors - built on the basis of literature and secondary sources. The practical significance of the topic covered through the theoretical concept is primarily the return to naturalness, in terms of the topic, to medicinal water and the purchase and use of cosmetics made from medicinal water ingredients. Following the presentation of the theoretical model, the research model concept is described, the factors of which have been supplemented with new determinants by the qualitative research results. The research model concept was developed by interpreting the results of two-phase qualitative data collection. The objectives (and outcomes) associated with the surveys were as follows. (1) With the help of online content monitoring (n = 50) the main factors of buying and consuming balneo cosmetics were identified. (2) With the help of individual research interviews (n = 20) the validity of the theoretical model was examined and the use of balneo, the main variables of the purchase and consumption of cosmetics were explored, highlighting the identification of consumer grouping directions that focus on consciously spent leisure time, health awareness and recreation. This publication focuses on the presentation of model development and key qualitative research findings.

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