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• Integrating QFD and Kano Model for the Introduction of Dietary Supplement Tablets

  3-18

  Ágnes Kotsis

  Balázs Darnai

  Views:

  306

  The University of Debrecen (UD) is aiming to enter the dietary supplements market with its own branded and self-manufactured products. The goal of our research is to determine the product characteristics which provide a competitive advantage for a dietary supplement capsule about to be launched and translate them into technological parameters of manufacturing. In this research, we aim to find out (K1) which product characteristics contribute the most and (K2) which technological parameters need to be focused on during production. To answer these questions, we integrated the Kano Model was integrated into the "House of Quality" (QFD) model and cluster analysis was conducted. By applying these methods together, we can get a clearer picture of which product characteristics to focus on in product development to achieve the highest increase in customers’ satisfaction. The responses of 298 individuals were analysed based on their consumption habits. According to our results, natural ingredients, scientific background of the University of Debrecen, and safety were attractive factors for identifiable target groups, moreover, the first two attributes contributing the most to customers’ satisfaction. Therefore, we also recommend indicating these on the packaging. Based on the House of Quality analysis, bioactive ingredients emerged as the most important technical parameter, so we recommend its adaption in production.
  
  JEL codes: I12, L11 L66

• The Online Marketing Activity of German Farmer Shops

  73-91

  István Füzesi

  Adrián Csordás

  János Felföldi

  Views:

  423

  The importance of digital marketing is increasing significantly. During the current pandemic situation, its shortcomings are even more easily noticeable. Due to the German consumers' green purchasing behaviour, the poor online performance of German farmer shops appeared. The aim of this paper was to analyse the usage of digital marketing tools in this field. A representative database was applied for the descriptive statistics and the principal component analysis as well. Five clusters were defined by the K-mean method. The research of 375 farmer shops highlighted shortcomings in the usage of the website and social media. More than 70% of the farmer shops did not operate any website or did not provide on it all the required information, while only 20% of the shops were available online as a webshop. The low share of digitally well-managed farmer shops (less than 3%) was revealed by the clustering method. These focus mostly on the sale of alcoholic beverages. The social media surfaces meant in the case of many shops the only contact to the consumers, however, the application of these platforms was not common according to the applied method. For the farmer shops, the lack of digital marketing could mean a disadvantage in a short period, however, the increasing importance of online appearance could cause the decrease of interest and sales for a longer period.
  
  JEL Codes: M31, O13, E21

• Advertising, Slogan and Superheroes – Persuasion Tools of Children

  47-57

  Bianka Barta

  Róbert Sándor Szűcs

  Views:

  356

  In our research, we have examined how often children and teenagers sit down in front of television screens and come into contact with television advertisements and other sales promotion tools used by companies. We mostly placed emphasis on brand-related cartoon characters, logos and slogans used by companies. The remembering rate is shockingly high, higher than is case of their parents. We can say that well-placed cartoon characters, logos and colors play a very important role in influencing children. All of these contribute to the development of brand loyalty, which – if develops during childhood – can last an entire lifetime.

• Local Meat Choice Aspects – Consumer Segments in Hungary

  3-20

  Bianka Szommer

  Viktória Szente

  Views:

  86

  Both the supply and the demand for sustainable and ethical food options are rising. However, the decision is not easy for companies, nor for consumers, on how to balance health, quality, sustainability, and costs. That is why we aimed to identify special consumer groups in Hungary based on their attitudes and value judgments, who can be targeted. Altogether, 27 regular meat consumers filled out the Q-grid based on their attitudes. For analysis, we utilized several mathematical and statistical software. With varimax rotation, five opinion groups were identified. For meat processors or producers, the most important target might be the “sustainable meat consumers” who seek quality, local products, but do not visit local markets. "Variety meat fans" are now more aware that quality is their top priority, and they may become the sustainable meat consumers of the future. The other three types are somewhat interested in price (“Price-driven, tradition-oriented”) or easy affordability (“Convenience-driven meat buyers” and “informed meat consumers”). To serve different needs, it is essential to raise awareness of sustainable meat consumption; however, the marketing tools can vary across segments.
  
  JEL Codes: Q01, Q13