Search

Search Results

• Perception of Italian Food Industry Products among Hungarian Consumers

  31-52

  Boglárka Figeczki

  Róbert Sándor Szűcs

  Marietta Kiss

  Views:

  59

  The role of food marketing is increasingly important, as the food market is highly competitive and sensitive to economic, cultural, and social changes. Understanding consumer behavior in the food market is key to developing effective marketing strategies. Our research aim was to examine the impact of country of origin as a factor influencing consumption, specifically for Italian food products, on the Hungarian market. Using quantitative and qualitative methods (i.e., a questionnaire survey and two focus group interviews), we examined the respondents’ Italian food purchasing habits, preferences, and attitudes towards “Made in Italy” products. The results show that country of origin influences consumer decisions, especially for frequent buyers of Italian products, who associate higher quality, special taste, and freshness with these foods. At the same time, consumers’ price sensitivity may be a limitation in the application of premium pricing. Based on the attitudes toward Italian food, consumers have been classified into three distinct segments (“Rejecters,” “Neutrals,” and “Enthusiasts”), and it was found that with increasing socio-economic status, attitudes toward Italian products are also improving. Emphasizing excellent quality and unique flavors, as well as consciously utilizing segment-based word-of-mouth advertising, can play an important role in promoting “Made in Italy” foods on the Hungarian market.
  
  JEL Codes: M31, Q13

• International Market Segmentation of European Countries Based on Sports and Health Consumption

  33-49

  Marietta Kiss

  Noémi Dóra Farkas

  Views:

  393

  Differences in development of European countries can be seen in many areas. Differences in household expenditure, income inequality and life expectancy have already been revealed by a number of previous studies. However, relatively little attention has been paid to the international variations in household health, sports and recreation spending. In our research, therefore, European countries were segmented on the basis of, among other things, household health, sports and recreation expenditures, pointing out that the level of these expenditures is related to other dimensions of development. As a result of our research, the authors managed to separate four clusters of European countries in terms of sports consumption and three clusters in terms of health consumption, with useful lessons for economic and social policy or profit-oriented companies considering international expansion in the health, sports and recreation markets.

  JEL Classification: I12, I14, I15, M30, Z20