Articles

• Wine Consumption Habits in Hungary

  3-20

  Beatrix Lenkovics

  Gabriella Soós

  Andrea Lugasi

  Views:

  169

  Wine production and consumption varies widely from country to country, due to the diversity of the world's wine-producing regions and consumer preferences. The wine sector is a global market where wine production and consumption trends are constantly evolving. In recent decades, the world wine market has undergone a complete transformation, and Hungarian wine culture has also undergone significant changes. Every culture of every age has had its own ideas about wine, wine making and wine consumption. The wine sector also faces the challenge of changing consumer preferences. The research aims to understand the wine consumption habits of domestic consumers. The research will explore the aspects of wine choice, where wine is consumed and where wine is purchased. Wine consumption in Hungary is a small part of the daily consumption, The results of the research show that wine consumption in Hungary today is related to income. Improving the income situation increases the frequency of wine consumption. Further results show that wine was purchased in higher amount by people with higher incomes and higher education levels, which is similar to the consumer audience in most countries. The transformation has been generated by the emergence of new viticultural and oenological technologies based on scientific results, the increased demand for quality, the spread of producer sophistication and the emergence of a discerning wine consumer class.
  
  JEL Codes: L83, M31

  PDF (Hungarian)

  195

• Comparative Analysis of the Online Shopping Experience of Gymbeam and Myprotein Websites Using Eye-Tracking Research

  21-30

  Fruzsina Flóra Bánszki

  Henrietta Mónika Boros

  Views:

  148

  The interest in a health-conscious lifestyle and the spread of digitalisation are gradually increasing the demand for online grocery shopping. In this context, the aim of our research was to explore the factors that consumers encounter during the shopping process in the GymBeam and MyProtein online stores. Different methods were used in the research. Besides an eye-tracking research, a follow-up questionnaire and a focus group discussion were conducted. First, a literature analysis was conducted, which provided insights into the purchasing habits of health-conscious consumers of products perceived as healthy online. Subsequently, 38 participants in the eye-tracking research study viewed the main pages of the GymBeam and MyProtein websites, the precieved as healthy product category pages, and two specific own branded product pages. After the results were collected, participants completed a follow-up questionnaire to help understand the demographic background. Finally, a focus group discussion with 8 participants was used to gain deeper insights into consumer preferences, impressions and online shopping behaviour. The results of the research suggest that companies need to pay particular attention to visual appearance, as packaging and online promotional strategies have a significant impact on consumer decisions. The results suggest that online stores should ensure that product information is presented in a clear and concise manner, design the location of the promotions bar and consider using pop-ups in this way to effectively target customers.
  
  JEL Codes: M31, I12

  PDF (Hungarian)

  77

• The Impact of Influencer Marketing on Consumer Motivation and Awareness in the Dietary Supplements Market –Exploratory Research

  31-42

  Csilla Rimóczi

  Mária Alekosz

  Views:

  335

  This study explores the impact of influencer marketing on consumer motivation and awareness in the dietary supplements market. The increasing prevalence of social media and its integration into daily life has positioned influencer marketing as one of the most dynamic and influential tools in targeting younger generations, particularly the z and y generations. This study examines how influencer marketing affects purchasing behavior, with an emphasis tin the health-conscious lifestyle trend. Through a combination of secondary and primary research, the study identifies key trends and motivations driving consumer behavior in the dietary supplements sector. Six qualitative in- depth interviews were conducted with participants aged 24 to 35 from the y and z generations. These interviews highlighted the importance of health consciousness, social media influences, and individual trust in influencers’ credibility. Participants’ motivations for using dietary supplements include health maintenance, energy boosts, and convenience, though skepticism towards influencer-promoted products persists. The findings suggest that while influencer marketing holds significant sway over generation Z consumers, authenticity, scientific backing, and the influencers’ credibility play critical roles in determining their effectiveness. Conversely, generation Y consumers demonstrated a greater degree of skepticism towards influencers and placed more emphasis tin staff research and expert opinions. The study concludes that responsible influencer marketing practices and better consumer education are essential. These include transparent, scientifically grounded communication lake mitigate potential misinformation. The insights gained contribute lake understanding how generational differences shape consumer engagement with dietary supplements and highlights the need for regulated marketing practices lake ensure ethical promotion in this growing market.
  
  JEL Codes: M31, I112

  PDF (Hungarian)

  245

• Market Challenges in the Marketing of Meat Products, Especially in Terms of Consumer Behavior

  43-55

  Tamás Marczin

  Bogrlárka Brumár

  Mihály Soós

  Views:

  99

  In recent years, the food industry has been facing new challenges related to consumer demands. New trends are replacing the old familiar ones, affecting the consumption of meat products and the acceptance of processed products. In the Hungarian context, it is also noteworthy that consumer behaviour is particularly price-sensitive. In this new market environment, meat industry operators, including companies developing stuffed meat products, need to engage in marketing activities that will enable them to sell their products successfully. The aim of this research is to highlight the factors that determine this process from the point of view of consumer preferences and the players in the sector. The results of the research show that the majority of consumers consume meat products on a weekly or daily basis. In terms of diet, there is an even split between fresh and processed products and mixed consumption. In terms of meat preferences, the vast majority of consumers prefer to consume the well-known and traditional meat products: chicken, beef, pork and fish. Few people include meat products that are specialities of the national cuisine (rabbit, duck, goose, game) in their diet. A similar trend can be observed for attitudes towards stuffed meat products, where the taste and product are typically dominant in purchasing decisions. This suggests that domestic consumers continue to consider meat products as an important factor in their diet. However, it is precisely because of this fact that operators in the product field need to adopt a marketing strategy that takes account of consumers' price sensitivity, their conservative attitude and the fact that they identify the product group as a staple food. Thus, in the case of product development by introducing a new flavour or changing a key product characteristic, it is important to introduce and promote it in a considered way, as this will make consumers more willing to incorporate it into their purchasing decisions.
  
  JEL codes: M31, Q13, Q18

  PDF (Hungarian)

  66