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• Game-meat Consumption Behavior the Image and Market Positioning of Quality Venison

  141-147

  Dorisz Torma

  Nikoletta Fülöp

  Viktória Szente

  Views:

  44

  The purpose of our research is to understand the wild game meat, and more specifically, venison consumption behavior of the Hungarian population. In order to examine the issue, we have conducted questionnaire surveys as well as focus group interviews. Only 36.6% of the respondents reported that they consume game-based foods with some frequency. The main reason for the low consumption rate is related to the price of wild game meat which consumers consider too high. Based on focus group interviews, we concluded that the main problem is that most people do not even consider trying game-meat as they do not know about possible preparation methods. The results of our questionnaire survey reveal that 22.4% of the population has consumed red deer, while fallow deer has only been consumed by 7.7%. The respondents primarily associate deer meat with men, as they consider hunting and the preparation of wild-game foods a masculine activity. In Hungary, deer meat is a lesser known product considered to be a luxury good, for which a new marketing communication and sales strategy is needed. Limiting factors include unfamiliarity, high price and that respondents consider wild-game a seasonal product.

• The Actual Questions of the product and the Consumption of Soltvadkert' Wine

  125-131

  Edina Lendvai

  Adrienn Nagy

  Views:

  47

  In our work looking for the answer for the next questions: What is the current situation for winemakers nowadays in Soltvadkert. What is the reputation of their wine? What do local habitants think about the wine of their city? What is the opinion about it the tourists? Do the people remember to the counterfeit wine? To know the answers we make qualitative and quantitative survey. We made 5 interviews with viticulturist on Soltvadkert. We asked them about the market-opportunities, the effects of economic crisis, the impact of import wines, the connection between the local winemakers, the trends of Hungarian wine-consumption. The questions for the consumers are the follow: The consumption habits linked to the wine, the knowledge about the winemakers of Soltvadkert, the wine-purchasing habit. We asked 100 local residents and 100 tourists. The result of this survey is the SWOT analysis, which we made and show in this article.