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Farmers' Markets on the University Campus
41-56Views:386Short food supply chains are increasingly studied areas of international studies. Many see their spread as the solution to sustainability in agriculture. One of its defining sales channels is farmers' markets, their number has grown dramatically in Hungary in recent years. Many studies analyse the consumers of farmers' markets worldwide, but only a few studies examine the relationship of university students with farmers' markets. However, there are examples of this in the USA; it is even typical that farmer's market is organized on university campuses. University students are not typical buyers of farmers' markets, but they will be the consumers of the future, so it is worth examining their habits and needs. With the help of a questionnaire filled out by 382 university students, we investigate whether there is a difference between the food shopping habits of the university students examined in previous studies and the ones analysed in the current study. Do they have clearly identifiable habits of purchasing on the farmer's market? Is there a demand to organize farmers' markets on university campuses in Hungary? The food shopping habits of university students studying in Hungary are largely the same as the habits of university students examined by previous research. For university students, the price, comfort, the selection, and quality aspects of the products dominate. 31% of the university students, who filled out the questionnaire, have never shopped at a farmer's market; while among those, who purchase there food, only 21% do this regularly. The main obstacle for non-regular shoppers is the distance from farmers' markets, which can be solved by organizing farmers' markets on university campuses. 95% of the sample is open to this, so it would be worthwhile to conduct separate research for each university and put the positive results into practice.
JEL-Codes: O13, P46, Q13 -
A HÍR védjegy ismertsége és beágyazódottsága a magyar fogyasztók körében
81-97Views:203The Traditions-Tastes-Regions (TTR) programme has more than 20 years of history, promoting and economically stimulating the traditional and local food products of Hungary. Since 2002 the TTR is a registered trademark and used for product differentiation. At the end of 2018 altogether 92 producers with 176 products had the right to use the trademark. The Geographical Indications Programme – initiated by the Hungarian government in order to increase the number of the Hungarian GI products in the EU register – is also based on the TTR initiative. The demand of the Hungarian traditional food products in general, as well the supply side of the TTR programme is well described by the literature, however the field of the consumers’ relation with the TTR trademark seems to be undiscovered. In spite of this background, this study tries to describe the recognition and the embeddedness of the TTR trademark among the Hungarian consumers. Part of an international survey conducted by the Strength2Food H2020 research project, the TTR trademark was analysed on a sample of 444 Hungarian consumers, retrieved from an online survey. Results suggest that the almost 40% recognition of the TTR trademark significantly exceeds recognition of the EU geographical indications labels. However, only roughly 10% of the consumers seeks purposefully food products with TTR label. Regular buyers of such foods usually seek for meat products. Based on the binomial regression models the recognition of the TTR trademark’s logo is significantly higher among female, older and non-vegetarian consumers with lower income levels. The place of regular purchase is also statistically significant: consumers with regular purchase in organic shops and in short food supply chains (directly from the producer) tend to be more aware of the TTR logo. Regarding the regular consumption of such products we can say that males and consumers shopping in supermarkets and discounters are becoming a frequent buyer of TTR products with a higher probability.
JEL Codes: M31, M37, O13, O34, Q13
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The Role of GI Products in the Hungarian Food Discounters
3-18Views:152More than 25 years ago, the European Union (EU) has established a sui generis system of geographical indications (GIs) for identifying the products which quality, reputation or other characteristics are linked to their geographical origin. By the end of 2018 the official register of the European Commission (the DOOR database) included 1448 registered food products with GI label, but their number is continuously increasing. For several reasons, we examined the discounters operating in Hungary in order to estimate the market size and price premium of GI foods in Hungary. Firstly, discounters’ share in the Hungarian food retail sector is continuously growing and reaching the majority of the average Hungarian consumers. Secondly, their typical feature is that their supplies are almost constant and limited, discounters target the price sensitive consumers, so the minimum level of price premium can be defined here. In this study, we would like to estimate from below both the market size of Hungarian GI products and the price premium of GI products compared to their direct substitute products. To gather real life data, we have gone mystery shopping for a year every month (January-December 2018) to an Aldi, Lidl and Penny Market retail shop located in Budapest. We collected data of available GI products and their closest substitute products which were available in the shop and then we analysed the dataset consist of several hundreds of observations. Our results show that the number of GI products available in the Hungarian discounters is very limited, however, their supply is quite permanent. The majority of GI foods available in Hungarian discounters are Italian and the average price premium was around 43% with remarkable differences. Our results show that currently GI food products have limited importance in the Hungarian food market as they are rarely available. On the other hand, a real price premium for GI products exists in the Hungarian market and an even higher price premium might be expected in less low-price oriented food retailers.
JEL Classification: M31, M37, O13, O34, Q13