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Analysis of University Students’ Behavior Towards Online Grocery Shopping Based on the TAM-Model
3-19Views:435These days new, alternative forms of sales such as parcel delivery, direct sales, telephone and the internet are playing an increasingly important role in commerce. Relevant literature and statistics prove the success of e-commerce at national and international levels. Our aim is to identify a segment of online sales where this performance is still modest. Online grocery shopping has not been integrated into consumer’s life so far compare to other market-leading product categories (clothing, footwear). During the secondary research, we conducted extensive literature analysis using national and international sources. In the course of primary research, a questionnaire survey was conducted as a quantitative procedure. 501 students were involved from the Faculty of Economics of the University of Debrecen in this non-representative survey, in which we sought to reach as many cultures and nations as possible. Our main goal was to answer the question of the factors behind the development of online consumer preferences in the fast moving consumer goods (FMCG) product category. For this the Technology Acceptance Model (TAM) was applied in the primary research. The Likert scale was applied to assess the students’ position on the topic. The 18 statements underlying the analysis were adapted from the researches of Radka and Martin (2018). After the reliability test, a factor analysis was made. The variables were compressed into three factors. Because of the better understanding, the exploratory factor analysis and the data reduction were separated. Principal component analysis was made on the statements belonging to each factor. Subsequently, a cluster analysis of four was conducted or four clusters for Hungarian and foreign students. The hypothesis about the attitude towards buying food online among the FMCG products is more reserved for Hungarian students than for foreign students has been proved.
JEL Classification: M31, Q13
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Are We Going Green Online Too? Consumers’ Attitude Towards Companies’ Ecomarketing Communication in Online Space
3-19Views:263Nowadays environmental protection is one of the most pressing global topics that appears in more and more corporate promotions. The expansion of the Internet and the rise of the digital world and social media have opened up new opportunities for companies to carry out green promotional activities. The purpose of the study is to examine the attitude of consumers in the online space towards the promotion of companies related to environmental protection and to propose different strategies in this regard. In this article, using netnographic research method, the comments received under the environmental protection related Facebook posts of the top 12 Hungarian FMCG (Fast-Moving Consumer Goods) companies are analyzed and users are segmented, based on their attitude and reactions. Three main groups (supporters, critics, objectives) and eight subgroups can be distinguished (idealists, humorists, interested, helpless, experienced, smartass, informants and whishers) in the case of companies' Facebook posts related to the environment. Critics can generate negative eWom, while supporters can generate positive online word of mouth for the company. Finally, regarding the treatment of different segmented groups, we formulate online and offline strategies that companies should follow. It is recommended for companies to continuously monitor and analyze online comments, since with the help of feedback they can improve their operational activities and avoid image damage caused by negative word of mouth.
JEL Codes: M31; M37; F64 -
Analysis of Food Consumer Behavior in Online Environment – Literature Review
67-78Views:765Nowadays new, alternative forms of sales such as parcel delivery, direct sales, telephone and the internet are playing an increasingly important role in commerce. Relevant literature and statistics prove the success of e-commerce at national and international levels. Our goal is to identify a segment of online sales where this performance is still low. Online grocery shopping has not been integrated into consumers’ life so far, compared to other market-leading product categories (clothing, footwear). During the secondary research, we conducted extensive literature analysis using national and international sources. Our main goal was to answer the questions about which product categories are popular during online shopping and what are the factors behind the development of online consumer preferences in the FMCG product categories, which are the influential advantages and disadvantages of packaged and fresh foods, and which are the sources of information that most impact customers. Overall, worldwide categories such as travel, books, music, events, fashion, IT / mobile, electronics are the most preferred product categories among consumers in the online retail environment. From its previously neglected position, online grocery shopping has grown and become one of the fastest growing area in the world. Factors behind increasing consumer interest include convenience, home delivery, 24-hour availability of online stores, and avoiding queuing. In addition, customers can easily access information before ordering through a variety of marketing communications tools. The most common information gathering tools are digital channels.
JEL Classification: M31, Q13
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Qualitative Investigation of Salt and Sugar Free Nutrition in the Canned Vegetable Market
71-82Views:329“Free from” products as important components of a health-conscious diet are prevalent on store shelves. Our research is based on the analysis of the market situation and introduction possibilities of a potential canned vegetable that can even satisfy the needs of consumers for salt and sugar free meals. Secondary data and information collection provided the basis for further research. In the primary research, we used three qualitative methods, which were netnographic examination, expert interview, and focus group research. In the course of netnography, we examined consumer needs for salt and sugar free canned food on the Internet, mainly on social media, based on pre-collected keywords. The interview with an expert in the canning industry focused on the specificity of canned food and the position of “free from” canned food. Focus group research was composed to learn about the perceptions of university students about both canned food and their customers alike. Among other things, we have shed light on the fact that consumers associate the expression “free from” with the word health, but emphasizing “free from” nature of the product can create a sense of lack. Examining “free from” canned food, we found that young, time constrained, health-conscious consumers can be the target group. Due to the target market, we recommend promoting it on online platforms, where it would even be advisable to use educational campaigns.
JEL Codes: M31, Q13
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Nutritional Significance of Eggs as a Basic and Functional Food
7-22Views:697The image of table eggs and egg consumption habits were negatively influenced by the American National Cholesterol Education Program based on the misperception that dietary cholesterol affects serum cholesterol levels in blood. Research in recent years, which is less well-known and widespread in the public awareness, has refuted this theory. Eggs are miracle foods containing 40 proteins and 18 amino acids, and rich in vitamins and minerals, with the same biological value as breast milk. Moreover, eggs have functional properties which can make it one of the possible tools for improving public health because it reduces the risk of a large number of diseases, and helps brain function and foetal development, and strengthens the immune system. Nevertheless, the Hungarian egg consumption and production were down in recent years. Stopping and reversing this trend are needed as quickly as possible. The aim of this study is to summarize the latest research results on eggs and its nutritional significance, which is able to provide a basis for adequate information to consumers and updating the knowledge of related disciplines.
JEL codes: I10, M30, Q13
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Investigating the Factors of a Healthy Lifestyle Among Amateur Sportsmen
61-70Views:351Worldwide, there is a growing demand for health-conscious lifestyles and, according to Gfk’s surveys, this trend is becoming increasingly prevalent in Hungary. In this study, middle-aged hobby sportmen were asked about their attitudes towards a health-conscious lifestyle with particular emphasis on eating and consuming functional foods. This research is based on in-depth interviews with four amateur athletes on the topics above. When preparing the interviews, great emphasis was put on the spontaneous responses and reactions of the subjects. According to our results, amateur athletes who take part in a training session several times a week, pay special attention to healthy eating and the appropriate exercise activities, which are complementary to training. They eat and maintain the functional foods required for a given workout, and they have serious professional knowledge. However, their main sources of information are typically not personal consultations with professionals but information available on the Internet.
JEL Codes: I12, M31