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• The Effect of Product Information on the Consumer Behaviour in the Course of Food Purchase

  73-83

  Gabriella Soós

  Views:

  187

  This study investigates the course of the consumer’s information progression in order to underlie further quantitative and qualitative researches. This survey reviews the whole process of the information progression through which the consumer can decide which product to choose. The optimal consumption structure is configured by different principles and effects, and on the other hand every consumer is influenced by a diversity of information during the decision making process and the usage as well. The process of how individuals elaborate this information depends on numerous factors. The demographic and personality factors, qualification and profession, extant knowledge, the motivation for looking for information are very important as well as the evaluation of data. The cognitive, conative and emotive attitudes play an important role in the different stages of the information processes. The diverse information sources have a different effect on the consumer, too. The effectiveness of the information transfer is influenced by the consciousness of the consumer and how voluntarily they want to optimize their decision. In this process the extent to which they are concerned (for example a disease or prevention) plays a remarkable role. An important function of the stakeholders is to support the consumer’s decision with incomplex, laconic and authentic information. Without this the intended communication may generate a contradictory effect, however too much information may lead to rejection.

  JEL codes: M31, P36

• Drivers of Local Food Product Consumption among Young Consumers

  21-39

  Judit Beke Lisányi

  Marietta Balázsné Lendvai

  Ildikó Kovács

  Views:

  375

  Future trends in sustainable food consumption include, among others, the expansion of short food supply chains coupled with a shift in consumer behaviour, e.g., a growing interest in product information, increased appreciation of trust towards local producers and locally produced food. There is a growing body of literature on local or alternative food to address the problem of consumer behaviour called the buyer's "black box". This paper aims to identify the most prominent drivers for the segment of young consumers for purchasing healthy and quality products: curiosity, uniqueness, and experience. We conducted this study to direct the attention specifically to the buying behaviour of young consumers, as previous research found this segment the most open to sustainable food consumption. A quantitative study was conducted on a large-sample survey with respondents aged 18 – 45 in Hungary. The questionnaire focused on product features, intrinsic and extrinsic motivational elements, and demographic characteristics. The findings of this study can support managerial decision-making and serve as a basis for further academic research.
  
  JEL-Codes: A13, F64, M21, O13, P46

• Sports Activity vs. Consumption of Dietary Supplements

  35-48

  Fanny Liska

  Ildikó Kovács

  Zoltán Veres

  Views:

  745

  Previous research on consumption of dietary supplements and consumer motivations has shown that there are different motivations behind their widespread consumption in recreational and competitive sports. This research examined the consumption of the main nutritional supplements, the relationship between different forms of sports and dietary supplement consumption, as well as their relationship with age.  The questionnaire survey was conducted by telephone among those who mainly exercised recreational sports activities and a total of 236 valid responses were obtained. The sample is gender-balanced and overrepresents younger segments by age groups. The majority of recreational athletes interviewed in the research are among the potentially stable consumers. Only 10% does not consume and does not plan to use supplements. The interview recorded the main types of supplements (vitamins and minerals; amino acids, proteins; essential fats, etc.) as well as the preferred forms of sports (device-free and device-intensive aerobics and cardio; fitness and team sports). As for the purpose of consuming dietary supplements it can be said that the main motivator is the preservation of health, followed by the improvement of physical well-being, cartilage protection, muscle gain, and then performance enhancement. Among other things, the research revealed differences in consumption motivations for dietary supplements by age group, the relationship between sports type and dietary supplement consumption. Health preservation as motivation spans different age categories, however, cartilage protection and improvement of physical well-being are more typical for the 25+ and 35+ age groups, while supplements consumed to increase muscle mass and performance shift to the younger side of the sample.  Different patterns appear for each type of sport, only the outstanding rate of consumption of vitamin preparations is the same. Device-free aerobic and cardio 91%, device-intensive aerobic and cardio 88% and fitness sports 85% are the proportions of people who often consume vitamin preparations several times a day, once a day or several times a week. The results suggest that the primary driver of the use of dietary supplements is the preservation of health, but product knowledge is an important consideration, as excessive intake of these supplements can even lead to damage to health.
  
  JEL Codes: I12, M31, Z2