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• Examining of Fruit and Vegetable Consumption Among the Hungarian Consumers

  79-89

  Imola Szabó

  József Lehota

  Views:

  353

  The importance of fruit and vegetable consumption is emphasized by promotions, recommendations, and domestic and foreign researches. According to the results of Hungarian research, consumers with high education and high income are the fastest to commit to a healthy lifestyle (of which regular consumption of fruit and vegetables is an integral part). The present study examines fruit and vegetable consumption through focus group interviews examining two distinct segments; full-time undergraduate students as well as full-time adults. The reason for choosing the two segments was based on the literature, according to which lifestyle research shows that the supportive family financial background of students helps to make this segment more health-conscious, while full-time adults with higher education and income are also more health-conscious consumers. Based on the results of interviews with six groups – three with students and three with full-time adults – it can be stated that among the participants the reasons for consuming fruit and vegetables are health awareness, and in many cases the family pattern is a determining, moreover important aspect that vegetables and fruits are very much loved. However, despite their commitment to a healthy lifestyle and fruit and vegetable, most of them have never heard of fruit and vegetable promotions. As a result of the focus group research, it can also be observed that income is a determining factor, especially in the face of rising prices. In addition to consumption patterns, the research also addressed the issue of branding, the results of which suggest that geographical indications are still more important than the creation of a stand-alone brand name.

  JEL Classification: I12, P46

• Qualitative Analysis of Consumers’ and Experts’ Perceptions of Energy Drinks

  51-63

  Alexa Berencsi

  András Fehér

  Views:

  465

  Energy drinks are very popular products, as evidenced by their high soaring market value. However, perceptions surrounding beverages often take extreme forms, both among consumers and experts. Our research aim is to get closer to expert and consumer insights using qualitative methods. The study consisted of three main parts: the first was a netnographic study, while the authors successfully separated 3 online consumer groups. This was followed by a closer examination of each group. We interviewed four prominent representatives from three disciplines, asking about the differences between coffee and energy drinks and their effects on the body. This was followed by an examination of the consumer side through two focus group discussions of 8-8 people. Participants in one group are supporters of consuming energy drinks and in the other group are opponents of consuming energy drinks. Both conversations took place under the same conditions, based on a similar scenario, which included several questions as well as tasks that shaped projective techniques. The results of the research can be attributed to the statement that the assessment of energy drinks contains many contradictory elements, yet those interviewed during the research and the known literature sources all emphasized the importance of moderation.

  JEL Classification: M31, Q13

• Qualitative Investigation of Salt and Sugar Free Nutrition in the Canned Vegetable Market

  71-82

  Henrietta Mónika Boros

  Views:

  301

  “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