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• Chocolate Consumption Habits of Hungarian Women and Their Consumer Behaviour Regarding Sugar-free Chocolate

  3-20

  Marietta Kiss

  Fruzsina Kathy

  Views:

  243

  In line with the global trend of health and wellness, there is now an increased demand for products that have a positive effect on health (or that are at least less unhealthy), such as sugar-free or reduced-calorie chocolate, especially among female consumers. Therefore, in our research, we set out to explore the chocolate consumption habits of Hungarian women, with particular regard to consumer acceptance of sugar-free chocolate. In the course of our primary research, we conducted an online questionnaire survey with the participation of 370 female respondents, during which we explored some elements of their consumer behaviour related to conventional and sugar-free/reduced-calorie chocolates; moreover, possible differences in the willingness to pay for sugar-free and conventional chocolates were also examined by using the packaging of two real, 100 g Stühmer milk chocolate bars and their modified versions as well. According to our results, the vast majority of women interviewed like chocolate, with milk chocolate being the most popular. Most of them eat chocolate a few times a week, but consumption of sugar-free/reduced-calorie chocolate is much less common. When buying chocolate, the respondents are clearly most influenced by the taste, which is followed far behind by the price, and then the healthiness of the chocolate. Most of the women asked are interested in sugar-free and reduced-calorie chocolates, the majority of them consume such products because of health awareness. The respondents’ willingness to pay for sugar-free chocolates is not lower compared to the versions sweetened with sugar, but the willingness to pay reaches the market price only in the case of a gift purchase; in the case of a purchase for one’s own consumption, it mostly falls short of it.
  
  JEL-Code: M31

   

• Examination of Margarine Preferences Among College Consumers

  3-12

  Péter Czine

  Zoltán Szakály

  Péter Balogh

  Views:

  163

  The purpose of this study is to investigate the applicability of discrete choice experiment and thereby assess consumer preferences for margarine among students of the University of Debrecen Faculty of Economics and Business. The questionnaire was based on a focus group interview where the most important product attributes (price, fat, salt and sunflower oil content) and their levels were determined. Based on the estimates of the multinomial logit model, we concluded that increasing fat and salt content among participants reduced the sense of utility and hence willingness to pay, while we cannot found significant effect in respect of sunflower oil content.

  JEL Codes: I12, M31