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The Size and Characteristics of the LOHAS Segment in Hungary
11-30Views:543Until the 1990s, those exchange processes were in the focus of marketing in which the producers had the bargaining power in their hands. After realizing the limited sources and the natural challenges at the beginning of the twenty-first century, today marketing experts are interested in global issues like sustainable development and sustainable consumption. The aim of our research was to define the size of the Hungarian LOHAS consumer group by analysing its lifestyle based on sustainable values. This has been achieved in three steps. At first, the appearance of sustainable values was analysed using factor analysis. Secondly, we made the value-based lifestyle segmentation of the Hungarian consumers with the help of k-means analysis, and finally, with further segmentation, we estimated the size of the consumer group that is the most devoted to LOHAS values. In order to achieve the set objective, a nationwide representative questionnaire-based survey was carried out involving 1000 people in Hungary. During the value-orientated research, 25 lifestyle statements were drawn up. The 25 statements were grouped around 5 aspects which were the following: environmental consciousness, health consciousness, ethical values, authentic values and individualism. Results reveal that in the value order of Hungarian consumers, the characteristics showing in the direction of sustainability are present and they are separated in six value categories. They are individualist values, authentic values, environmental consciousness, ethical (competence) values, health consciousness and ethical (corporate) values. From among the value dimensions, authentic values, health and environmental consciousness, as well as ethical corporate behaviour are especially important to Hungarian consumers. According to our results five value-based segments could be separated which are Uninvolved elderly people (16.4%), Young trend followers (32.1%), Young environmentally conscious people (18.6%), Ethical traditionalists (22.6%) and also Disappointed pessimists (10.3%). The biggest cluster, the group of Young trend followers, reflects the characteristics of the LOHAS consumers’ lifestyle the most. Yet, this segment cannot entirely be regarded a consumer group devoted to LOHAS values. The biggest heterogeneity can be observed based on the ethical (competence) values of Young trend followers, and a further segmentation of this group was considered necessary to be able to ascertain the rate of the most devoted LOHAS consumers. The third sub-cluster that overestimates the ethical (competence) statements the most can be identified with the LOHAS consumer group. Based on the results of our research, their rate is 8.7% within the Hungarian population. Further research is necessary to find out whether the situation of value orientation in the other Eastern European countries is similar to that in Hungary, where the social and the cultural backgrounds show many similarities.
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Qualitative Analysis of Consumers’ and Experts’ Perceptions of Energy Drinks
51-63Views:465Energy 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
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Qualitative Investigation of Salt and Sugar Free Nutrition in the Canned Vegetable Market
71-82Views: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
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Examining of Fruit and Vegetable Consumption Among the Hungarian Consumers
79-89Views:353The 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
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Game-meat Consumption Behavior the Image and Market Positioning of Quality Venison
141-147Views:22The purpose of our research is to understand the wild game meat, and more specifically, venison consumption behavior of the Hungarian population. In order to examine the issue, we have conducted questionnaire surveys as well as focus group interviews. Only 36.6% of the respondents reported that they consume game-based foods with some frequency. The main reason for the low consumption rate is related to the price of wild game meat which consumers consider too high. Based on focus group interviews, we concluded that the main problem is that most people do not even consider trying game-meat as they do not know about possible preparation methods. The results of our questionnaire survey reveal that 22.4% of the population has consumed red deer, while fallow deer has only been consumed by 7.7%. The respondents primarily associate deer meat with men, as they consider hunting and the preparation of wild-game foods a masculine activity. In Hungary, deer meat is a lesser known product considered to be a luxury good, for which a new marketing communication and sales strategy is needed. Limiting factors include unfamiliarity, high price and that respondents consider wild-game a seasonal product.
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The Price of Health – The Consumption and Purchasing Patterns of Foods with Special Attention to Price
3-16Views:174The economic events of recent years (war, the COVID epidemic) have had a significant impact on our daily life, including our consumer and shopping habits. The main aim of this research is to examine how food consumption and purchasing habits have changed in response to price changes, particularly for foods perceived to be healthy. Two focus group surveys were conducted to explore consumer habits on this topic. The period covered by the research was the consumer prices in April 2022 and April 2023. Our research explored general food purchasing habits and consumer motivations. We examined the extent to which products that participants perceived as healthy were purchased online, and the impact of price changes on the demand for health-conscious foods and on consumers' brand loyalty. We also looked at the online price monitoring system, where we mapped consumer adoption and the consumer benefits that the system provided. One of our key achievements is to identify a growing consumer awareness, with more and more people choosing quality, expertise and choice over convenience and price. The types of consumer responses identified in the EUROPA.EU research was in terms of products perceived as healthy in the wake of the price rise, although the proportions have shifted significantly; many are looking for alternatives, seeking substitutes for products; and fewer are the concern-averse, loyal consumers and the well-off but not engaged. Price sensitivity is increasing as a result of recent sustained price rises, with a small proportion of people who are not concerned. There is also a low proportion of emotional comfort seekers, a group largely confined to high-income consumers. For those who are not aware of the price of products, there is no change in brand loyalty and no brand abandonment, but for those who are price-aware, there is a tendency to switch between brands.
JEL-CODES: I12, M31, M38
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Investigating the Dietary Practice of Students at the University of Debrecen
39-50Views:778Nowadays, the importance of food in the preservation and restoration of health has become more and more important, as the number of people suffering from diabetes, cardiovascular disease and various food allergies is increasing. In many cases, there is a problem with what is the recommended range of foods, and what is (the meaning of) a healthy and health-conscious diet. The focus of our study is on the nutritional habits of young university students, as the health consciousness of this age group plays a prominent role at both domestic and international level. The primary purpose of the research is to map the daily dietary habits university students in Debrecen to the recommendations of the nutritional pyramid of dietary nutrition and good nutrition created by dietitians. The basis of our primary study was the observational procedure by creating a food diary and fill it with the randomly chosen students, during which we could observe the quality and quantity of food consumed by them during their daily meals. On the basis of the results, the dietitians expected and actual food consumption in the case of the target group were able to compared, on the basis of which it can be concluded that the eating habits of the university students of Debrecen fall short of the healthy eating recommendation.
JEL Codes: A13, P56
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Interpretation of Health-conscious Food Consumption Behavior on the Basis of LOHAS Concept
39-46Views:281In our study, the information search behavior of sustainability committed consumer group is analyzed. Furthermore, consumer opinions about nutrition labels on food packaging are highlighted. According to the international literature, LOHAS (Lifestyle of Health and Sustainability) group is the most committed consumer segment to sustainability.
Exploration of Hungarian sustainability committed consumer groups’ opinion about food labels is supported by the closing part of a research chain which was started in 2010. This, last research was carried out in 2012, where, with the aid of quota sampling, Trend followers’ and Unconcerned’s judgment on food labels was investigated. The quota and the two mentioned groups were formed on the basis of a national representative research, which was performed in 2011. Information search behavior was evaluated according to the structure of Grunert-Wills’ information search model. In this study we focus on our research results, which connect to the last two steps (understanding, interferences and use) of the mentioned model.
Goal of this research is to investigate in a practical aspect of information search behavior of domestic sustainability committed consumer group (“Trend followers”) in connection with food labels proving health effects of foodstuffs. Four hypotheses were defined to reach our goal:
H1: Among health information on food packaging, labels stating energy value, are getting a higher influencing role in food purchasing process, where conscious consumer groups have a deeper knowledge about the objective meaning of food labels.
H2: Consumer knowledge about objective meaning of food labels is getting a highlighted role in formation of brand loyalty.
H3: Trust has an essential role in consumer acceptation of food labels, where common qualifier activity of different organizations (state, profit and nonprofit area) come into the front.
H4: Correct understanding of food labels has a positive influencing effect on acceptation of higher prices and on real use of food labels during food purchasing.
One- and multivariate analysis and cross table analysis were calculated to investigate our assumptions. In the closing part of our study, three practical recommendations are defined, which relate to follows: optimization of communication strategy of food industries, way of introduction of new food labels and need of objective guidance of consumers about food information. -
Consumer Perception of a Healthy Nutrition – The Results of an Exploratory Study
57-66Views:734Healthy nutrition is becoming increasingly important in the age of endemic non-communicable diseases such as obesity, diabetes, high cholesterol and various cancers. Moreover, due to modern eating habits, more and more people are experiencing food allergies, sensitivity or intolerance to gluten, lactose, milk protein, soy, or egg, just to mention a few. Healthy eating as prevention has become a possible solution for these problems worldwide. Furthermore, an increasing number of people simply want to pay attention to what they consume. The primary objective of this research is to showcase the attitude of consumers in Debrecen (Hungary) towards a healthy nutrition, as well as to explore the factors that influence it. This paper also aims to reveal consumers’ views on the degree to which a healthy diet can be achieved in their daily lives. Focus group interview was chosen as the method of primary data collection, in which consumers living in Debrecen, with different behaviors towards health (health preventive and health risk) took part. The acquired results from the two groups clearly reflect how consumers with dissimilar attitudes towards healthy nutrition reach differing opinions on the same issues.
JEL Classification: I12, M31
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Consumption patterns and trends in pork meat and pork products
81-97Views:178In connection of the trend towards health and environmental consciousness, consumption habits are changing, especially for meat products. Health, moral and ethical concerns about the consumption of meat products have brought pork and its products back into focus, and as has been the case in the past, highlight their 'unhealthiness'. The aim of this paper is to summarise current pork consumption patterns, describe the factors influencing them and provide direction through an analysis of domestic and international trends. Through an analysis of consumption statistics, we will show how pork consumption has changed in recent years in different European countries and in Hungary. In addition to consumption data, we will also look at the purchasing patterns that shape the consumption, the evolution of online, offline purchasing, and the trends that most influence the product chain. In addition to the analysis of household consumption will be presented and the main target groups for pork consumption will be identified. The characteristics of the marketing mix for pork are then identified, i.e. the typical product categories, branding, the threat of substitutes, price relations at national and international level, and finally the typical distribution channels are also analysed. After the analysis, our study has found that pork is a tasty meat that can be prepared in a variety of ways and is an essential ingredient in European and Hungarian cuisine. Changes in consumer habits have had a significant impact on the consumption of pork, both from an environmental point of view, ethical considerations, animal welfare issues, health consciousness trends and even religious requirements.
JEL Code: M31 -
The Marketing Communication Opportunities of the Probiotic Yoghurt
103-107Views:30The probiotic yoghurt is a product category, representing added value, which can be assigned into the functional food product category. During the research, We collected primer informations about the consumer attitudes and customer habits in connection with these products. During the survey a national, 1000 people repesentative customer were interviewed in July 2013, among 18-75 year-old population. Two focus group interviews were also conducted. Based on the obtained results, conclusions were drawn about the effective and appropriate marketing communications strategy for the development of consumer groups. Surveys have shown that there is a need of probiotic yogurt in the market, consumers demand and are looking for these products. However, you should keep in mind the differentiated communication directed toward different groups of consumers.
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Examination of Margarine Preferences Among College Consumers
3-12Views:138The 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