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The Role of the Cognitive Component of Consumer Attitude in the Image of the Pálinka
21-32Views:243The research aim is to explore the potential role of consumer attitude components in image development related to a traditional Hungarian alcoholic beverage, the pálinka. This study focuses on the effect of the cognitive component of attitude on image of the pálinka. The relevance of this research is the expansion of the pálinka market in recent years and the changing of the regulatory environment about homemade spirits. Distillate made at home, which product improperly called homemade pálinka, is very popular in Hungary. Based on the qualitative studies, the most important characteristics in the consumer perception of alcoholic beverage are quality, price, prestige, fashion and origin. The importance of these attributes of the most popular alcoholic beverages in Hungary was assessed by the participants on Likert scales. Homemade spirit has the most favorable attitude and in-store pálinka has the most unfavorable attitude. To understand the effect of the cognitive component, we used two types of the multiattribute attitude model of Fishbein. By using a 7-point semantic differential scale, we could graphically illustrate the consumer belief about the homemade and in-store pálinka. Image profiles on the semantic differential scales show the differences in image of the analysed alcoholic beverages. The study confirmed the advantage of homemade spirit image over in-store pálinka, points out the importance of education and information in the case of the cognitive component of consumer attitude. The reconsidering of the marketing communication of the in-store pálinka producers is very important and urgent.
JEL Classification: M31
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Analysis of the Affective and Conative Components of Consumer Attitude in the Image of the Pálinka
21-32Views:213The research aim is to explore the potential role of consumer attitude components in image development related to a traditional Hungarian alcoholic beverage, the pálinka. This study focuses on the effect of the affective and conative components of attitude on image of the pálinka. The relevance of this research is the expansion of the pálinka market in recent years and the change of the regulatory environment about homemade spirits. Distillate made at home, which product improperly called homemade pálinka, is very popular in Hungary. This study was supported by the data from a nationwide, representative consumer survey carried out in 2019 and 2020. A total of 626 subjects participated in this survey, the sample is representative for the Hungarian adult population according to gender, age group and region. To understand the effect of the affective and conative attitude components, we used Likert scales and graphically illustrate the consumer feeling and behavior about the homemade spirit and the “in-store” pálinka. The study confirmed the advantage of homemade spirit image over in-store pálinka, and points out the importance of education and information in the case of the affective and conative components of consumer attitude. The reconsidering of the marketing communication of the in-store pálinka producers is timely and very important; however, this task requires a comprehensive marketing strategy covering all three attitude components, and this is the only way for them to remain competitive.
JEL Codes: M31 -
Examinations of Attitudes towards Functional Foods – Literature Review
21-34Views:239The current study of our two-part paper series dealing with psychological influences on functional food consumer behaviour focuses on attitudes towards functional foods, while the subsequent study will discuss other psychological influential factors. Several research studies have already examined attitudes towards functional foods but the wide range of available products, the significant international heterogeneity of attitudes and the diversity of the applied research methods make their comparison and generalization remarkably hard. This paper aims to organize these research studies according to specific standpoints, and based on this, to draw generalizable conclusions. Based on the literature review, we can state that attitudes towards functional foods are positive worldwide, and those attitudes have a positive effect on the purchase and consumption of functional foods. There are, of course, international differences in attitude factors that play a significant role in this positive effect, and also in the composition of those factors. These differences can be attributed primarily to the different development stages of markets. However, we can state that the most important attitude factor everywhere is the reward from using functional foods (health protection and promotion, well-being, good performance and mood) that has to be forwarded stated simply and obviously towards the consumers in marketing communication messages. Besides this, social necessity (including medicine-like effects) of and confidence in functional foods also influence the intention for consumption, thus, the healing effect can also be a useful buzzword in messages. In the less developed markets – such as Hungary – confidence includes the belief in the safety of the products indicating the fact that where consumers are not familiar with these products, perceived risks of functional foods can be a strong barrier to their consumption. Therefore, a key role of marketing communication messages in those markets is the reduction of perceived risks. It is worth noting, however, that functional foods cannot be seen as a homogeneous food category, thus the importance of different attitude factors may vary between the different types of food. Additionally, consumers cannot be seen as one, homogeneous group, either, therefore different marketing communication messages developed according to the attitude-based segments will be effective.
JEL codes: D11, M31
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The Marketing Communication Opportunities of the Probiotic Yoghurt
103-107Views:20The 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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Analysis of University Students’ Behavior Towards Online Grocery Shopping Based on the TAM-Model
3-19Views:369These 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