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Qualitative Analysis of Consumers’ and Experts’ Perceptions of Energy Drinks
51-63Views:517Energy 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:329“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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The Role of the Cognitive Component of Consumer Attitude in the Image of the Pálinka
21-32Views:281The 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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Consumer Perception of a Healthy Nutrition – The Results of an Exploratory Study
57-66Views:816Healthy 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