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Analysis of the Food Consumer Behavior in the Online Environment: Does Digital Food Consumer Exist in Hungary?
29-38Views:348In recent years one of the major players in the market have changed radically, the consumer. They have been titled as „digitally enlightened” citizens by various researches. The main characteristics of „traditional” consumer’s behavior have been discussed previously by numerous researchers. However research on digital consumers, especially in domestic circles, is still in initial stage.
The main objective of this article is to determine the online consumer behavior trends in our country, in relation to information and shopping in particular of food. At the end of this publication we intent to answer the question asked in the title, i.e. does digital food consumer exist in this country.
In our study we used the online consumer buying behavior process as base. Each step was mapped out by using relevant and current literature analysis. Using national representative survey (N=1000) we examined in detail the food-related online information searches and the shopping opportunities in online shops.
The convenience factor – similar to the description of the literature- is the most advantageous aspect of online shopping. At online shops the other factors examined convergence occurring in the median values show the uncertainty of customers’ purchasing behavior, which results in a lack of trust in food purchases.
Overall, we can conclude that the majority of literature and research on food consumption behavior doesn’t separate properly the online consumer’ roles and most of the emphasis is on the final purchase. Based on literature research, we have attempted to differentiate the digital food consumers based on online behavior in which the basis for the subsequent researches hypothetical fives categories were distinguished. -
Analysis of Food Consumer Behavior in Online Environment – Literature Review
67-78Views:665Nowadays 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 goal is to identify a segment of online sales where this performance is still low. Online grocery shopping has not been integrated into consumers’ life so far, compared to other market-leading product categories (clothing, footwear). During the secondary research, we conducted extensive literature analysis using national and international sources. Our main goal was to answer the questions about which product categories are popular during online shopping and what are the factors behind the development of online consumer preferences in the FMCG product categories, which are the influential advantages and disadvantages of packaged and fresh foods, and which are the sources of information that most impact customers. Overall, worldwide categories such as travel, books, music, events, fashion, IT / mobile, electronics are the most preferred product categories among consumers in the online retail environment. From its previously neglected position, online grocery shopping has grown and become one of the fastest growing area in the world. Factors behind increasing consumer interest include convenience, home delivery, 24-hour availability of online stores, and avoiding queuing. In addition, customers can easily access information before ordering through a variety of marketing communications tools. The most common information gathering tools are digital channels.
JEL Classification: M31, Q13
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The Online Marketing Activity of German Farmer Shops
73-91Views:280The importance of digital marketing is increasing significantly. During the current pandemic situation, its shortcomings are even more easily noticeable. Due to the German consumers' green purchasing behaviour, the poor online performance of German farmer shops appeared. The aim of this paper was to analyse the usage of digital marketing tools in this field. A representative database was applied for the descriptive statistics and the principal component analysis as well. Five clusters were defined by the K-mean method. The research of 375 farmer shops highlighted shortcomings in the usage of the website and social media. More than 70% of the farmer shops did not operate any website or did not provide on it all the required information, while only 20% of the shops were available online as a webshop. The low share of digitally well-managed farmer shops (less than 3%) was revealed by the clustering method. These focus mostly on the sale of alcoholic beverages. The social media surfaces meant in the case of many shops the only contact to the consumers, however, the application of these platforms was not common according to the applied method. For the farmer shops, the lack of digital marketing could mean a disadvantage in a short period, however, the increasing importance of online appearance could cause the decrease of interest and sales for a longer period.
JEL Codes: M31, O13, E21 -
Analysis of University Students’ Behavior Towards Online Grocery Shopping Based on the TAM-Model
3-19Views:396These 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
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Are We Going Green Online Too? Consumers’ Attitude Towards Companies’ Ecomarketing Communication in Online Space
3-19Views:222Nowadays environmental protection is one of the most pressing global topics that appears in more and more corporate promotions. The expansion of the Internet and the rise of the digital world and social media have opened up new opportunities for companies to carry out green promotional activities. The purpose of the study is to examine the attitude of consumers in the online space towards the promotion of companies related to environmental protection and to propose different strategies in this regard. In this article, using netnographic research method, the comments received under the environmental protection related Facebook posts of the top 12 Hungarian FMCG (Fast-Moving Consumer Goods) companies are analyzed and users are segmented, based on their attitude and reactions. Three main groups (supporters, critics, objectives) and eight subgroups can be distinguished (idealists, humorists, interested, helpless, experienced, smartass, informants and whishers) in the case of companies' Facebook posts related to the environment. Critics can generate negative eWom, while supporters can generate positive online word of mouth for the company. Finally, regarding the treatment of different segmented groups, we formulate online and offline strategies that companies should follow. It is recommended for companies to continuously monitor and analyze online comments, since with the help of feedback they can improve their operational activities and avoid image damage caused by negative word of mouth.
JEL Codes: M31; M37; F64 -
Changes in Food Purchasing Habits During the Covid Pandemic in Slovakia and Hungary, Focus on Southern Slovakia and Western Hungary
55-70Views:860The global pandemic of COVID-19 has led to many drastic changes worldwide, not only in the economy, but amongst others, in the structure of people’s daily routines as well. Some developments have been involuntary – as social distancing, wearing masks, restrictions on travel, etc., but for others, it has merely accelerated the adoption of behaviors already gaining traction, such as the digitalization of shopping and more. Consequences of subsequent lockdowns and their effect on the consumers’ grocery purchasing habits and their implications for food retail had been investigated in our research with a particular focus on regions of South Slovakia and West Hungary in a period ranging from November 2020 till April 2021. The constructed online questionnaire chosen for data collection aimed to identify specific ways in which consumers changed their grocery shopping behavior during the lockdown (e.g., frequency of shopping trips, time spent in stores, the aim of shopping, purchase of ingredients, online shopping). The results of the online questionnaire underlined the main regional differences between the two countries. The overall outcome of our research showed the moderate reduction in grocery shopping frequency, minor changes in shopping location and partially increase in online shopping. Our results showed that although the proportion of online purchases has increased, such a crisis does not seem to be sufficient to overcome barriers to shopping, such as the purchase of a new, unknown product. But changes that provide positive experiences are likely to last longer, particularly those driven by convenience and well-being, such as digital adoption, value-based purchasing, and increased health awareness. This provides an opportunity for companies to offer innovative, value-based, and integrated products or services to meet customer needs. Companies and retailers will need to adapt fast, understand consumers’ preferences, and stay relevant.
JEL Codes: D12, D91
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The Transformational Impact of Industry 4.0 on the Wine Marketing and Wine Sector
55-64Views:99Industry 4.0 - like other industries - is transforming the wine sector. From viticulture to winemaking processes to wine marketing and sales, Industry 4.0 technologies have appeared everywhere and have proven to be effective with numerous best practices. It can be stated that sooner or later every serious market participant will incorporate some of Industry 4.0's solutions into their business strategy - otherwise, they will suffer from a difficult-to-catch and manage competitive disadvantage. This study summarizes the processes and main characteristics of the first three industrial revolutions, then analyzes in more detail the fourth industrial revolution and the concept of Industry 4.0, its events, the development opportunities inherent in Industry 4.0 innovations, and certain social risks as well. Subsequently, using case studies and examples uncovered through literature research, it illustrates the connection points between Industry 4.0 and the wine industry - primarily wine marketing.
JEL Codes: O3, O4, M310, M370, Z310, Z330 -
Beliefs and Misbeliefs About Plant-Based Diet Relying on the Results of an Online Research
65-77Views:553A main current trend is healthy lifestyle and the consumption of fruit and vegetables. The assessment of healthiness of plant-based diet is not so obvious either among the population or food experts. In an online survey the knowledge, beliefs and misbeliefs about plant-based diet were analysed among members and non-members of online social media lifestyles groups. All in all, it can be stated that there are no significant relationships and differences between knowledge, attitude and perception of members and non-members. Social media users are aware of the different types of plant-based diet (vegetarian, vegan) and the positive and negative psychological effects. The associations connected to plant-based diet are the following: healthy, environmentally friendly and expensive. Only a small segment of Hungarian people follow plant-based diet. At the same the diverse and everyday consumption of fruit and vegetables is essential because of health and sustainability issues. Due to conscious nutrition and more plant-based diet, people can contribute to the protection of their own health and the Earth.
JEL Classification: M31
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Analyzing Consumer Attitudes Towards Health-protecting Food
39-55Views:416The main goal of our research was to analyze the role of health-protecting food in our daily nutrition. In our secondary research, we analyzed the generalities and characteristics of health and health behavior with the help of relevant domestic and foreign literature. We analyzed the domestic tendencies of health in details. We examined the most important characteristics of functional foods and investigated the factors of personalized nutrition. Based on a literature review, in our primary research we conducted an online questionnaire survey with 231 respondents. Our survey cannot be considered representative, however, the proportion of genders in our sample population is almost the same as the Hungarian population’s. In the questionnaire survey, we examined the frequency of consumption of health-protecting food. After that, we analyzed respondents’ perceptions of the actual health effects of health-protecting food. We have measured consumer attitudes towards health-protecting food. We analyzed the perception of potential health risks and problems from the consumer perspective. We measured the impact of various health factors on shopping. Besides, we have explored our intention to participate in personalized nutrition-related programs. Based on our research, most of the analyzed health-protecting food is consumed once or twice a week. It can be stated that the respondents considered the examined food categories less scientifically proven. We could identify the preventive behaviors of respondents for various health problems. However, there is also uncertainty in the decision of respondents in what is the right way to prevent the diseases. In this uncertain situation, only experts can provide real help to them.
JEL Classification: Q16, Q12, Q13, O32
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Rising prices on today’s food market
21-37Views:254In the past few months, we have witnessed and been part of incredible economic changes. Inflation is taking on dimensions not seen in a long time, and we can feel the effects of the war raging nearby, both in prices and in the lack of products and disruptions in the supply chain. In addition, in the meantime, we also have to reckon with the rising energy prices, and we couldn't even say goodbye to the coronavirus. These changes are far from over, so the question arises, how do we react during our purchases, what do we change? The role of prices seems to be appreciated more than usual. The main goal of our research is to determine how food purchasing habits have changed as a result of rising prices and how consumers are trying to protect themselves from these higher prices. Therefore, in our research, we wanted to ask those who are actively involved in buying food. We continued the survey both online and offline. We reached 1608 respondents. Based on our results, it can be stated that most households are affected by rising prices. However, the rise in food prices does not always change purchasing and consumption habits. There are people who stick to their old habits and lifestyle despite the fact that they do not have outstanding material assets. Based on our research results, we see that a bargain-hunting, cheaper purchasing behavior is starting to develop, which allows them to maintain the food consumption quality and options they were used to before.
JEL Codes: M11, M21, M31, M38, Q18 -
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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Parental Health Conciousness and Examination of Eating Preferences in Reflection of Childhood Obesity
27-38Views:501One of the 21st century’s well-known megatrend is the healthy lifestyle and eating which is the basis of this research. We have already known some aspects of this topic, but the parental health consciousness and the examination of eating preferences is not as well known as it has to be, so this makes this study relevant. The goal of this exploratory research was to get to know more about the parental health consciousness, their eating preferences and attitudes, so Hungarian parents were asked who have children under 14 years old to tell more about their habits and lifestyle. In the primer research an online questionnaire was used which reaches 206 people so we could make some consequences about the lifestyle and the preferences of the families in Hungary. The main parts of this research were: the importance of health and the healthy lifestyle, the form of the parental research about the topic, which sources they find the most relevant and authentic, the parental eating habits, family health, the responsibility of the parents. During the statistical analysis some segments of people could be separated whose different attitudes and preferences were shown very clearly. It reveals of the results for example that the groups have different eating habits and researching systems.
JEL Codes: 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 Price of Health – The Consumption and Purchasing Patterns of Foods with Special Attention to Price
3-16Views:172The 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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Chocolate Consumption Habits of Hungarian Women and Their Consumer Behaviour Regarding Sugar-free Chocolate
3-20Views:202In 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 -
Preliminary Research in Connection with the Significance of the Traditional and Regional Foods in the North Great Plain Region
79-91Views:60The traditional and regional foods represent distinctive and unique values for customers in the world food market by their inimitable tastes and appearances. In today’s fast-moving world in which globalization’s different – both positive and negative – effects determine the daily activities of consumers and influence their needs, their choices and their decisions during the regular food and raw material purchases; it is relevant to strive for the presence and regular consumption of traditional products also to become known to a wide circle of society. The key objectives of our research are the main effects of traditional and regional foods in the Northern Great Plain, particularly with regard to the marketing and economic aspects approach. Our study is an experimental study of a later larger number of elements and representative survey, and it is based primarily on online questionnaires. During the research we received 151 available questionnaires. The interviewed inhabitants of the region have declared a positive opinion in the context of traditional and regional foods, most of them purchased and consumed these products regurarly.
JEL code: M31
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Growing Demand for Functional Foods – The Customer Perception of the Domestic Cereal Market
23-37Views:107Current scientific research raises questions as to how and why food-market consumer demands have changed over time, in relation to increasing health awareness. As a hypothesis, we assume that today’s customers are more health-conscious and open-minded about healthy food and health-related marketing messages both in Hungary and world-wide. Consequently, customers tend to look for the potential benefits of functional foods. We describe present-day lifestyle trends and the changing habits of nutrition as well as introduce the science of nutrimarketing and functional foods, along with their relevant claims. In our field research, we examine customers’ attitudes and mind-sets regarding the domestic cereal market between 2013 and 2016 with the aid of the Neticle system, an innovative online media-monitoring and analysis programme. Examining and understanding these trending needs could open new opportunities for companies to satisfy their customers with applicable product developments.
JEL codes: I12, I15, M31
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Affinity for Consumer Resistance Among Hungarian Consumers
29-45Views:135The causes of the loss of market results go beyond the realities of intense and noisy competition. The rejecting attitude and resistant behaviour of consumers can exert pressure on the companies’ business processes – several market examples draw attention to the weight of those consequences. To find out the appropriate way to handle this phenomenon became inevitable. The resistant behaviour of consumers exists in numerous markets and industries, among these foods are particularly concerned. There are examples for short and long term, but intense consumer indignation. Although consumer resistance is not a product- or market-specific phenomenon, it’s worth considering the issue of food, because of its embeddedness in everyday life, so market players may face easily criticism and conflict of interest. The study provides an overview of markets facing consumer resistance. The aim of the quantitative research is to find out the affinity of Hungarian consumers for consumer resistance and its various forms.