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• The Marketing Communication Opportunities of the Probiotic Yoghurt

  103-107

  Katalin Horváthné Szigedi

  Dorisz Torma

  Nikoletta Fülöp

  Katalin Szendrő

  Orsolya Szigeti

  Viktóri Szente

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  The 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.