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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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Analysis of Energy Drink Consumption Habits and Motivations among University Students
67-79Views:608Young adults tend to consume energy drinks, even if they know exactly what they contain and what their health effects might be, even in the long term. The purpose of our research is to find out what motivates young people to consume energy drinks. In the quantitative research, a focus group-oriented online questionnaire was held out to assess the energy drink consumption habits of university students as well as their motivations for consumption using the TEMS model (N=897). The TEMS model was adapted for energy drinks. The qualitative research involved an eye-camera study with advertisements of the most popular energy drink brands and the existence of cognitive dissonance among students consuming energy drinks was also investigated. In summary, the majority of students were aware of the ingredients of energy drinks and their negative effects on health. The main motivations for consuming the product were that it tastes good, gives energy, is a pleasure to drink and that they simply like the product. Cognitive dissonance is also present in the purchase and consumption of energy drinks, therefore advertising has a strong influence on brand evaluations.
JEL-Codes: M31, M3 -
The Actual Questions of the product and the Consumption of Soltvadkert' Wine
125-131Views:22In our work looking for the answer for the next questions: What is the current situation for winemakers nowadays in Soltvadkert. What is the reputation of their wine? What do local habitants think about the wine of their city? What is the opinion about it the tourists? Do the people remember to the counterfeit wine? To know the answers we make qualitative and quantitative survey. We made 5 interviews with viticulturist on Soltvadkert. We asked them about the market-opportunities, the effects of economic crisis, the impact of import wines, the connection between the local winemakers, the trends of Hungarian wine-consumption. The questions for the consumers are the follow: The consumption habits linked to the wine, the knowledge about the winemakers of Soltvadkert, the wine-purchasing habit. We asked 100 local residents and 100 tourists. The result of this survey is the SWOT analysis, which we made and show in this article.