Search

Search Results

• Analysis of the Affective and Conative Components of Consumer Attitude in the Image of the Pálinka

  21-32

  László Mucha

  Titanilla Oravecz

  Gedeon Totth

  Views:

  258

  The 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

• The Role of the Cognitive Component of Consumer Attitude in the Image of the Pálinka

  21-32

  László Mucha

  Titanilla Oravecz

  Gedeon Totth

  Views:

  282

  The 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

• The Qualification of the Pálinka in the XXI. Century

  39-52

  Imre Milán Harcsa

  Views:

  182

  The issue of food quality came to prominence in the last decade. If we talk about sensory evaluation most of people mean the scoring method by that when in fact several evaluation methods are known. The amendment of the Excise tax in 2010 introduced the notion of the previously unknown distillate. The article clarify the difference between pálinka and distillate. The terms of pálinka tasing and the award criteria will be intoduced. How does the non-professional customer know that he buys a high quality product? The Pálinka trademark which was introduced in the autumn of 2012 and the brochure called Pálinkas of excellence can be a stronghold for them. For the pálinka strict quality requirements are in place in which the instrumental analysis can help. The article presented the pálinka-faults aroma wheel made by the author.

  JEL code: D12