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Online Marketing Possibilities of the Domestic Dairy Sector
55-65Views:127The online appearance of the local milk processing micro-, small and medium-sized enterprises is rather bare (e.g.: official website, social media site), so they are not really able to maintain the online information collecting and shopping demands of the Hungarian digital food-consumers. Without this active participation, consumers cannot be involved in the company processes, in spite of the fact that food related search for information and the eventual shopping are key elements in the willingness to turn consumers’ lifestyle towards a healthier way. We used primary and secondary marketing research methods. During the secondary data and information collection, we collected and arranged already available data. During our primary data collection we carried out a quantitative research which was based on the analysis of our secondary data collection. We made our company observation project, where we analysed the online appearance of the members in the local milk industry with the help of an observation sheet, based on the database of NÉBIH (National Food Chain Safety Office). The members of the dairy industry (88 companies) were filtered for factory types and processed species. Fifty-nine per cent of the milk processors provide a personal online platform for the users. A third of the related milk processors have Facebook account. In the examined sector, every second company refreshes its timeline, or adds new entries less often than monthly, which is an extremely low tendency. Based on the results, we can say that these processing companies have exclusively Facebook accounts within the different types of social media, and they are quite passive. With the previous observation, we took into consideration the methods and tools given to the examined companies in order to judge the involvement of the consumers in the company processes. The rate of this involvement was observed on a Likert 1 to 5 scale and the obtained results were disappointing and regrettable. The value was 1.93 in the case of milk processors with a website and/or Facebook account. The results strengthen our assumption that the local companies in the related sector are not eager at all, or only at a minimum rate to involve consumers in the company processes.
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Analysing ICT Usage of Hungarian Milk Producers and Milk Processors
37-49Views:92Milk production and processing is one of the main agrofood sectors in Hungary. In 2016, the number of enterprises operating in milk production and milk processing sector was 741 and 80, respectively. Advanced information systems enable us to attain more and thorough data on their operation and performance and the analysis of these data is crucial for the evaluation of their situation in the sector. These data sets are important for monitoring and assessing the performance of different sectors. Hungarian Central Statistical Office provides multidimensional databases, while financial and additional information of more than half of the operating enterprises are available in EMIS database. As a complementary database, Institute of Applied Informatics and Logistics has prepared a questionnaire for survey the ICT (Information and Communication Technologies) usage characteristics of enterprises operating in the agro-food supply chain (producers and processors). The survey was conducted in the fourth quarter of 2017 and using structured questionnaire and responses are recorded by a market research company contacting the leaders or a management member of the enterprises. The sample has been selected by stratified sampling based on statistics of Hungarian Central Statistical Office (HCSO). Enterprise size based on staff employed and region at NUTS-2 level were the basis of sampling. Data set contains data about 500 enterprises operating in sectors related to agriculture and food industry (355 are operating in the production part, 145 in the processing part of the chain). 38 enterprises operating in the milk sector from the whole sample (28 belong to milk production and 10 to milk processing sector). The main objective of current article is to determine the difference between food producers and food processors, and separately between milk producers and milk processors regarding their evaluation of ICT devices in their partnerships an the internet-based solutions for certain business activities. Respondents assessed the importance of ICT on 5-point Likert scale relating to four business activities (communication; data storage and exchange, preparing documents; logistics; marketing). To determine the difference, two-sample t-test has been applied. Our results show significant difference only in the case of bulk sample, between food producers and food processors, in the evaluation of ICT devices for marketing purposes. The mean of scores given by food processors was significantly higher (Sig. (2-tailed)=0,0134 and t-value=-2,4829). There is no siginificant difference between milk producers and milk processors, however, the means of scores given by the latter for the importance of ICT tools were higher in the case of each four business activites.