Gazdálkodástudományi Közlemények (DE-journals)

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https://hdl.handle.net/2437/377663
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Gazdálkodástudományi Közlemények (DE-journals) Szerző szerinti böngészés "Bodnár, Gergő"

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    Z generáció borfogyasztási szokásai és borral kapcsolatos közösségimédia-preferenciái
    (2024-05-21) Bodnár, Gergő; Kiss, Marietta
    Wine is one of the products with the greatest history and cultural relevance in Hungary; however, the Hungarian wine sector has been facing significant problems in the recent years. The creation and implementation of an effective marketing strategy can help in solving these problems, an important element of which is the segmentation and targeting. Special examination and targeting of the youngest wine consumers (Generation Z) is important because, in addition to their current consumption, they will also be the wine consumers of the future. As part of our primary research, we therefore examined the wine consumption habits and wine-related social media preferences of full-time students at the University of Debrecen. According to our results, the respondents enjoy drinking wine, they do not consider wine consumption to be outdated or a snobbish habit. In general, the respondents, but especially among them women, prefer lighter, sweeter wines. In general, young participants cannot be considered conscious wine consumers, but they have an interest in wines. Our respondents can be reached primarily through social media, mostly with short contents that are of interest to them (e.g., gastronomy or practical knowledge) with a more relaxed tone, and which can be absorbed in a maximum of 1-2 minutes. Since a relatively small number of research studies is available on this topic, this study can provide new information and help to wineries and the wine industry in developing their marketing mix elements targeting at young consumers.