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Tétel Szabadon hozzáférhető Élelmiszerekkel kapcsolatos kockázatok csökkentésére irányuló magatartásformák vizsgálata(2016-12-30) Tari, Katalin; Lehota, József; Komáromi, NándorThis topic will always be actual, since most of the companies crave to understand the behaviour of their consumers in Hungary – what kind of patterns of behaviour they have, and how companies can influence consumer behaviour without high expenses, considering the most effective methods. As we know, consumer behaviour should be researched on the level of a specific product or service in the short term, or as a brand versus personal preference. Nowadays, the role of health-awareness and cost-consciousness is getting misrated, alongside with environmental protection and the awareness of hazardous substances. Based on our idea, the background of our research assumes awareness of the contents of food, and the investigation of labels or titles. The organic labels on food have a high priority role in Hungary. In our opinion, the trust contains the following factors: (1) There are control authorities who are reliable, and guarantee the high quality of products for the consumers (for example: Hungarian Authority for Consumer Protection, or other food and chemical industrial laboratories). (2) Food processing facilities are accredited, recorded, and given a certificate (for example: certificate of organic production, etc.) (3) Purchasing is straight from the source. (4) Purchase is on the basis of information technology. These factors are the underlying cause of the change in behaviour resulting from risk reduction awareness. The article focuses on the food consumption behaviour analysis of Hungary’s population. The analyzed database was queried from IPSOS Ltd. (N=1 038 people) but we will select 883 people, based on inclusive criteria (aged between 18 and 70) and exclude people with extreme incomes (due to being outliers). In order to indroduce the topic, we will start our research with a short literary introspection. Before the analysis of the database, we presume consumers have a kind of set awareness that is shaped by buying their daily food and products. In this research, we will prove this assumption. JEL code: D12Tétel Szabadon hozzáférhető A soltvadkerti borok előállításának és fogyasztásának aktuális kérdései(2014-12-31) Lendvai, Edina; Nagy, AdriennIn 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.Tétel Szabadon hozzáférhető Az önkéntes egyszerűsítők fogyasztói magatartása különös tekintettel a táplálkozási szokásokra(2014-12-31) Schäfferné Dudás, Katalin; Venczel-Szakó, TímeaThis paper introduces voluntary simplifier consumers who freely limit their consumption; freely purchase less than the average consumers. They refuse the logic of the consumer society, and choose an anticonsumer lifestyle that features environmental, social and economic sustainability. According to the international literature the concept of voluntary simplicity will be defined; the types/stages, main motives and influence factors of this frugal lifestyle will be presented. Since the inhabitants of the strictly regulated eco-villages can be regarded as voluntary simplifiers, we extended our research to eco-villages. With exploratory goal we examine two eco-villages’ webpages searching for information about their dietary habits.Tétel Szabadon hozzáférhető Neuromarketing – A fogyasztói magatartás vizsgálatának új lehetőségei(2015-07-09) Polereczki, ZsoltNeuromarketing opens up a new field of the examination of consumer behaviour for the marketing researchers. The utilization of the results of neuroscience came up at the beginning of the ’90s but it came true at the end of the decade. The term “neuromarketing” appeared in 2002 for the first time, it became widespread and these tools were used in different kinds of market research problems. Nowadays there are research results in decision making, brand preferences, packaging and branding as well. The article aims to look through one of the fields of neuroeconomics, neuromarketing. Neuromarketing means the utilization of the instrumental methods of neuroscience to study market research problems. In basic researches the term “neuromarketing” is usually avoided because it suggests practical utilization. In basic researches the terms neuroeconomics and consumer neuroscience are more frequently used. In a wider sense it means the application of the results of neurology to solve marketing problems.Tétel Szabadon hozzáférhető Termelői piacok az egyetemi campuson(2022-12-31) Maró, Gréta; Czine, Péter; Maró, Zalán Márk; Török, ÁronShort food supply chains are increasingly studied areas of international studies. Many see their spread as the solution to sustainability in agriculture. One of its defining sales channels is farmers' markets, their number has grown dramatically in Hungary in recent years. Many studies analyse the consumers of farmers' markets worldwide, but only a few studies examine the relationship of university students with farmers' markets. However, there are examples of this in the USA; it is even typical that farmer's market is organized on university campuses. University students are not typical buyers of farmers' markets, but they will be the consumers of the future, so it is worth examining their habits and needs. With the help of a questionnaire filled out by 382 university students, we investigate whether there is a difference between the food shopping habits of the university students examined in previous studies and the ones analysed in the current study. Do they have clearly identifiable habits of purchasing on the farmer's market? Is there a demand to organize farmers' markets on university campuses in Hungary? The food shopping habits of university students studying in Hungary are largely the same as the habits of university students examined by previous research. For university students, the price, comfort, the selection, and quality aspects of the products dominate. 31% of the university students, who filled out the questionnaire, have never shopped at a farmer's market; while among those, who purchase there food, only 21% do this regularly. The main obstacle for non-regular shoppers is the distance from farmers' markets, which can be solved by organizing farmers' markets on university campuses. 95% of the sample is open to this, so it would be worthwhile to conduct separate research for each university and put the positive results into practice. JEL-Codes: O13, P46, Q13Tétel Szabadon hozzáférhető A viselkedésváltozás szintjei a testtömeg-menedzselés folyamatában – Élelmiszerfogyasztás és fizikai aktivitás(2016-12-30) Soós , Mihály; Kovács, Bence; Szakály, ZoltánBased on the secondary data, it can be stated that more than half of the Hungarian population are obese, therefore, the actuality of this topic is approved. As a result of this research, the distribution of the examined sample has been executed by the phases of the Transtheoretical model. Thus, the situation in the precontemplation phase is better concerning the transfer to more regular physical activity (one-third of the sample) than the change for food consumption considered as healthier. Similar results were received in the phase of maintenance as well: one-fourth of the sample answered that they did more regular physical activity with the minimal risk of fallback, and one-fifth of them thought that their healthier food consumption could be maintained. The fewest people are in the preparation phase of the transfer to healthier food nutrition, while in the case of more regular physical activity the rate is also lower in the phase of preparation compared to the contemplation, action and maintenance stages. A reason for that can be that the questioned see the change within one month, or they do not have the necessary determination to execute the change within such a short deadline, or to prepare themselves to the change. Considering the gender, in the first and last phases (precontemplation and maintenance) men are in greater proportion on both examined fields. In our opinion, the reason for it is that men are more determined considering their values and attitudes of their own body mass management. We think that the low number of people in the precontemplation phase is quite promising, especially in the case of more regular physical activity, since the people on the higher levels have the potential to develop healthier nutrition and physical activity, to enhance the motivation of contemplators, preparators and doers, and the support of maintainers can be a realistic step to reach the health political aims. JEL code: Q13Tétel Szabadon hozzáférhető Meggymag kivonat – egy új termék a funkcionális élelmiszerek piacán?(2015-07-09) Papp-Bata, Ágnes; Csiki, Zoltán; Tósaki, Árpád; Szakály, ZoltánAdvanced analytical techniques have recently revealed powerful health-promoting properties in components of some plants, which had remained obscure until present days because they were not typically consumed as food by humans. A particularly fascinating example is the seed kernel of sour cherry (Prunus cerasus). Chemical analysis of the seed kernel revealed that the solid flavonoid-rich fraction, comprising approximately 64–68% of the kernel, contains several health-enhancing polyphenolic compunds including catechins, stillbenes, anthocyanidins and resveratrol. The remaining 32–36% is an oil fraction rich in tocopherols and related compounds, including tocotrienols, oleic acid and triglycerides. Previous studies demonstrated that oral administration of sour cherry seed extract to animals strongly stabilizes healthy tissue homeostasis and suppresses ischemia-reperfusion injury by augmenting expression of heme oxygenase-1, a major endogenous cytoprotective enzyme. The sour cherry fruit is a major export of several nations, including Hungary, however the seed is currently considered an agricultural by-product and discarded. The better understanding of health protective effects of the seed extract would open new avenues for the Hungarian agriculture and food industry in the future.Tétel Szabadon hozzáférhető Tétel Szabadon hozzáférhető Fogyasztói ellenállásra való affinitás a magyar fogyasztók körében(2015-12-31) Jakopánecz, EszterThe causes of the loss of market results go beyond the realities of intense and noisy competition. The rejecting attitude and resistant behaviour of consumers can exert pressure on the companies’ business processes – several market examples draw attention to the weight of those consequences. To find out the appropriate way to handle this phenomenon became inevitable. The resistant behaviour of consumers exists in numerous markets and industries, among these foods are particularly concerned. There are examples for short and long term, but intense consumer indignation. Although consumer resistance is not a product- or market-specific phenomenon, it’s worth considering the issue of food, because of its embeddedness in everyday life, so market players may face easily criticism and conflict of interest. The study provides an overview of markets facing consumer resistance. The aim of the quantitative research is to find out the affinity of Hungarian consumers for consumer resistance and its various forms.Tétel Szabadon hozzáférhető Az egészségvédő élelmiszerekkel kapcsolatos fogyasztói attitűdök vizsgálata(2020-07-09) T. Nagy-Pető , Dorka; Fehér, András; Szakály, ZoltánThe main goal of our research was to analyze the role of health-protecting food in our daily nutrition. In our secondary research, we analyzed the generalities and characteristics of health and health behavior with the help of relevant domestic and foreign literature. We analyzed the domestic tendencies of health in details. We examined the most important characteristics of functional foods and investigated the factors of personalized nutrition. Based on a literature review, in our primary research we conducted an online questionnaire survey with 231 respondents. Our survey cannot be considered representative, however, the proportion of genders in our sample population is almost the same as the Hungarian population’s. In the questionnaire survey, we examined the frequency of consumption of health-protecting food. After that, we analyzed respondents’ perceptions of the actual health effects of health-protecting food. We have measured consumer attitudes towards health-protecting food. We analyzed the perception of potential health risks and problems from the consumer perspective. We measured the impact of various health factors on shopping. Besides, we have explored our intention to participate in personalized nutrition-related programs. Based on our research, most of the analyzed health-protecting food is consumed once or twice a week. It can be stated that the respondents considered the examined food categories less scientifically proven. We could identify the preventive behaviors of respondents for various health problems. However, there is also uncertainty in the decision of respondents in what is the right way to prevent the diseases. In this uncertain situation, only experts can provide real help to them. JEL Classification: Q16, Q12, Q13, O32Tétel Szabadon hozzáférhető A cukrászipari termékek fogyasztási szokásainak főbb jellemzői Magyarországon(2014-12-31) Ladányi, Krisztina; Szőllősi, LászlóPresent study focuses on the purchase and consumption craftsman confectionery products. Domestic confectionery has been subject to many changes in the recent decades, this sector suffers from internal problems and tries to reply to the changed consumer habbits. The specific Hungarian confectionery section – according to the professional literature – has not yet investigated earlier. Our objective is to analyse the changed consumer habbits and that’s influence factors. As the primary research method we used personal interviews and online inquiry. The personal interviews are in progress, therefore this study introduces only the results of the online inquiry (n=468). The majority of the respondents consume and purchase confectionery products. Most of people are looking for quality products, even they spend more money for this. The consumers mostly purchase products from confectioneries, they visit the pastry shops because of relaxation and unique, prime pastries. The products made from light and natural materials, are very popular due to the changed consumer habbits.Tétel Szabadon hozzáférhető A németországi termelői boltok online marketing tevékenysége(2021-12-31) Füzesi, István; Csordás, Adrián; Felföldi, JánosThe importance of digital marketing is increasing significantly. During the current pandemic situation, its shortcomings are even more easily noticeable. Due to the German consumers' green purchasing behaviour, the poor online performance of German farmer shops appeared. The aim of this paper was to analyse the usage of digital marketing tools in this field. A representative database was applied for the descriptive statistics and the principal component analysis as well. Five clusters were defined by the K-mean method. The research of 375 farmer shops highlighted shortcomings in the usage of the website and social media. More than 70% of the farmer shops did not operate any website or did not provide on it all the required information, while only 20% of the shops were available online as a webshop. The low share of digitally well-managed farmer shops (less than 3%) was revealed by the clustering method. These focus mostly on the sale of alcoholic beverages. The social media surfaces meant in the case of many shops the only contact to the consumers, however, the application of these platforms was not common according to the applied method. For the farmer shops, the lack of digital marketing could mean a disadvantage in a short period, however, the increasing importance of online appearance could cause the decrease of interest and sales for a longer period. JEL Codes: M31, O13, E21Tétel Szabadon hozzáférhető A méltányos kereskedelem mozgalmának áttekintő bemutatása(2015-07-09) Tóth, EszterFair trade is a bottom-up initiative whose objective is to make reasonable conditions for the poor producers of the Third World and to enable them to follow a sustainable model of development. This realigned commercial partnership aims to modify the rules of traditional international trade between the producers of the southern nations and the purchasers of the northern hemisphere, and to replace them with a novel alternative. The goal of fair trade is to change the rules of the game that have controlled the dominant economic model. The main tool of the movement is the development of an awareness of socially responsible consumer behavior.Tétel Szabadon hozzáférhető A fogyasztói attitűd affektív és konatív komponenseinek elemzése a pálinka imázsában(2021-08-03) Mucha, László; Oravecz, Titanilla; Totth, GedeonThe 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: M31Tétel Szabadon hozzáférhető Lehetőségek és akadályok az egészséges élelmiszer-fogyasztás területén(2018-07-09) Mihály, Nikolett; Rónai, Ramóna; Komáromi, Nándor; Lehota, JózsefThe issue of healthy food consumption is an extremely hot topic in today’s fast-paced world. One of today’s ruler trends are the health awareness and health market expansion. The role of the health of consumers is appreciated. People spend more and more to preserve their health. The consequence of conscious consumption is that individuals can keep their physical and mental activity for a longer time remaining their life and accordingly they can be involved in the economic growth. Our central hypotheses were that the financial situation, the level of consciousness and „identity” have a decisive influence on women who assume a healthy eating habit in Hungary. We also presumed a link between health consciousness and financial attitudes, as well as a positive relationship between health consciousness and behavioral intent and normative beliefs. Our results confirm: the income status and the degree of awareness mostly influence the existence of a healthy diet. JEL codes: E21, H31, H51Tétel Szabadon hozzáférhető Füstölt barramundi filé termékek hazai fogyasztói megítélésének vizsgálata(2016-07-08) Szűcs, István; Tikász, Ildikó Edit; Karnai, Laura; Stündl, LászlóThe present paper discusses the findings of primary research studies related to the development of smoked fish fillet made of the barramundi fish species into a functional food, connected to product tasting. The study sought to provide information for the target audience, in our case, for consumers in hypermarkets on (1) their certain fish consumption habits, (2) their attitudes towards conscious fish consumption, (3) the reputation of the barramundi brought to the domestic market recently and the related considerations of consumers, and (4) consumers’ perceptions of the latest product development, smoked barramundi enriched with substances of positive nutritional effects (e.g. vitamin complex, pumpkin-seed oil, Gingko biloba extract, Sylibum marianum oil, etc.) Our findings suggest that consumers’ perceptions of the barramundi were positive as they positioned this fish species as an attractive, premium category product. The product development, i.e. the smoked barramundi fillet, as a functional food, was well received by consumers. The target audience had already tasted smoked fish earlier, and they were satisfied with the taste of the new premium product. It is important to stress that the respondents lacked a good understanding of the meaning of “functional foods”; however, they agreed with such kind of product developments. They mostly appreciated the components of functional foods with positive and preventive effects on heart and eye health. On the basis of the research it can be concluded that product development is on the right track, it fulfils all the habits, expectations and demands of the target audience related to fish consumption. JEL codes: Q13, P46Tétel Szabadon hozzáférhető Milyen alapélelmiszert dúsítson a funkcionális élelmiszergyártó? – Egy tudományos vita magyarországi folytatása(2018-07-09) Vonyó, Viola; Temesi, ÁgostonThe basis of our study was provided by the question previously discussed in literature: whether functional food producers should enrich unhealthy or healthy carriers. Most of the previous studies reached the conclusion that such foods can be the carriers of successful functional foods that are perceived as healthy by themselves, such as yoghurt, cereals, orange juice and whole grain products. According to some authors, however, carriers that are perceived as healthy are not worth improving functionally, because they are perceived as healthy by themselves, so consumers did not find artificial enrichment necessary. The main objective of the study was to find out that the enrichment of which foods would be the most justified for food companies in Hungary. In our online questionnaire reaching 2034 respondents we built on the methodology of previous studies. As part of the questionnaire, based on conjoint cards, we created different mini-concepts to study the respondents’ willingness to buy them. For Hungarian customers, based on the respondents’ answers, the enrichment of “healthy foods”– aligning with the findings of several other researchers – generally makes the judgment of the product even more favourable, however, we also agree with the findings of researchers arguing differently, namely that in the case of an unhealthy product enrichment can cause a bigger change in how healthy it is perceived. But in the case when a functional food developer wants to sell their product with its healthy image, it is a better choice to enrich a carrier that is perceived as healthy, because the purchase intention for the product created by enriching something “unhealthy” is not going to be as high as the purchase intention for the non-enriched product seen as healthy. JEL code: I15Tétel Szabadon hozzáférhető Az alternatív étrendet követők helyi termékek vásárlásához kapcsolódó attitűdjei(2018-12-31) Barna , Fédra; Bauerné Gáthy, Andrea; Kovács, Bence; Szakály, ZoltánEarth’s population has been growing steadily over the last centuries, with increasing demand for food production. For this reason, despite the current technological progress, even more and more cultivated lands are needed. The purpose of our research is to examine the proportion of local products that are being used by those who follow different alternative diets, which can also be used to test the behaviour towards sustainability. In order to reach our goals, we have developed a national survey including 504 Hungarian consumers. The survey consists of several questions about alternative diets, food-oriented lifestyle, and local products. The answers were weighted in order to properly represent the gender distribution of the population and were analysed using descriptive statistics and factor analysis. According to the results, environmental conscious behaviour appears among the alternative diet followers, but for sustainability this is not a sufficient condition. Local products are bought by 82.9% of the respondents. The biggest incentives of buying local products are the origin, the support of local producers / merchants, the reduction of food kilometres, the healthy and natural characteristics of the products, and the positive experiences with local products. In contrast, the reasons why local products are mostly refused by consumers are the facts that they are time consuming and difficult to obtain. JEL codes: C38, D70, I12, M31, Q56Tétel Szabadon hozzáférhető Zöldség-gyümölcs fogyasztás vizsgálata a magyar fogyasztók körében(2020-12-31) Szabó, Imola; Lehota, JózsefThe importance of fruit and vegetable consumption is emphasized by promotions, recommendations, and domestic and foreign researches. According to the results of Hungarian research, consumers with high education and high income are the fastest to commit to a healthy lifestyle (of which regular consumption of fruit and vegetables is an integral part). The present study examines fruit and vegetable consumption through focus group interviews examining two distinct segments; full-time undergraduate students as well as full-time adults. The reason for choosing the two segments was based on the literature, according to which lifestyle research shows that the supportive family financial background of students helps to make this segment more health-conscious, while full-time adults with higher education and income are also more health-conscious consumers. Based on the results of interviews with six groups – three with students and three with full-time adults – it can be stated that among the participants the reasons for consuming fruit and vegetables are health awareness, and in many cases the family pattern is a determining, moreover important aspect that vegetables and fruits are very much loved. However, despite their commitment to a healthy lifestyle and fruit and vegetable, most of them have never heard of fruit and vegetable promotions. As a result of the focus group research, it can also be observed that income is a determining factor, especially in the face of rising prices. In addition to consumption patterns, the research also addressed the issue of branding, the results of which suggest that geographical indications are still more important than the creation of a stand-alone brand name. JEL Classification: I12, P46Tétel Szabadon hozzáférhető Táplálkozási szokások változása a pandémia alatt(2022-06-30) Pfau, Christa; Molnár, Anikó; Dorogi, KristófThe COVID-19 pandemic has had a significant impact on the daily lives of the population, primarily due to the disease control measures. The focus has shifted to health protective factors, with a healthy diet playing a key role in increasing the human body's resistance to pathogens. In addition, being overweight has a negative impact on the course of the disease, making the virus an even greater threat to our society. Our aim was to examine how the pandemic has changed our daily diet, with a particular focus on fruit and vegetable consumption. Data collection included both secondary and primary research. With 242 responses, our primary analysis was conducted using an online questionnaire. The results showed, that half of the respondents had changed their eating habits and one third had gained extra weight during the pandemic. A higher percentage regard their fruit and vegetable consumption as sufficient enough, while only 29.6% think they are eating the daily recommended amount. The results showed that there is a lack of awareness among respondents of the recommended daily intake of fruit and vegetables, which is a fundamental problem in terms of dietary health. JEL Code: I12