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Tétel Szabadon hozzáférhető A húsáruk marketingjének piaci kihívásai különösképen a fogyasztói magatartás aspektusában(2025-09-07) Marczin, Tamás; Brumár, Boglárka; Soós, MihályIn recent years, the food industry has been facing new challenges related to consumer demands. New trends are replacing the old familiar ones, affecting the consumption of meat products and the acceptance of processed products. In the Hungarian context, it is also noteworthy that consumer behaviour is particularly price-sensitive. In this new market environment, meat industry operators, including companies developing stuffed meat products, need to engage in marketing activities that will enable them to sell their products successfully. The aim of this research is to highlight the factors that determine this process from the point of view of consumer preferences and the players in the sector. The results of the research show that the majority of consumers consume meat products on a weekly or daily basis. In terms of diet, there is an even split between fresh and processed products and mixed consumption. In terms of meat preferences, the vast majority of consumers prefer to consume the well-known and traditional meat products: chicken, beef, pork and fish. Few people include meat products that are specialities of the national cuisine (rabbit, duck, goose, game) in their diet. A similar trend can be observed for attitudes towards stuffed meat products, where the taste and product are typically dominant in purchasing decisions. This suggests that domestic consumers continue to consider meat products as an important factor in their diet. However, it is precisely because of this fact that operators in the product field need to adopt a marketing strategy that takes account of consumers' price sensitivity, their conservative attitude and the fact that they identify the product group as a staple food. Thus, in the case of product development by introducing a new flavour or changing a key product characteristic, it is important to introduce and promote it in a considered way, as this will make consumers more willing to incorporate it into their purchasing decisions. JEL codes: M31, Q13, Q18Tétel Szabadon hozzáférhető The Impact of Influencer Marketing on Consumer Motivation and Awareness in the Dietary Supplements Market –Exploratory Research(2025-06-30) Rimóczi, Csilla; Alekosz, MáriaThis study explores the impact of influencer marketing on consumer motivation and awareness in the dietary supplements market. The increasing prevalence of social media and its integration into daily life has positioned influencer marketing as one of the most dynamic and influential tools in targeting younger generations, particularly the z and y generations. This study examines how influencer marketing affects purchasing behavior, with an emphasis tin the health-conscious lifestyle trend. Through a combination of secondary and primary research, the study identifies key trends and motivations driving consumer behavior in the dietary supplements sector. Six qualitative in- depth interviews were conducted with participants aged 24 to 35 from the y and z generations. These interviews highlighted the importance of health consciousness, social media influences, and individual trust in influencers’ credibility. Participants’ motivations for using dietary supplements include health maintenance, energy boosts, and convenience, though skepticism towards influencer-promoted products persists. The findings suggest that while influencer marketing holds significant sway over generation Z consumers, authenticity, scientific backing, and the influencers’ credibility play critical roles in determining their effectiveness. Conversely, generation Y consumers demonstrated a greater degree of skepticism towards influencers and placed more emphasis tin staff research and expert opinions. The study concludes that responsible influencer marketing practices and better consumer education are essential. These include transparent, scientifically grounded communication lake mitigate potential misinformation. The insights gained contribute lake understanding how generational differences shape consumer engagement with dietary supplements and highlights the need for regulated marketing practices lake ensure ethical promotion in this growing market. JEL Codes: M31, I112Tétel Szabadon hozzáférhető Borfogyasztási szokások Magyarországon(2025-06-30) Lenkovics, Beatrix; Soós, Gabriella; Lugasi, AndreaWine production and consumption varies widely from country to country, due to the diversity of the world's wine-producing regions and consumer preferences. The wine sector is a global market where wine production and consumption trends are constantly evolving. In recent decades, the world wine market has undergone a complete transformation, and Hungarian wine culture has also undergone significant changes. Every culture of every age has had its own ideas about wine, wine making and wine consumption. The wine sector also faces the challenge of changing consumer preferences. The research aims to understand the wine consumption habits of domestic consumers. The research will explore the aspects of wine choice, where wine is consumed and where wine is purchased. Wine consumption in Hungary is a small part of the daily consumption, The results of the research show that wine consumption in Hungary today is related to income. Improving the income situation increases the frequency of wine consumption. Further results show that wine was purchased in higher amount by people with higher incomes and higher education levels, which is similar to the consumer audience in most countries. The transformation has been generated by the emergence of new viticultural and oenological technologies based on scientific results, the increased demand for quality, the spread of producer sophistication and the emergence of a discerning wine consumer class. JEL Codes: L83, M31Tétel Szabadon hozzáférhető A Gymbeam és Myprotein weboldalak online vásárlási élményének összehasonlító elemzése szemkamerás kutatással(2025-09-07) Bánszki, Fruzsina Flóra; Boros, Henrietta MónikaThe interest in a health-conscious lifestyle and the spread of digitalisation are gradually increasing the demand for online grocery shopping. In this context, the aim of our research was to explore the factors that consumers encounter during the shopping process in the GymBeam and MyProtein online stores. Different methods were used in the research. Besides an eye-tracking research, a follow-up questionnaire and a focus group discussion were conducted. First, a literature analysis was conducted, which provided insights into the purchasing habits of health-conscious consumers of products perceived as healthy online. Subsequently, 38 participants in the eye-tracking research study viewed the main pages of the GymBeam and MyProtein websites, the precieved as healthy product category pages, and two specific own branded product pages. After the results were collected, participants completed a follow-up questionnaire to help understand the demographic background. Finally, a focus group discussion with 8 participants was used to gain deeper insights into consumer preferences, impressions and online shopping behaviour. The results of the research suggest that companies need to pay particular attention to visual appearance, as packaging and online promotional strategies have a significant impact on consumer decisions. The results suggest that online stores should ensure that product information is presented in a clear and concise manner, design the location of the promotions bar and consider using pop-ups in this way to effectively target customers. JEL Codes: M31, I12Tétel Szabadon hozzáférhető A legdrágább falatok, avagy az élelmiszer-pazarlás a debreceni egyetemi hallgatók körében(2024-12-31) Bittner, Beáta; Vida, Viktóra; Kovács, Sándor; Kovács, Tünde Zita; Kasza, Gyula; Nagy, Adrián Szilárd; Szakos, DávidThe scale, importance and consequences of food waste are a much-studied topic, as they contribute greatly to resource wastage and environmental damage. Research at the University of Debrecen aimed to explore the factors behind food waste, with a particular focus on the habits of university students. While the overall level of food waste is well documented worldwide, research on specific population groups, such as university students, has only recently received attention. University students represent a unique demographic group due to their particular life rhythm, limited financial means and more in-depth knowledge. In the framework of the research, a survey was conducted among the students of the University of Debrecen in the academic year 2023/2024 to find out their knowledge and habits related to food waste. The aim of the survey is to highlight opportunities to reduce waste and contribute to more sustainable consumption patterns. The survey was voluntary and consisted of 133 questions in several groups of questions. After data cleaning, the present study is based on the responses of 618 students. Data analysis was conducted using SPSS 29.0. Analysis of variance (ANOVA) and t-test were conducted and Chi-square test was used at 5% level of significance. K-means clustering algorithm was used to group respondents based on their estimated individual food waste in kilograms and their household or national average food waste. In addition to this, PCA (Principal Component Analysis) analysis was applied. There was a significant difference between genders, with women typically wasting less food than men, there was no difference in wastage between income groups, but there was for the principal components based on attitudes, with those of modest income typically being more financially conscious, while those of above average income were less characterized by planning and more characterized by environmentalism. There was also a significant difference by education level, with lower educated individuals being more receptive to discounts and higher educated individuals scoring higher on the environmental principal component. JEL Codes: D12, Q18, Q 53, Q56Tétel Szabadon hozzáférhető Vényköteles (Rx), vény nélkül kapható (OTC) gyógyszerek és étrend-kiegészítők vásárlási mintázata magyar fogyasztók körében(2024-06-30) Kertész, Balázs; Balogh, Péter; Bíró, KláraOver-the-Counter (OTC) medicines and food supplements plays an important role in healthcare. It is generally accepted that, when used properly, OTC medicines save consumers time and money. In this paper we looked into the purchasing behavior of the Hungarian population regarding OTC drugs and food supplements, highlighting the significance of self-medication. Using a quantitative online survey in March 2022 with a national representative sample, the research aimed to measure the out-of-pocket health expenditures, focusing on OTC drugs and food supplements. The analysis showed that the population spends more money on OTC drugs and food supplements than the co-payment of prescription (Rx) drugs, and the combined expenditures on OTC drugs and food supplements significantly contribute to the household's total healthcare costs, representing 45% of this budget. Three hypotheses were formulated to investigate the relationships between the spending on Rx medications, OTC drugs, food supplements, and various demographic factors. The analysis showed significant correlations, indicating that as expenditures on Rx medications increase, so do the purchases of OTC drugs and food supplements. Demographic analysis indicated that the younger demographic age group (18-35 years) tends to spend the least on both Rx, OTC drugs and food supplements, while the 36-50 age group exhibits the highest expenditure on food supplements. However, no significant difference in OTC drug purchases was found among those older than 36 years. The study raises further questions regarding the purchasing behavior of chronic patients, the differentiation between OTC drugs and food supplements by consumers, the influence of minors in the household on purchasing decisions, and whether the primary target demographic for these products should be expanded beyond the 35-50 aged women as it is defined nowadays. JEL Codes: I11, I12, M31Tétel Szabadon hozzáférhető Environmental Awareness of Generations and Sustainable Product Development: The Way towards a Green Future(2024-12-31) Tóth, Elektra; Czeglédi, Ildikó; Popovicsné Szilágyi, Zita; Müller, AnettaEnvironmental protection is one of the most significant challenges of our time, becoming increasingly urgent due to the growing population and consumption. This study examines the environmental awareness of different generations, particularly Generation Z, and highlights gender differences. The online questionnaire survey analyzed the opinions of 427 respondents living in the Northern Great Plain region, of whom 367 belonged to Generation Z (148 men, 219 women) and 57 to Generations X and Y. The study also investigated Generation Z's attitudes toward activities aimed at mitigating climate change, with comparisons across genders and generations. On a 1-to-5 Likert scale (1 = not important at all, 5 = extremely important), Generation Z ranked selective waste collection (average = 4.37), avoiding food waste (average = 4.21), and conscious energy use (average = 4.17) as the most important. Women rated environmentally conscious activities, such as using recycled paper and choosing products with less packaging, significantly higher than men (p ≤ 0.05). Comparative analysis showed that Generations X and Y considered nearly all climate protection activities more important than Generation Z (p ≤ 0.05), likely due to higher levels of knowledge about energy-saving solutions. Education and family environment play a key role in shaping environmental values. Despite generational differences, Generation Z also prioritizes waste reduction and considers climate protection aspects in their purchasing decisions. The study additionally presents the development of a sustainable soft drink that incorporates environmental considerations and offers an innovative packaging solution to minimize waste. JEL code: Q01Tétel Szabadon hozzáférhető Genetikai alapú személyre szabott táplálkozás és az étrend-kiegészítő fogyasztás kapcsolata a magyar lakosság körében(2024-06-30) Holbné Nábrádi, Zsófia IldikóGenetic-based personalised nutrition is a concept that adapts diets, foods and nutrients to a person's individual needs (genetic, lifestyle and environmental), of which the use of supplements can be an integral part. Personalised nutrition, as a new technology and nutritional principle, could be a good way to improve the objective health status of the population in a meaningful way. However, previous research has shown that Hungarian consumers are distrustful and uncertain about this new technology, despite its obvious benefits. My main objective is to identify the attitudes towards nutrigenomics in relation to dietary supplement consumer behaviour. My quantitative analysis was carried out on a nationally representative sample of 1000 people. In the present study, I describe the clusters of the Hungarian population based on their dietary supplement consumption behaviour. Each cluster has different opinions on who they perceive as having an advantage in the applicability of genetic-based tests and to what extent they expect consensus among experts on genetic-based tests. Clusters show characteristic differences in openness to innovation and attitudes towards genetically personalised nutrition. I complemented my results with a qualitative study, which I conducted in the form of a netnographic survey. Through content analysis on social media, I identified the most common themes and consumer reactions to personalised nutrition on social media sites. Overall, it was found that dietary supplement consumption and the adoption of genetic-based tests show synergies in the manifestation of openness to novelty, health promotion behaviours, social norms, and positive attitudes. JEL Codes: A13, I12, P46Tétel Szabadon hozzáférhető QFD és a Kano-modell integrálása egy étrend-kiegészítő tabletta bevezetéséhez(2024-12-31) Kotsis, Ágnes; Darnai, BalázsThe University of Debrecen (UD) is aiming to enter the dietary supplements market with its own branded and self-manufactured products. The goal of our research is to determine the product characteristics which provide a competitive advantage for a dietary supplement capsule about to be launched and translate them into technological parameters of manufacturing. In this research, we aim to find out (K1) which product characteristics contribute the most and (K2) which technological parameters need to be focused on during production. To answer these questions, we integrated the Kano Model was integrated into the "House of Quality" (QFD) model and cluster analysis was conducted. By applying these methods together, we can get a clearer picture of which product characteristics to focus on in product development to achieve the highest increase in customers’ satisfaction. The responses of 298 individuals were analysed based on their consumption habits. According to our results, natural ingredients, scientific background of the University of Debrecen, and safety were attractive factors for identifiable target groups, moreover, the first two attributes contributing the most to customers’ satisfaction. Therefore, we also recommend indicating these on the packaging. Based on the House of Quality analysis, bioactive ingredients emerged as the most important technical parameter, so we recommend its adaption in production. JEL codes: I12, L11 L66Tétel Szabadon hozzáférhető Verseny és előny – A Decanter World Wine Awards magyar vonatkozású eredményei és azok összefüggése a borok árával(2024-06-30) Szilágyi, László; Nagy, Adrián SzilárdThis study examines the relationship between Hungarian wine prices and the results of the 2023 Decanter World Wine Awards (DWWA). The study analyses the relationship between the DWWA and the prices of medal-winning Hungarian wines and the impact on the Hungarian wine sector. An analysis of the correlation between the Decanter World Wine Awards and Hungarian wines shows the price-shaping effect of wine competitions on the Hungarian and international wine market. By taking advantage of the recognition and credibility provided by the DWWA, Hungarian winemakers have the opportunity to position their wines in higher market segments, serving discerning consumers seeking premium and award-winning wines. Three regions seem to be best suited for this: Tokaj, Eger and South Pannonia (Villany and Szekszard). The winning wines will contribute to the economic viability and sustainability of the Hungarian wine industry, providing access to new sales channels, international recognition and promoting the unique and diverse Hungarian terroir. The medals achieved in this prestigious competition will facilitate market entry in competitive markets and foster cooperation with distributors and importers seeking quality-driven wine portfolios. Continued investment in quality development, sustainability practices and market diversification will be essential for Hungarian winemakers to capitalise on the success of the competition for long-term growth. In the future, the authors aim to conduct a study of the results of several years of competition, incorporating new perspectives. JEL Codes: E2, E3, F1, M2, M3Tétel Szabadon hozzáférhető A szülő és gyermek egészségmagatartásának kapcsolata(2024-06-30) Pfau, Christa Sára; Bácsné Bába, Éva; Kanyó, Zsófia Krisztina; Molnár, AnikóIn recent years our daily lives have been characterised by lifestyle diseases, sedentary lifestyle, high level of physical inactivity, global pandemic. Because of this reason health becomes as an important value in our everyday life. It can be said that health status is a dynamic status which is affected by various aspects. The development of health behaviour involves individual decision-making and choices, the social and built environment, as well as various socialization contexts. The family model and the socio-economic status of the family play a crucial role in shaping children's attitudes towards health culture, exerting a significant influence on the formation of children's habits such as physical activity and proper nutrition. In childhood, there is partial control, with parents making decisions about living conditions, nutrition, and most aspects of the child's life. It is also important to note, that adolescents constitute a demographic where primary prevention can achieve the most long-term successes. Because of this reason, at the centre of our research is the examination of parental patterns and their reflection in the health behaviour of young adults, including eating-, sleeping-, and harmful habits as well as covid pandemic's effect on the eating habits of the families. JEL Code: I12Tétel Szabadon hozzáférhető Az élelmiszerpazarlás jelenlegi helyzetének bemutatása Magyarországon(2024-12-31) Varga-Karádi, Nóra; Kiss, Virág Ágnes; Vida, ViktóriaOur research focuses on food waste, one of the global problems of our time. Food waste has not only economic but also significant environmental and social consequences. Our aim is to highlight the importance of sustainable food consumption and production in the light of relevant figures, to provide a comprehensive picture of the current situation of food waste in Hungary and to serve as a starting point for other similar research closely related to this topic. In order to achieve this, the background to the topic and existing good practices will be examined. Based on the literature, it can be concluded that there is a significant amount of food waste in households, which could most likely be prevented. A collection of good practices that companies and businesses have launched to reduce food waste has been compiled. It would be worthwhile to raise awareness of these food waste reduction opportunities, alternative uses for food leftovers and composting, through a targeted marketing campaign to raise awareness of the issue. JEL code: Q56Tétel Szabadon hozzáférhető Gyümölcsöt ajándékba? A zöldség-gyümölcs ajándékozás lehetséges aspektusai(2024-12-31) Szabó, ImolaGiving fruit and vegetables as gifts is not a widespread custom in Hungary, while a healthy lifestyle is always considered a good buzzword. While abroad, special vegetable and fruit baskets already offer unique gift options, at home the classic books, chocolates, flowers, and the provision of services and experiences are preferred. Some special fruits are sold for millions on the market, but there are also cheaper, yet unique products. Although the gifting of fruit and vegetables has historical traditions all over the world, nowadays their sale as gifts has declined. Consumers who are environmentally and health-conscious, open to a green lifestyle, or just curious could be realistic target segments for this niche area, which could be brought to success with an appropriate marketing strategy. JEL codes: I12, M31, Q13Tétel Szabadon hozzáférhető A fenntartható élelmiszer-fogyasztás összefüggései(2024-06-30) Szakály, ZoltánThe past seventy years have been perhaps the fastest development phase in human history. The concept of sustainable development is the sense of responsibility towards future generations, the so-called emphasizes intergenerational solidarity by recognizing the right of future generations to meet their needs. The biggest challenge facing humanity is finding solutions to reduce the damage it causes. The key to this is changing consumption habits. We believe that a food consumption structure that has a low environmental impact, but at the same time an insufficient nutrient density, cannot be considered sustainable, as this leads to malnutrition and deficiency diseases. A sustainable food system (SFS) is a food system that ensures food security and healthy nutrition for all, in a way that does not jeopardize the economic, social and environmental foundations for future generations. Based on what has been described so far, it is clear that the environment and health are two key dimensions of a sustainable diet or sustainable food consumption. The article presents the implementation possibilities of sustainable food consumption through examples. JEL Codes: E2, Q5Tétel Szabadon hozzáférhető Fight for Customers - Correlations of Trade Organizations and Sales Promotionon the Hungarian FMCG Market(2023-12-31) Földi, Kata; Pólya, Éva; Pénzes, Ibolya RózsaTract of time after the millennial brought well definable changes in retailers’ trade organizations and marketing activity in the Hungarian three-pole FMCG market. Operation conditions of enterprises became more complicated which is also reflected in the variability of the number and intensity of relevant influencing factors as well as in the difficulties of forecasting them. Out of these the change of consumer/purchase behaviour, the growth of competition intensity, the swell of procurement marketing, changes in channel position, the innovation of informatics and info communication tools, the dominant change of economic environment, the stiffening legislation and the unexpected influence of ecological environment can be highlighted. An important starting point for exploring the impact of the changes focusing on market competition is that the number and activity of chain stores operating in Hungary has stabilized, which has shifted the direction of research to explore the relationship between trade organization and marketing, improving competitive advantages and management efficiency. JEL Code: M31Tétel Szabadon hozzáférhető Bormarketing, borfogyasztás és bortermelés hazánkban(2014-12-31) Törökné Kiss, Klára ÁgnesThe wine is still in Hungary in Hungarian history, culture, and one of the key elements of the economy are considered . Last, but not to the point of producing and selling the wine regions of livelihoods. Thousands of years in wine-producing traditions preserved in the modern winemakers, wine competitions demonstrate their skills.Tétel Szabadon hozzáférhető Vadhúsfogyasztói magatartás a minőségi szarvashús imázsa és pozícionálása(2014-12-31) Torma, Dorisz; Fülöp, Nikoletta; Szente, ViktóriaThe purpose of our research is to understand the wild game meat, and more specifically, venison consumption behavior of the Hungarian population. In order to examine the issue, we have conducted questionnaire surveys as well as focus group interviews. Only 36.6% of the respondents reported that they consume game-based foods with some frequency. The main reason for the low consumption rate is related to the price of wild game meat which consumers consider too high. Based on focus group interviews, we concluded that the main problem is that most people do not even consider trying game-meat as they do not know about possible preparation methods. The results of our questionnaire survey reveal that 22.4% of the population has consumed red deer, while fallow deer has only been consumed by 7.7%. The respondents primarily associate deer meat with men, as they consider hunting and the preparation of wild-game foods a masculine activity. In Hungary, deer meat is a lesser known product considered to be a luxury good, for which a new marketing communication and sales strategy is needed. Limiting factors include unfamiliarity, high price and that respondents consider wild-game a seasonal product.Tétel Szabadon hozzáférhető Az étkezési tojás fogyasztási szokásainak főbb jellemzői Magyarországon(2014-12-31) Kertész-Molnár, Szilvia; Szőllősi, LászlóIn the last years many changes occurred in the egg sector in Hungary; the sector’s participants have to face with a number of challenges today as well. Both egg production and consumption decreased significantly in Hungary. The objectives of present survey are (1) to identify factors which are important for domestic customers in the course of purchase and consumption of table egg and (2) to investigate how informed the consumers are as regards table egg. To examine the aforementioned objectives online inquiry was applied, in pursuance of it 729 appreciable questionnaire put in. 99 percent of respondents consume eggs occasionally or regularly, while 79.1 percent of them buy as well. The findings suggest that the freshness and soundness of egg the most important factors for the domestic consumers.On the other hand trademark, price of kilogram and colour of egg influence on the decision of customer less. Present study only focuses on the importance of the factors influencing purchase and consumption, furthermore it introduces the consumers’ opinion on these factors. On the strength of disposable databaseTétel Szabadon hozzáférhető Az ipar 4.0 transzformációs hatása a bormarketing és a borágazat folyamataira(2023-12-31) Gyarmati, Gábor; Szakály, ZoltánIndustry 4.0 - like other industries - is transforming the wine sector. From viticulture to winemaking processes to wine marketing and sales, Industry 4.0 technologies have appeared everywhere and have proven to be effective with numerous best practices. It can be stated that sooner or later every serious market participant will incorporate some of Industry 4.0's solutions into their business strategy - otherwise, they will suffer from a difficult-to-catch and manage competitive disadvantage. This study summarizes the processes and main characteristics of the first three industrial revolutions, then analyzes in more detail the fourth industrial revolution and the concept of Industry 4.0, its events, the development opportunities inherent in Industry 4.0 innovations, and certain social risks as well. Subsequently, using case studies and examples uncovered through literature research, it illustrates the connection points between Industry 4.0 and the wine industry - primarily wine marketing. JEL Codes: O3, O4, M310, M370, Z310, Z330Tétel Szabadon hozzáférhető Ökológiai termékek piaci lehetőségei a Balaton déli vízgyűjtőjén(2014-12-31) Szente, Viktória; Szigeti, Orsolya; Szendrő, Katalin; Fülöp, Nikoletta; Horváthné Szigedi, Katalin-