Fight for Customers - Correlations of Trade Organizations and Sales Promotionon the Hungarian FMCG Market

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dc.contributor.authorFöldi, Kata
dc.contributor.authorPólya, Éva
dc.contributor.authorPénzes, Ibolya Rózsa
dc.date.accessioned2024-08-01T07:41:38Z
dc.date.available2024-08-01T07:41:38Z
dc.date.issued2023-12-31
dc.description.abstractTract 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: M31en
dc.description.abstractMagyar cím: Harc a vevőkért - Kereskedelem szervezés és vásárlásösztönzés összefüggései a magyar FMCG piacon JEL Kód: M31hu
dc.formatapplication/pdf
dc.identifier.citationTáplálkozásmarketing, Vol. 10 No. 2 (2023): Táplálkozásmarketing , 31-38
dc.identifier.doihttps://doi.org/10.20494/TM/10/2/3
dc.identifier.eissn2631-1380
dc.identifier.issn2064-8839
dc.identifier.issue2
dc.identifier.jatitleTM
dc.identifier.jtitleTáplálkozásmarketing
dc.identifier.urihttps://hdl.handle.net/2437/378762
dc.identifier.volume10
dc.languageen
dc.relationhttps://ojs.lib.unideb.hu/taplalkozasmarketing/article/view/12743
dc.rights.accessOpen Access
dc.rights.ownerDr. Földi Kata, Dr. Pólya Éva, Dr. Pénzes Ibolya Rózsa
dc.subjectoperation conditionsen
dc.subjecttrade organizationen
dc.subjectsales promotionen
dc.subjectconsumer opinionen
dc.subjectműködési feltételekhu
dc.subjectkereskedelem szervezéshu
dc.subjectvásárlásösztönzéshu
dc.subjectfogyasztói véleményhu
dc.titleFight for Customers - Correlations of Trade Organizations and Sales Promotionon the Hungarian FMCG Marketen
dc.typefolyóiratcikkhu
dc.typearticleen
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