A Comparative Analysis of Consumers' Consumption Motives and Perception of Dietary Supplements in Hungary and Jordan

Abstract

The thesis studies how Hungarian and Jordanian consumers perceive dietary supplements via different dimensions, and how this is translated into their consumption habits. The examined perception dimensions include consumption habits and motives, brand loyalty, effect of word of mouth, knowledge of potential hazards resulting from dietary supplement consumption and knowledge of regulations. Moreover, the thesis presented how the differences in the commercial regulations of dietary supplements in both countries handled the topic of marketing and legislating dietary supplements. The marketing strategies and distribution of dietary supplements worldwide were also studied to examine discrepancies and how it can lead to exploitation of marketing practices. Overall, The umbrella that this study was carried under is ethical marketing, emphasizing exploitation of marketing practices and urging dietary supplements' manufacturers to carry marketing ethically.