Exploring Hungarian Chocolate Consumer Preferences and the Market Potential of Kazakhstani Rakhat Chocolate in Hungary

A tétel rövid nézete
dc.contributor.advisorCzine, Péter
dc.contributor.authorKarmenova, Dilnaza
dc.contributor.departmentDE--Gazdaságtudományi Kar
dc.date.accessioned2025-06-16T12:47:07Z
dc.date.available2025-06-16T12:47:07Z
dc.date.created2025-05-05
dc.description.abstractThe research was conducted to identify the chocolate consumption habits and dark Rakhat chocolate preferences among international (n=126) and Hungarian (n=163) respondents, and the Rakhat company's potential performance in Hungary. The 15-minute questionnaire, consisting of three parts (general chocolate consumption behavior, Rakhat chocolate, and sociodemographic), helped identify popular chocolate types, brands, fillings, shopping locations, and purchase goals among participants. The questionnaire also helped determine an association between gender, age categories, education levels, as well as willingness to purchase and spend money on chocolate. The literature review was examined in terms of general chocolate consumption factors and the effects of sociodemographic aspects on chocolate preferences (age, gender, and education). Based on the survey and SWOT analysis, the Rakhat company has the potential to develop its market in Hungary. Still, customers might not be fully ready, and the required improvements might not be cost-efficient, demanding careful planning and financial assessment.
dc.description.courseBusiness Administration and Management
dc.description.degreeBSc/BA
dc.format.extent76
dc.identifier.urihttps://hdl.handle.net/2437/391871
dc.language.isoen
dc.rights.infoHozzáférhető a 2022 decemberi felsőoktatási törvénymódosítás értelmében.
dc.subjectChocolate consumption
dc.subjectDark chocolate preferences
dc.subjectRakhat chocolate
dc.subjectHungarian market
dc.subjectSWOT analysis
dc.subject.dspaceEconomics
dc.titleExploring Hungarian Chocolate Consumer Preferences and the Market Potential of Kazakhstani Rakhat Chocolate in Hungary
dc.title.translatedA magyar csokoládéfogyasztók preferenciáinak és a kazahsztáni Rakhat csokoládé magyarországi piaci potenciáljának feltárása
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