22. Winemarketing, Wine Consumption and Wine Production in Hungary

Törökné Kiss, Klára Ágnes

The 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.

DOI: 10.20494/TM/1/1-2/22

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 149-151.

22_Törökné Kiss K. Á._Bormarketing, borfogyasztás és bortermelés hazánkban

21. Game-meat Consumption Behavior the Image and Market Positioning of Quality Venison

Torma, Dorisz – Böröndi-Fülöp, Nikoletta – Szente, Viktória

The 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.

DOI: 10.20494/TM/1/1-2/21

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 141-147.

21_Torma D. – Böröndi-Fülöp N. – Szente V._Vadhúsfogyasztói magatartás a minőségi szarvashús imázsa és pozícionálása

19. Main Characteristics of Table Egg Consumption in Hungary

Molnár, Szilvia – Szőllősi, László

In 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 database further examinations are necessary to identify of coherence connected to table egg consumption and purchase.

DOI: 10.20494/TM/1/1-2/19

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 133-138.

19_Molnár Sz. – Szőllősi L._Az étkezési tojás fogyasztási szokásainak főbb jellemzői Magyarországon

18. The Actual Questions of the Product and the Consumption of Soltvadkert’ Wine

Lendvai, Edina – Nagy Adrienn

In 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.

DOI: 10.20494/TM/1/1-2/18

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 125-131.

18_Lendvai E. – Nagy A._A soltvadkerti borok előállításának és fogyasztásának aktuális kérdései

17. Main Characteristics of Confectionery Products Consumption in Hungary

Ladányi, Krisztina – Szőllősi, László

Present 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.

DOI: 10.20494/TM/1/1-2/17

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 119-123.

17_Ladányi K. – Szőllősi L._A cukrászipari termékek fogyasztási szokásainak főbb jellemzői Magyarországon

16. Employers and Employees in the Domestic Cegetable-fruit Manufacturing Industry

Kurmai, Viktória

In the light of KSH databases processing, it can be said, that the food industry has the largest significance on the employment in the manufacture industry. The number of employees in fruit and vegetables manufacturing industry has decreased drastically while the number of part –time workers has increased since the turn of the millenium. Two classes of the examined subsector represent high indexes by the value of marketed product per emloyee. The number of businesses in fruit and vegetable manufature industry hasn’t changed radically, but the small and medium-sized enterprises became to the force.

DOI: 10.20494/TM/1/1-2/16

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 115-118.

16_Kurmai V._Foglalkoztatók és foglalkoztatottak a hazai zöldség-gyümölcs feldolgozóiparban

14. The Marketing Communication Opportunities of the Probiotic Yoghurt

Horváthné Szigedi, Katalin – Torma, Dorisz – Böröndi-Fülöp, Nikoletta – Szendrő, Katalin – Szigeti, Orsolya – Szente, Viktória

The probiotic yoghurt is a product category, representing added value, which can be assigned into the functional food product category. During the research, We collected primer informations about the consumer attitudes and customer habits in connection with these products. During the survey a national, 1000 people repesentative customer were interviewed in July 2013, among 18-75 year-old population. Two focus group interviews were also conducted. Based on the obtained results, conclusions were drawn about the effective and appropriate marketing communications strategy for the development of consumer groups. Surveys have shown that there is a need of probiotic yogurt in the market, consumers demand and are looking for these products. However, you should keep in mind the differentiated communication directed toward different groups of consumers.

DOI: 10.20494/TM/1/1-2/14

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 103-107.

14_Horváthné Szigedi K. – Torma D. – Böröndi-Fülöp N. – Szendrő K. – Szigeti O. – Szente V._A probiotikus joghurtok marketingkommunikációs lehetőségei

13. The Effect of Commercials on Children’s Behaviour

Gál, Tímea – Hankó, Fruzsina

Nowadays we can not imagine our life without commercials, because we meet them everywhere we go, and not just us but our children are also the objectives of advertisements. People’s opinion is variable about commercials. On the one hand, it is profitable for the economy, but on the other hand it could have harmful effects on children. That is the reason why it is important to take care of children’s television habits. Furthermore, it is also useful to examine what kind of effects it has on children and on their shopping habits. They will be the buyer of the future and they should become conscious purchaser, and it is the parents’ tasks to teach them and to be a role model to them. With this article we would like to present the influence of commercials to children’s free time, television and shopping habits.

DOI: 10.20494/TM/1/1-2/13

The Hungarian Journal of Nutrition Marketing. 2014. 1 (1-2) 97-101.

13_Gál T. – Hankó F._A reklámok hatása a gyermekek vásárlási szokásaira