3. International Market Segmentation of European Countries Based on Sports and Health Consumption

Kiss, Marietta – Farkas, Noémi Dóra

Differences in development of European countries can be seen in many areas. Differences in household expenditure, income inequality and life expectancy have already been revealed by a number of previous studies. However, relatively little attention has been paid to the international variations in household health, sports and recreation spending. In our research, therefore, European countries were segmented on the basis of, among other things, household health, sports and recreation expenditures, pointing out that the level of these expenditures is related to other dimensions of development. As a result of our research, the authors managed to separate four clusters of European countries in terms of sports consumption and three clusters in terms of health consumption, with useful lessons for economic and social policy or profit-oriented companies considering international expansion in the health, sports and recreation markets.

DOI: 10.20494/TM/7/2/3

The Hungarian Journal of Nutrition Marketing. 2020. 7 (2) 33-49.

Download: 03_Kiss – Farkas_Az európai országok nemzetközi piacszegmentációja sport- és egészségfogyasztás alapján

6. Investigating the Factors of a Healthy Lifestyle Among Amateur Sportsmen

Markos, Attila – Kiss, Virág Ágnes

Worldwide, there is a growing demand for health-conscious lifestyles and, according to Gfk’s surveys, this trend is becoming increasingly prevalent in Hungary. In this study, middle-aged hobby sportmen were asked about their attitudes towards a health-conscious lifestyle with particular emphasis on eating and consuming functional foods. This research is based on in-depth interviews with four amateur athletes on the topics above. When preparing the interviews, great emphasis was put on the spontaneous responses and reactions of the subjects. According to our results, amateur athletes who take part in a training session several times a week, pay special attention to healthy eating and the appropriate exercise activities, which are complementary to training. They eat and maintain the functional foods required for a given workout, and they have serious professional knowledge. However, their main sources of information are typically not personal consultations with professionals but information available on the Internet.

DOI: 10.20494/TM/6/2/6

The Hungarian Journal of Nutrition Marketing. 2019. 6 (2) 61-70.

Download: 06_Az egészségtudatos életmód tényezőinek vizsgálata az amatőr férfisportolók körében