Sustainability is considered in relation to the consumption of local food. Consumers have recently become more concerned about food safety, including potential impurities in Asian honey. Some consumers believe that eating local honey products might be a way to avoid food safety risks. Food security is also guaranteed by certification marks that create confidence in consumers, and help their decisions in buying. The aim of the paper is to identify the main characteristics of Hungarian consumer preferences when buying honey. In this article we analyse the consumer behaviour of Hungarian hive products. This study was supported by the data from a nationwide consumer survey carried out in 2016. A total of 1584 subjects participated in this survey, the sample is representative for gender, age and highest level of education in Hungary. The results of our study show the actual potential consumers of the Hungarian honey products. Based on the results, the consumers we interviewed consider the consumption of honey of Hungarian origin very important, and they prefer to purchase these products directly or indirectly from the beekeepers. Well-informed consumers in terms of honey certification marks consider some features of honey (Hungarian origin; region of origin; brand, producer name; certification marks) significantly more important than uninformed consumers. Awareness of the certification marks helps consumer decisions which are confirmed by the fact that consumers who are informed about honey certification marks were not affected by honey counterfeits.
A jóléti társadalmakban, így hazánkban is, korábban soha nem látott termékmennyiség, és termék választék próbálja kielégíteni a már létező, vagy még meg sem született fogyasztói igényeket. Azonban a kínálat bővülésével a fogyasztói döntéshozatal megnehezedik. A termékválaszték, valamint a csomagolásokon feltüntetett adatok olyan információ-dömpinggel látják el a fogyasztót, aminek feldolgozása nagyon nehezen lehetséges. A vásárlás során a fogyasztók számtalan döntési, funkcionális, pszichológiai, társadalmi, és egyéb kockázattal szembesülnek, melyek csökkentésére különböző stratégiákat alkalmaznak. Ilyen döntési kockázatcsökkentő eszköz a védjegyes termékek választása. A védjegyek szerepe az élelmiszerek esetében – ahol sok tömegtermék fellelhető – kiemelten fontos. Jelen tanulmányunk a hazai élelmiszerekre irányuló fogyasztói magatartás elemzésével foglalkozik. Kutatási célunk az általánosan elfogadott nemzetközi skálák (CETSCALE, 1-7 Likert-skála) alkalmazásával a hazai fogyasztói etnocentrizmus vizsgálata, valamint a védjegyek ‒ azon belül is elsősorban a Magyar Termék, Hazai Termék, Hazai Feldolgozású Termék tanúsító védjegyek ‒ ismertségének, és a hozzájuk kapcsolódó vásárlói attitűdnek a megismerése. Az 551 fő megkérdezésével elvégzett kutatásunk eredményei segítséget nyújthatnak a magyar élelmiszeripari vállalkozások számára a fogyasztói preferenciák megismerésében, a megfelelő védjegy-stratégia kialakításában, és ezáltal versenyképességük növelésében.
The research aim is to explore the potential role of consumer attitude components in image development related to a traditional Hungarian alcoholic beverage, the pálinka. This study focuses on the effect of the cognitive component of attitude on image of the pálinka. The relevance of this research is the expansion of the pálinka market in recent years and the changing of the regulatory environment about homemade spirits. Distillate made at home, which product improperly called homemade pálinka, is very popular in Hungary. Based on the qualitative studies, the most important characteristics in the consumer perception of alcoholic beverage are quality, price, prestige, fashion and origin. The importance of these attributes of the most popular alcoholic beverages in Hungary was assessed by the participants on Likert scales. Homemade spirit has the most favorable attitude and in-store pálinka has the most unfavorable attitude. To understand the effect of the cognitive component, we used two types of the multiattribute attitude model of Fishbein. By using a 7-point semantic differential scale, we could graphically illustrate the consumer belief about the homemade and in-store pálinka. Image profiles on the semantic differential scales show the differences in image of the analysed alcoholic beverages. The study confirmed the advantage of homemade spirit image over in-store pálinka, points out the importance of education and information in the case of the cognitive component of consumer attitude. The reconsidering of the marketing communication of the in-store pálinka producers is very important and urgent.
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