Perception of Hungarian Food among Consumer Segments Based on Food Purchase Preferences

Garai-Fodor, Mónika – Popovics, Anett – Csiszárik-Kocsir, Ágnes

Keywords: food purchase preferences, Hungarian foods, consumer segments, Q13, Q19, Q10

In our study we analysed the food buying habits in the light of relevant secondary data and quantitative primary results. The focus of our research was the examination of the food consumer preferences of the Hungarian food consumers. Based on the results, we were able to characterize well-distinguishable consumer segments based on food consumer preferences, such as “Impulse shoppers” who place food in their consumer basket primarily based on its external, visible elements and advertisements. The circle of “Conscious Food Buyers” who consider the range of geographical elements and content values important. The group of “Price Sensitive Buyers” for whom the most important criteria in the selection of the food are price-related elements, and finally the group of “Non-Preferential Buyers” who, in the absence of an mature value system, do not consider any preference criteria more important than the sample average. The results of the research also revealed that the opinions and attitudes of the segments formed according to food consumer preferences show a different picture of the Hungarian food: the main consumers of Hungarian food are “Conscious Food Buyers”, while “Impulse Buyers” and “Non-Preferential Buyers” can be potential target groups for Hungarian food. These consumers can be easily influenced in the absence of a mature preference system, and an additional advantage for Hungarian food distributors is that we cannot talk about strong price sensitivity for these consumers, i.e. they are willing to pay a higher price for the product if it is fashionable, trendy and it produces an accepted purchase result. Rather, achieving social and social recognition can be their main motivating factor. In our view, the members of these two segments can be successfully won to buy Hungarian food under the influence of the right reference person, with the help of a sufficiently fashionable educational campaign based on trendy motives.

Full article