Consumer orientation analysis of Hungaricum products

Nótári, Márta – Ferencz, Árpád – Berde, Csaba

Keywords: Hungaricums, consumer behaviour, characteristics and popularity of Hungaricums

The survey analysed 1472 responses and found that goods are considered Hungaricum only if they were produced in the territory enclosed by the current borders of Hungary, and only if the product’s characteristics and traditions clearly set it apart from similar goods. Domestic consumers choose Hungaricum products not on the basis of price and appearance but on the basis of special taste and quality. Of foreign respondents, 75% quoted personal experience as the basis of their choice, while taste, quality, appearance and price accounted for 25% only. This is probably due to the time spent in the country and the experience gained during that time.

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