The aim of the research was to survey the demand of female consumers for fruit-based arti-san foods produced in the Northern Hungarian mountains. Questionnaire research was con-ducted in order to examine consumer attitude (purchase frequency, aspects considered to be important, most popular places of purchase, etc.), consumer demands and the extent to which basic socio-demographic factors, such as marital status, number of children, educational level, age, place of residence and income level affect consumer attitude/interest.
The evaluation of the 479 filled out questionnaire led to the following conclusion. There is a significant need for indicating the origin of artisan foods. For this reason, a trademark would be of key importance, thereby triggering a sense of safety in customers concerning the origin and quality of artisan foods. In addition, the development of a proper product assortment should also consider consumers’ preferred product characteristics. Setting selling prices needs the most comprehensive planning, as consumers’ price sensitivity has to be taken into consid-eration.
Összefoglaló