A gazdasági válság hatása a kereskedelmi márkás termékekre Magyarországon

Absztrakt

Food economy is the most important part of national economy. The sales turnover in retail shops was 6348 billion HUF in 2008 in Hungary. Due to inflation in 2008 the prices rose by 6.1% on average, in comparison with 2007 data. As a consequence of the rising prices and the recession, the volume of trade has decreased by 7.5% compared to previous years. The regression has had an influence on consumer behaviour too. According to market researches in the USA and Europe, consumers tend to economise by choosing cheaper products while Hungarians tend to buy less of daily consumer products. Besides the changing buyer behaviours, Hungarian customers’ loyalty towards the venues of shopping has also decreased. The customers are more sensitive to prices, so the traders believed that cheap private label products would become popular with the consumers. However, market analyses have not proved this assumption. On the basis of turnover data analysis, the relatively higher priced but lower brand category products have reached more sales turnover share. This phenomenon can be explained with the fact that if customers do not want to buy less, but want to spend less, they will choose and buy mainly such products which are not so well-known, but still have acceptable quality. Consumers are looking for products which represent „good value for price”.