Liquidcandies

Szerzők

  • Krisztián Lőrinczi Faculty of Applied Economics and Rural Development, Centre for Agricultural and Applied Economic Sciences, University of Debrecen H-4032 Debrecen, Böszörményi út 138.

Absztrakt

This research aims to determine whether consumer groups can be differentiated based on their requirements. A countrywide representative analysis was conducted in Hungary concerning the importance of the quality of healthiness in purchase decisionmaking. According to the research, it can be ascertained that a product's perceived healthiness and the consciousness of health plays a marginal role in the purchase decision process. Based on the market research about healthy ways of life, well separated prospective target groups can be found among the population in Hungary. Gender, age, level of education, and job type are all good factors to differentiate the population according to their preferences. Based on these indings, well targeted marketing should play an important role in disseminating information about health and a healthy way of life among the population.

Letöltések

Megjelent

2011-02-15

Folyóirat szám

Rovat

Cikkek