A fogyasztók információ-igénye az élelmiszervásárlás során – egy fókuszcsoportos kutatás eredményei

Absztrakt

Consumer trends are clearly displayed the increase in health consciousness, which rearranges the expectations of consumers, can influence the decision-making mechanism and the attitude of consumers during the purchasing process. The consumers require more and more information. It is sorted, understood and learnt/memorised by them. The information received influence their decision-making process. This study aims to present the expectations and their impact of the consumers according to the required information about the health-conscious food and the results of research using a focus group survey. Examination of two eight- resp. nine-person focus groups occurred in the summer 2016 in Hungary using a structured script i.e. guide, and a so called ’hourglass’ method. We used a model to the construction of the structure of the focus group guide, that was formed on the basis of the literature investigation. We studied and analysed the elements of this model (e.g. interest, attention, involvement, beliefs etc.), the effect of these factors on the information process and the relation between the main factors. This provide a suitable/ adequate base for the quantitative research of this topic.