Fogyasztói szokások és attitűdök a marhahús és készítményeik hazai piacán

Szerzők

  • Viktória Szente Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Kereskedelem Tanszék (Kaposvár University, Faculty of Economics, Department of Marketing and Trade) H-7400 Kaposvár, Guba S. u. 40.
  • Orsolya Szigeti Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Kereskedelem Tanszék (Kaposvár University, Faculty of Economics, Department of Marketing and Trade) H-7400 Kaposvár, Guba S. u. 40.
  • Zoltán Szakály Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Kereskedelem Tanszék (Kaposvár University, Faculty of Economics, Department of Marketing and Trade) H-7400 Kaposvár, Guba S. u. 40.

Absztrakt

As opposed to the world-trend: the cattle-livestock is growing, but in our homeland we must notice the decrease in the last [Y years. This tendency appears not only in the number of animals, but in the consumption, too.Therefore we have set as an aim of our research to get acquainted with preferences and attitudes of consumers of beef and to provide the members of product path with advice with the help of marketingaccessories. To recognize the opinions we have used focus-groups and questionnaires among consumers. We have asked \YY people in the course of this survey with random selection in the seven regions of the country.According to our results aZ.`X of these people consume beef regularly.However, the level of this consumption is very low.Most consumers (bZ.aX) eat beef maximum[-\ times a week, and the beef-products are more rarely used.When they do purchase, first they take into consideration the appearance of the product, the freshness and after that they deal with the quality and taste. The packaging has an important role, too. The results show the respondents prefer to choose meat from the counter (`Z.ZX), it increases their confidence for the product if the shop assistant packs it in front of them.We think this is the reason for the fact that _b.aX of these people purchase beef and beef-products from butcher’s.The limit for more purchasing is the high price because most of the consumers regard them too high for both their incomes (^`.]X) and the quality-price relation (^a.]X) of the price of beef. In the course of the attitude-examinations most respondents agreed with the statement that beef is healthier than pork, which is a well usable argument in the course of positioning. Although their knowledge is deficient about the nutritional physiological benefits of beef. According to our results the primary cause of the low beef-consumption is the absence of consumption-culture. Consequently it is not possible to demonstrate good separable segments.Ahigher consumption could be achieved with a change of attitudes during an intensive common advertisement- campaign, which brings into focus the nutritional benefits of the product.

Letöltések

Megjelent

2008-02-15

Folyóirat szám

Évf. 5 Szám 1 (2008)

Rovat

Cikkek