Hagyományos magyar termékek piaci lehetőségeinek elemzése

Absztrakt

Qualitative and quantitative customer research methods were used during the examination of market potentials of the traditional Hungarian dishes, then we made proposals to work out the marketing strategy of the field by using these results. We made a survey of the consumers’ knowledge about traditional Hungarian dishes, the preferences and attitudes concerning this product group during the examination of consumer behaviour, and on the other hand we aimed to establish the marketing strategy of the product category with special regard to the positioning, product-, price-, place- and promotion policy.