Fogyasztói vélemények és preferenciák a pálinka piacán

Authors

  • Mónika Fodor Budapesti Gazdasági Főiskola, Külkereskedelmi Kar, Kereskedelem és Marketing Intézeti Tanszék (Budapest Business Scholl, College of International Management and Business Studies, Department of Commerce and Marketing) H-1665 Budapest, Diósy Lajos u.
  • Erika Hlédik Budapesti Gazdasági Főiskola, Külkereskedelmi Kar, Kereskedelem és Marketing Intézeti Tanszék (Budapest Business Scholl, College of International Management and Business Studies, Department of Commerce and Marketing) H-1665 Budapest, Diósy Lajos u.
  • Gedeon Totth Budapesti Gazdasági Főiskola, Külkereskedelmi Kar, Kereskedelem és Marketing Intézeti Tanszék (Budapest Business Scholl, College of International Management and Business Studies, Department of Commerce and Marketing) H-1665 Budapest, Diósy Lajos u.

Abstract

This paper focuses on consumers’ preferences, aversions and attitudes towards pálinka (Hungarian distillation). We conducted qualitative and quantitative research among occasional consumers of pálinka in April 2010. The sample size for the quantitative research was 1487 respondents. One main inding is that Hungarian consumers have a positive attitude towards pálinka, but that there is still confusion among consumers whether lavored distillation is pálinka or not. Another important inding is that consumers have a high awareness of only a few brands (Zwack products, Szatmári Szilva, Zsindelyes, Rézangyal); awareness of other brands is quite low. There are signiicant differences in brand and lavor preferences according to gender.

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Published

2011-02-15

Issue

Vol. 8 No. 1-2 (2011)

Section

Articles