Liquidcandies

Abstract

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.