Consumer behavior of mangalica products - results from quantitative and qualitative data

Authors

Orsolya Szigeti Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Menedzsment Intézet, Marketing és Kereskedelem Tanszék
Katalin Szendrő Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Menedzsment Intézet, Marketing és Kereskedelem Tanszék
Nikoletta Böröndi-Fülöp Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Menedzsment Intézet, Marketing és Kereskedelem Tanszék

Abstract

Based on a supported research program, a consumer research survey on the reception of mangalica products has been conducted using quantitative (nationwide questionnaire of 1000 respondents) and qualitative (three focus group interviews) research methods. Compared to previous national studies, no cardinal changes could be detected. Results of the survey showed that although almost 50% of the respondents consumed mangalica products with some frequency, the consumption was still rare, mainly monthly or yearly. Especially fat, bacon, sausage and salami consumption dominated, however carcass meat intake was also common. Breeders are considered to be the most reliable source of purchase. Results show that respondents were not willing to pay additional price (or only a small amount) for mangalica products. The market position of the product remained favourable; mangalica products are considered to be tasty, reliable and traditional. The main reason for refusing mangalica products was due to its price. Based on the primary data, the fundamentals of marketing strategy for mangalica products were developed.