Varying Consumer's Behaviour on the Hungarian Beer Market

Abstract

The effects, which exert(ed) the industries and product markets of Hungary because of the European Union have been analyzed at innumer-able forums with different approaches and goals by the Hungarian experts. Apart from this it is necessary to put the question: „Have all of the changes been analyzed?” After our access to the EU the participants on the Hungarian beer market have to face new challenges, too. Considerable changes are not expected as for the Hungarian beer consumption, but the current, latest trends seem to go on: on the one hand the increasing need for the low alcoholic beers is a typical tendency of the beer consumption; on the other hand the effort for healthier life comes to the front and this ambition involves a decrease in the demand for beer products. Our research supports the fact, that the health-oriented lifestyle of the consumers needs increasingly new types of research on the beer consumers’ behaviour from the market researchers. The surveys of the beer-consumption show that the quality-, price- and place-preferences are not the most important anymore – it is crucial to examine the substitute products, as well. Due to the new life approach the natural drinks, juices, soft drinks and mineral waters have to be consider as alcohol free substitute drinks and the wines and liquors as alcoholic substitute drinks. The judgement of life situations linked to beerconsumption has altered; too. On the one hand due to the generation change in the last decides, the other hand due to the altered com-munication. The analyses of the preferences and motivation factors which have changed and still show changes is timely and crucial to make long term prognoses for the beer market.