Hagyományos magyar termékek piaci lehetőségeinek elemzése

Authors

  • Orsolya Szigeti Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Kereskedelem Tanszék (Kaposvár University, Faculty of Economics, Department Marketing and Trade) H-7400 Kaposvár, Guba Sándor u. 40.
  • Viktória Szente Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Kereskedelem Tanszék (Kaposvár University, Faculty of Economics, Department Marketing and Trade) H-7400 Kaposvár, Guba Sándor u. 40.
  • Zsolt Polereczki Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Kereskedelem Tanszék (Kaposvár University, Faculty of Economics, Department Marketing and Trade) H-7400 Kaposvár, Guba Sándor u. 40.
  • Gedeon Totth Agrármarketing Centrum (Agricultural Marketing Centre) H-1042 Budapest, Árpád út 51-53.
  • Zoltán Szakály Kaposvári Egyetem, Gazdaságtudományi Kar, Marketing és Kereskedelem Tanszék (Kaposvár University, Faculty of Economics, Department Marketing and Trade) H-7400 Kaposvár, Guba Sándor u. 40.

Abstract

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.

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Published

2008-02-15

Issue

Vol. 5 No. 2-3 (2008)

Section

Articles