Az élelmiszer-kiskereskedelemmel kapcsolatos fogyasztói hiedelmek és tévhitek, különös tekintettel a TESCO áruházláncra

Absztrakt

The purpose of this research was to provide a complete analysis of common consumer beliefs and misconceptions about the retail food trade. The data were collected via a structured and standardized questionnaire completed by 300 consumers. The inquiry was conducted among inhabitants of Hungarian cities, as the complexity of various chain-stores is signiicantly higher in urban areas. The research was executed in three Hungarian county-seats: Kaposvár, Pécs and Budapest. The data were processed using the SPSS 16.0 mathematical-statistical software package. The survey revealed that the respondents most frequently bought food in hypermarkets and supermarkets and least often in discount stores. TESCO stores were the most popular hypermarkets, while Spar stores were the most preferred supermarkets. Those who lived in a conjugal relationship or in a partnership chose TESCO as the ‘number one’ store twice as often as those who live alone. Among respondents 'actively engaged in intellectual activity' and students, Spar was the most popular store. Likewise for elementary and high-school students. Discount stores' consumers are mostly college and university graduates. The research clearly indicated that respondents favoured factory brands over commercial brands. Only the "Product worth its price" factor inclined consumers to buy commercial brands, 63.9% of respondents were so inclined. The most popular commercial brands were TESCO's private-label products, although the average value was still low (only 2.9). The study compared the "Frequency of purchases" of TESCO's labels: 'TESCO Színes', 'Prémium', 'Value', 'Light Choices' and 'Gazdaságos' product categories. 47.3% of the respondents regularly purchased TESCO Value products, 26.7% purchased TESCO Színes products, and 13.3% of them bought TESCO Premium products. 28.7% of these respondents stated that they buy 'Gazdaságos' products regularly, despite the fact that these products have already been renamed and appears with different name on the shelves of the stores nowadays ('TESCO Színes', 'Value'). Based on the survey it can be concluded that TESCO has only been able to gain the trust of consumers with a few products bearing their own label; a level of popularity comparable to manufacturers' branded products had been achieved only by a few of TESCO's PL products. The results of the research revealed that even though a small portion of consumers consider the quality of factory brands and commercial brands equal, the majority of people are still not convinced. The private-label products of different chain-stores are primarily purchased by people with average or below-average income. Consumers are still mistrustful of these products, linking them in their minds with lower general quality.