Zempléni kézműves élelmiszerek a kelet-magyarországi női fogyasztók szemszögéből

Absztrakt

The aim of the research is to survey the demand of female consumers for fruit-based artisan foods produced in the North Hungarian highlands. A questionnaire survey was conducted among the female population of three counties (Szabolcs-Szatmár-Bereg, BorsodAbaúj-Zemplén and Hajdú-Bihar). Altogether, 479 properly filled out questionnaires were collected by means of written (PPI: printed) and online (CAWI: Internet-based) questionnaires.The database was evaluated with descriptive statistic methods, non-parametric procedures and cluster analysis. Furthermore, customer behaviour (purchase frequency, purchase aspects considered to be important, most popular places of purchase, etc.), customer expectations and the extent to which fundamental sociodemographic aspects such as marital status, number of children, educational level, age, place of residence and income level affect customer behaviour/interest were also examined.The performed analyses showed that female customers attach great significance to the uniform branding/trademark of artisan foods.The selection of where to purchase these products is greatly affected by marital status and educational level.Three clusters were formed of which the most significant purchase factors were price, quality and origin.