The perception of Hungarian food by consumer segments according to food purchasing preferences based on primary research results

Abstract

In addition to the intrinsic value of the product, social, cultural and psychological factors also have a major influence on the consumer’s purchasing decision. They are also influenced by trends and tendencies such as globalisation, digitalisation and various economic and social crises. In our study, we focused on the analysis of food purchasing preferences; including the reasons for the rise of ethnocentrism in the purchase of domestic products and the potential of this phenomenon in light of relevant secondary data and quantitative primary results. The main objective of the study’s primary research is to demonstrate that consumer groups, distinguishable by food consumption preferences, have differentiated perceptions of domestic food (price, quality, reliability). This provides evidence that food consumer preferences are reflected in decisions about domestic food. Due to the Hungarian relevance of the topic, the presentation of related international research and literature was given a prominent role. The focus of our research was to investigate the food purchasing preferences of Hungarian food consumers. Based on the results, we were able to characterise distinct consumer segments based on food purchasing preferences, and we were able to identify potential target groups of domestic food based on food consumer preferences: the ‘conscious food buyers’, the ‘impulse buyers’ and the ‘no preference’. In our view, members belonging to the first two segments can be successfully persuaded to buy Hungarian food through an educational campaign based on sufficiently fashionable and trendy motifs with the help of the right reference person.

Relationship Between Attitude and Online Purchase Intention of Dairy Functional Foods in Hungary: An Extended TAM Approach

“…However, to increase the adoption of online grocery platforms, businesses should strive to create websites that are easy to use and do not require a lot of effort from customers. In Hungary, there is a growing demand for long-lasting food and consumers prefer discounts and local convenience shops, especially among the active population, middle-aged individuals, and young people (Fodor et al, 2022).…”

“…In Hungary, cost, quality, healthfulness, and Hungarian provenance are the most important considerations for food purchases (Fodor et al, 2022). In recent years, there has been a shift in Hungarian customers' preferences toward more local stores and markets, and people have greater faith in local goods and food (Soós, 2020).…”

Sustainable consumption from a domestic food purchasing perspective among Generation Z

“…The perception of CSR is not the same across age groups. Their generational specificities are reflected both in their CSR activities and in the impact of CSR on purchasing decisions [47][48][49].…”

Food Safety Awareness, Changes in Food Purchasing Behaviour and Attitudes towards Food Waste during COVID-19 in Türkiye

“…Globally, the 2008 financial crisis adversely impacted consumer behaviour by causing a contraction in production, resulting in increased food prices and a corresponding decrease in purchasing power. Subsequently, the situation improved until the COVID-19 pandemic, which occurred from 2020 onward [27]. The vital importance of maintaining a healthy and sustainable food supply was then brought into sharp focus.…”