The development of wine culture with the identification of changes in consumer behaviour in the aspect of artisan, handcrafted wines in Hungary

Kecze Zsófia Annamária (2021) The development of wine culture with the identification of changes in consumer behaviour in the aspect of artisan, handcrafted wines in Hungary. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Abstract Hungarian wines gained their international reputation by their outstanding quality not by their considerable quantity. Therefore, Hungary became one of the most ancient and distinguished country regarding production of wines. The cultural heritage of wine concludes the protection of the values ​​of wines, the promotion of their image, the maintenance of their image, as well as the creation of educated wine consumption. By this research, I aimed to investigate the development of wine culture in Hungary with different types of consumers and consumer behaviour. Moreover, to emphasize the importance of traditions in this scope to implement not only a sustainable approach but also an eco-friendly production of wines. Finding out the reasons behind consumers’ decisions and purchases, investigating their opinions about Hungarian wine culture, mass production of wines as well as naming solutions for wineries to live up to these customers’ needs and expectations.      Thus, I believe the findings of this research will be a good reference material for family businesses that find themselves surrounded by difficulties that cannot necessarily be solved without some type of research in the field. The research shows that small scale, family and artisan wineries, in order to remain profitable should adopt to the technological development instead of sticking to obsolete methods since traditions could be maintained otherwise by also facilitating the tasks, therefore ensuring a stable market position of the business. An optimization of processes could be made in small scale wineries to allow the winemaker to focus a lot more on the sales and marketing, as well as attending events and popularizing their wines and their philosophy. This philosophy is facing constant growth and development, but it all should begin with the proper education of people in the matter in order to reach larger audiences. Consequently, there is clearly an interest towards organic and natural wines by a new generation who is more likely to be interested in such products and wines, who are also young but conscious, as well as financially stable with the mindset to pay a little more that in the long-run benefits them more. As a crowded market segment as in Hungary the wine market segment is, it is fairly hard to find a voice and a way to stand out. Based on the research, it can be discovered that as a smaller player you can get easily displaced by the bigger producers. However, the mass producers will never be able to imitate the uniqueness, the story and the quality what artisan winemakers have that makes their wines outstanding and incomparable. Key words: wine culture, consumer behaviour, artisan/organic wine, trend market research, added value

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	added value, artisan/organic wine, consumer behaviour, trend market research, wine culture
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:17
Utolsó módosítás:	2022. Már. 22. 08:17

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