Made in Hungary: Does it Matter? A Study on Hungarian Consumers’ Preferences for Local F&B Brands

Huynh Minh Thu and Hoang Duong Minh Anh (2024) Made in Hungary: Does it Matter? A Study on Hungarian Consumers’ Preferences for Local F&B Brands. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar. (Kéziratban)

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Absztrakt (kivonat)

After Hungary’s economic transition in 1989 and its integration into the European Union, there was increased access to international brands. Nowadays, with the globalization trend, there is a large number of imported products offered in the market, providing a variety of choices. The purpose of the study is to investigate how the country-of-origin effect (COO) as known as home country bias influences consumer preferences among Hungarians, particularly in the food and beverage industry, and to understand the importance of local brands compared to international ones, especially in a competitive marketplace. 116 Hungarians were surveyed with a focus on consumer ethnocentrism, country image, and brand awareness. The survey aims to examine how home country bias influences brand equity and preferences. A focus group interview was also conducted to study consumers’ behavior, their underlying motivation, and how COO, country image, and brand equity affect their buying decisions. The obtained data confirm the subtle existence of the COO effect among Hungarians and the COO phenomenon has a greater impact on older generations and people with great pride in their country. However, the price remains the most important factor, playing a key role in decision-making. These results suggest that by tapping into national pride and ethnocentrism, Hungarian businesses can increase brand equity and sales revenue.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	TDK dolgozat
Kulcsszavak:	árupiac, belkereskedelem, branding, internal market, marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Szep. 23. 11:56
Utolsó módosítás:	2025. Szep. 23. 11:56

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