Exploring the market potential for importing the Colombian coffee brand Kinanu into Hungary

Rey Toro Soffía (2025) Exploring the market potential for importing the Colombian coffee brand Kinanu into Hungary. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This thesis examines the market potential for importing the Colombian coffee brand Kinanu into Hungary. Given Colombia’s reputation as a global leader in coffee production, the introduction of Kinanu presents an opportunity to expand the presence of high-quality Arabica coffee in a market that predominantly relies on European suppliers. The research assesses consumer habits, market trends, trade regulations, and competitor analysis to determine the viability of this endeavor. Coffee plays a significant cultural and economic role worldwide, and Hungary is no exception. There is a growing appreciation for specialty coffee, which presents a unique entry point for new brands. However, the Hungarian coffee market is competitive, with established multinational brands holding strong positions through diversified product offerings and price-sensitive consumer strategies. Despite these challenges, the research identifies notable opportunities such as increasing consumer interest in ethically sourced and fair-trade coffee, strong preference for high-quality coffee, and openness toward new brands among coffee drinkers in Hungary. The study adopts a mixed-method approach, combining both quantitative and qualitative data to provide comprehensive insights. A survey was conducted to examine coffee consumption habits, purchasing behavior, and consumer priorities, focusing on variables such as price sensitivity, frequency of consumption, preferred coffee types, and brand preferences. Additionally, an interview was conducted with a Kinanu representative to gain firsthand perspectives on the brand’s production processes, sustainability initiatives, and motivations for expansion into international markets. The results from the survey and interview were analyzed alongside existing literature on international coffee trade, EU regulations for imports, and Hungary’s coffee market dynamics. Key findings indicate that Hungarian consumers prioritize coffee flavor above all other factors, with price and brand reputation playing secondary roles in their purchasing decisions. The strong preference for milk-based coffee beverages among younger consumers suggests that Kinanu could strategically tailor its offerings to cater to this demographic. Furthermore, despite concerns about price competitiveness, the study finds that Hungarian coffee consumers are generally open to trying new brands, provided they align with quality expectations. While Kinanu benefits from Colombia’s internationally recognized coffee heritage, quality and artisanal practices, marketing efforts such as product sampling and fair trade certifications are a priority to get set foot in the Hungarian coffee market. This thesis also explores the logistical and regulatory challenges associated with importing coffee into Hungary. EU food safety requirements, labeling regulations, and sustainability initiatives, such as the European Union Deforestation Regulation (EUDR), must be carefully considered by Kinanu to ensure proper compliance. Additionally, supermarket chains and specialty coffee stores represent the primary distribution channels, with an increasing number of Hungarian consumers seeking ethically sourced coffee while still seeking variety. The findings suggest that, while supermarket placement may be challenging due to competition with large-scale brands, establishing direct partnerships with them is the best course of action since it’s the best way to get to a larger customer base, which based on the findings of the research, is open to trying new brands. Ultimately, this research concludes that Kinanu has the potential to succeed in the Hungarian coffee market, albeit with significant investment in marketing, consumer engagement, and strategic pricing models. The growing demand for high-quality coffee, coupled with an increasing interest in sustainable and fair-trade options, provides a favorable environment for entry. By aligning with consumer expectations and leveraging Colombia’s coffee reputation, Kinanu can make a space in Hungary’s dynamic coffee landscape, contributing to both commercial success and the promotion of ethically sourced coffee practices.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	coffee, Colombia, Consumer behavior, export-import, fair trade, Hungary, kávé, Kolumbia, Magyarország
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:28
Utolsó módosítás:	2025. Okt. 27. 14:28
URI:	http://dolgozattar.uni-bge.hu/id/eprint/59031	URI:	http://dolgozattar.uni-bge.hu/id/eprint/59031

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