Generation-specific analysis of Hungarian food purchases based on the results of Hungarian primary research

Abstract

THE AIM OF THE PAPER

In our study, we analyzed Hungarian food buying habits from a generation-specific aspect. In the theoretical study of Hungarian food consumption, we focused on ethnocentric consumer behavior and the role of country of origin and origin in influencing purchases. Based on domestic and international relevant literature and research results, it has been confirmed that consumers have a more positive attitude towards products from their own region. The preference for regional products depends on a large extent on how the consumer perceives this information in the purchasing decision process. Several domestic studies have shown the motivations behind the preference for Hungarian products. As with intergenerational food buying and consumption patterns, there are many differences.

METHODOLOGY

In our primary research, we analyzed the extent of Hungarian food purchases as a function of age, using a standardized questionnaire that resulted in 1447 evaluable answers.

MOST IMPORTANT RESULTS

Based on our results, we found that the proportion of Hungarian foods in the consumer basket increases with age: the customers of Hungarian food typically come from the members of the Generation X.

In the course of the analysis, we were also able to prove statistically that there is a correlation between age and the assessment of the reliability and quality of Hungarian food: Typically, respondents belonging to Generation X considered Hungarian food to be better and more reliable.

RECOMMENDATIONS

Among the younger members of Generation Z, there are still many insecure, non-preferential customers, among whom we believe that a well-targeted educational campaign that considers the specific values of the generation could successfully promote the consumption of Hungarian food.