On Market Segmentation of Hungarian Tokaj Wines

Authors

  • János Papp SZIE GTK Marketing Intézet
  • Mihály Konkoly SZIE GTK Marketing Intézet

Keywords:

piacszegmentálás, magyar borpiac, tokaji borpiac

Abstract

Firstly, theoretical background of market segmentation is shortly examined. A study on segmentation of German wine market is submitted as benchmark and also some works on the same topic with Hungarian wine market are presented. At the end an examination is given on a newly established segmentation framework of Tokaj wines market. As a result of comparison it was concluded using as a very good basis for segmenting Tokaj wines market both a study of Papp & Komáromi on market segmentation of the Hungarian wines and an analysis of Szakál on Tokaj wines.

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Published

2019-10-01

How to Cite

Papp, J. and Konkoly, M. (2019) “On Market Segmentation of Hungarian Tokaj Wines”, The Hungarian Journal of Marketing and Management, 43(3), pp. 24–37. Available at: https://journals.lib.pte.hu/index.php/mm/article/view/668 (Accessed: 3 July 2024).

Issue

Vol. 43 No. 3 (2009)

Section

Food marketing