Hungarian Food Consumers’ Preferences, from the Aspect of Ethnocentrism
Mónika Garai-Fodor, Anett Popovics
Abstract
This paper highlights ethnocentric food consumption or the favoring of domestically produced food products. One of the theoretical pillars of the study is the trend toward ethnocentrism. Several studies proved that consumers are more positive about products from their own region. We would like to examine the Hungarians' opinion concerning their own products within the Hungarian food market. The other pillars of the theoretical background of the study are general food consumer behavior models and theories within the frame, of which, we analyzed the most important changes of the mindset of food consumers and the main structural diversion of food preferences. In the primary research, quantitative strategy, has been used, with the help of a pre-tested standardized questionnaire and snowball sample taking methods, 1447 questionnaires were evaluated. These research tools typically include closed-ended questions: selective, combinative semantic differential scales and ranking in the form of question types. The main aim of the research was to analyze the Hungarian consumers' preferences, for case of food consumption and characterize the most important target markets of the Hungarian food industry. We examined the attitude of the respondents toward Hungarian foods, from affective, cognitive and conative aspects. We also investigated the general food-consumer preferences of our respondents and the main elements of preference for Hungarian food consumption. As a result, we could characterize the most important features that Hungarian food-consumers associate with Hungarian food, we could also understand the advantages and disadvantages of various Hungarian foods. In addition, we could distinguish food consumer patterns, based on food consumption preferences. The results of this work can serve as an orientation for the players in the Hungarian food markets, to characterize their potential target markets and access the most important consumer groups, for the case of Hungarian food promotion.