
Viktória SzenteUniversity of Kaposvár · Marketing and Trade
Viktória Szente
Professor
About
46
Publications
15,436
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292
Citations
Introduction
Food marketing, Eco-tourism, Consumer behavior, Research methodology
Additional affiliations
September 2004 - January 2021
Publications
Publications (46)
Heritage tourist attractions are important in the diversification of tourism product offers for any competitive tourist destination. The current status of domestic heritage tourism in Kenya remains under-researched leaving many critical areas of interest requiring more research attention and redress. These needs also have to be examined in the Keny...
This study sought to investigate the effect of push and pull motivation factors on the satisfaction, and revisit behaviour of
domestic tourists. A survey was conducted on a sample of 258 domestic tourists visiting Machakos People’s Park in Kenya, where
quantitative data was collected through a structured questionnaire and analyzed by descriptive an...
The spread of the COVID-19 pandemic has unprecedentedly affected consumer behaviour. This paper reflects on changes in food consumption, buying, and training (working out) habits using a representative sample of 1000 Hungarian consumers and identifies consumer segments with unique needs based on personal sources of motivation. The widely known Schw...
As one of the oldest forms of tourism, domestic tourism remains vital for any destination especially in this post Covid-19 era when tourists are extremely sensitive to cross-border travel. Therefore, an understanding of how marketing communication channels affect the motivation, consumption behavior and satisfaction of domestic tourists is crucial...
Általános feltevés, hogy a helyi élelmiszerek értékesítése pozitív hatással van a helyi gazdaság teljesítményére. Cikkünkben megvizsgáljuk, hogy az eddigi kutatások mennyiben támasztják alá ezt a vélekedést. A ScienceDirect, Wiley Online Library, Taylor and Francis Online, SpringerLink, AgECON, Emerald és Sage adatbázisban fellelhető, 2000 és 2019...
Általános feltevés, hogy a helyi élelmiszerek értékesítése pozitív hatással van a helyi gazdaság teljesítményére. Cikkünkben megvizsgáljuk, hogy az eddigi kutatások mennyiben támasztják alá ezt a vélekedést. A ScienceDirect, Wiley Online Library, Taylor and Francis Online, SpringerLink, AgECON, Emerald és Sage adatbázisban fellelhető, 2000 és 2019...
This study sort to establish the perceptions of the Hungarian citizens on the involvement of the Roma community in ecotourism. The study targeted domestic tourists through an online survey. A descriptive survey research design was adopted and sampled 247 domestic tourists who had visited tourist destinations in Somogy County and Baranya County in H...
The quantity and quality of research output available on the subject of domestic tourism in Kenya is yet to be sufficiently documented. This review evaluates trends in the studies carried out on this subject and establishes perspectives revealed in these studies' findings. Methodologically, this is a conceptual review of integrative nature in which...
Tanulmányunkban az agrárerdészeti rendszerek megítélését vizsgáljuk az erdőgazdálkodók szempontjából. A primer kutatás során 12 felsőfokú (erdőmérnök szakirányú vagy erdészeti szaktanácsadó) végzettségű gazdálkodóval készítettünk szakértői mélyinterjút, amelynek eredményei szerint mind gazdasági, mind környezeti szempontból jelentős lehet az agráre...
In our study we investigated agroforestry systems and the market for products derived from them, from a consumer perspective. Agroforestry products are not yet in the public domain, so our research focused on the latent market for agroforestry products. This allowed the participants to form only an opinion, reactions which we were able to reveal us...
No recent study has yet examined gender stereotypes in service expectations using the SERVQUAL model in Ethiopia. Although the model has been used to measure perceived service quality and performance, customers’ stereotypes in service expectations are usually overlooked. The purpose of this paper is to investigate whether students hold stereotypes...
Background: The purchase of local food is often argued to stimulate local economies through multiplier effects; this argument is questioned in this paper. Methods: The ScienceDirect, Wiley Online Library, Taylor and Francis Online, SpringerLink, AgECON, and Emerald databases were searched systematically. A complementary search in Google Scholar was...
The market of organic products is quite small in Hungary. However, based on its development potential it has strategic importance (SZAKÁLY, 2004). Thus the aim was to find answers how to increase the trade of organic products. To get more details about the Hungarian organic food market we carried out a quantitative survey using a 1,000 member count...
Within a survey made of Hungarian awareness of, attitudes towards, and preferences for food labels and pricing, this study focused on consumers' reactions to quality and country of origin labels. Data were collected with a standard questionnaire, face-to-face interviews (1000 participants) in the respondents' home. It became obvious that consumers...
In Hungary, organic food market has both demand and supply oriented aspects: several times not necessary products are distributed, while the selection and volume of certain products are not satisfactory. Thus, our aim was to develop a coordinated benchmark strategy to increase the trade of organic products. To get more details on the Hungarian orga...
In Hungary organic food market has both demand and supply oriented aspect: several times not necessary products are distributed while the selection and volume of certain products are not satisfactory. Thus our aim was to develop a coordinated benchmark strategy to increase the trade of organic products. To get more details about the Hungarian organ...
Eredményeink szerint a fogyasztók érdeklődőek az ökoélelmiszerek iránt, de ez cselekvési szinten csak korlátozott mértékben valósul meg. Az öko- és a konvencionális gazdaságok egyaránt a legnagyobb problémának a hatékony stratégia hiányát tartják. Különösen kritikus terület az értékesítés helyi szervezése és a kommunikáció, amelyek kezelése mielőbb...
A kutatás során országos, 1000 fős reprezentatív fogyasztói felmérésre került sor 2014 nyarán a 18-75 éves népesség körében Magyarországon a helyi élelmiszerekkel kapcsolatos fogyasztói szokásokról és attitűdökről.Az eredmények egyértelműen tükrözik, hogy a magyar fogyasztók körében jelentős érdeklődés figyelhető meg a helyi élelmiszerek iránt, ám...
Kutatásunk célja a magyarországi lakosok vadhúsfogyasztási illetve szarvashús-fogyasztási magatartásának a megismerése volt. A felmérés alkalmával kérdőíves megkérdezést és fókuszcsoportos interjúztatást hajtottunk végre. A szarvashús hazánkban még egy kevésbé ismert, luxuscikknek tartott termék, aminek a kommunikációját, értékesítési stratégiáit s...
A kutatócsoport 1000 fős reprezentatív minta és 16 főt magába foglaló fókuszcsoportos interjú alapján azt a következtetést vonta le a probiotikus joghurtokkal kapcsolatban, hogy a piac e termék szempontjából nem telített. A fogyasztók igénylik és keresik ezt a termékkategóriát, de a termékkel kapcsolatos egészségvédő tulajdonságokat megfelelően kel...
A vizsgálat fő célja, hogy összefüggéseket tárjon fel a személyes értékek, az egészségtudatos táplálkozási módra történő áttérés és az élelmiszervásárlói magatartás között Kahle értéklistája (LOV) alapján. A kitűzött cél elérése érdekében országos reprezentatív megkérdezést végeztünk Magyarország területén 1000 fő bevonásával. Az eredmények alapján...
The aim of this study was to explore the differences of health interpretation between people with ayurvedic approach and non ayurvedic but health conscious approach. While Ayurveda has a holistic approach to health, the European medicine focuses on its physical aspects (bio-medicinal model). Although theoretically a complex interpretation of health...
The main objective of this survey is to reveal relationship between personal values and change in health-conscious diet and food purchase behavior on the basis of Kahle's List of Values (LOV). In order to achieve this objective, a nationwide representative questionnaire-based survey was launched with 1000 participants in Hungary. According to the r...
Understanding the customers' mind and integrating it into the enterprise everyday activities is becoming the key issue of surviving the competition of the market. The MARKOR (market orientation measure) (Kohli, Jaworsky and Kumar, 1993) and MKTOR (market orientation) (Narver and Slater, 1990) scales are the tools to describe the positions of the co...
Milk and dairy products are especially rich in bio-active components. Many consumers seem to have a sense that this is a true statement and this one situation where the scientific nutrition-biological judgement of food products coincides with consumers' perception. This fact inspired us to survey what Hungarian consumers think about the healthiness...
Despite their weli-known health and physiological benefits there are a lot of misbeliefs about dairy products among Hungarian consumers. The aim of the research was to find out more about the misbeliefs relating to the additive content of dairy products as well as the components of butter and margarine. The research was based on personal interviews...
The main objective of this survey is to reveal the relationship between lifestyle, health behavior, and the consumption of functional foods on the basis of Grunert's food-related lifestyle model. In order to achieve this objective, a nationwide representative questionnaire-based survey was launched with 1000 participants in Hungary. The results ind...
The research aims to examine the health conscious consumer behaviour on the market of functional foods. In the survey two focus groups with 8 participants from two Hungarian cities were involved. People, whose health behaviour has changed positively in the past few years, were chosen to take part in the focus groups. The respondents connected the c...
Dairy products are regarded to be the most significant sources of conjugated linoleic acids (CLA) in human nutrition. The CLA content of cow milk is ten times higher than that of pork or egg yolk. The primary effect of conjugated linoleic acid is its anti-carcinogenic role, while its second most important function is immune-modulation that means th...
As a consortium partner the authors took part in a research project aiming at the development of high added value, healthy and environment friendly animal products. From among the products developed by the consortium (rabbit meat, omega3-fatty acid enriched beef, goose liver from non forcible feeding, selenium-, vitamin-E and natural color enriched...
The consumers' judgement on the traditional Hungarian dishes is introduced in this article relating to the mangalicza pig and the Hungarian grey cattle on the basis of two different research projects. The research revealed that expressions "Hungaricum" and the "traditional Hungarian dishes" are well known among the Hungarian consumers. The greatest...
It is getting a more and more important question that where are the break trough points for the small and medium sized enterprises (SMEs) working in the food industry because of the strengthening market share of the import food products. We compare the SMEs marketing abilities to the consumer demands on high value added traditional Hungarian dishes...
In the last few decades the number of civilization diseases has surged and mortality rate caused by them has been responsible for most deaths for a long time. Researches found out that it is the new way of life of people that is responsible for it. Study outlines the reasons for the development of health-protective foods, then it makes the notion o...
Key point of the survey is represented by the fact that Hungarian agricultural products had to face turbulent market conditions, heavy concurrency and sharp import competition in the European Union. A possible way of keeping or strengthening market positions is to acquaint the values of native, traditional and region-specific products (Hungaricums)...
Natural capabilities of Hungary are particularly favourable for agricultural and food production. There are good possibilities both in cultivation of plants and in animal husbandry on plough- and grasslands. Hungary's share and its competitive position, however, decreased on European and world market in the past years. Therefore our research was fo...
During past decade the general attitude of the population toward health, nutrition, quality and environment remarkably changed. Consequently ecological farming showed an upswing especially in developed countries. Due to growing demand, government subsidies and other economic advantages the cropping area increased and it will keep its pace in the ne...
The national ecological production is highly export orientated. The development of the inner market is a very slow process the reasons for which are incomplete knowledge, limited solvent demand, wrong approach and limited purchase possibilities. In the supply of the few organic stores we can only find about 10% organic food which is compensated by...
Rural development includes local population, its way of life, employment characteristics, income structure, dwelling conditions, service levels as well as cultural aspects just as traditional handcrafts, dishes, language, clothing and habits. Since agriculture is a historically determining economic activity in rural areas its effects primarily dete...
Tanulmányunkban az ökoélelmiszerek fogyasztói megÃtélését, a fogyasztói szokásokat és azokat befolyásoló tényezÅ‘ket mutatjuk be. Az 1200 fÅ‘s primer megkérdezés eredményei szerint a fogyasztók az ökoélelmiszerekrÅ‘l egyre bÅ‘vebb ismeretekkel rendelkeznek, felismerik és keresik Å‘ket. A vegyszermentességük és természetessÃ...
In Europe the dynamical development of organic food market seems to stop. Besides the declining activity of the producers the potential of the increasing consumption decreases as well. Today we can observe a positive tendency in Hungary: due to the development of trade the organic consumption is rising which is perceptible mainly in case of the bas...
Az OTKA kutatás keretében a Magyar szürke szarvasmarha és a Mangalica sertés, valamint a belőlük készült termékek marketinglehetőségeinek elemzését tűztük ki célul a kínálati és a keresleti oldal összefüggéseinek feltárása révén. A kutatás során elsőként szekunder piackutatási módszereket alkalmaztunk, majd átfogó és több irányú primer piackutatás...