Zsolt Polereczki

University of Debrecen · Department of Management and Marketing

Purpose The purpose of this paper is to examine the applicability of the original 36-item Food Choice Questionnaire (FCQ) model developed by Steptoe et al. (1995) in Hungary. Design/methodology/approach The national representative questionnaire involved 1,050 individuals in Hungary in 2015. Several multivariable statistical techniques were appli...

Abstract. The article presents consumers’ perception of risks caused by the adoption of the sustainable consumption model in households. The research was based on primary materials from direct personal interviews conducted as part of a questionnaire survey. The results were subjected to substantive analysis using elements of content analysis develo...

A vállalkozások piacorientációjával kapcsolatos kutatások közel 30 éves múltra tekintenek vissza és még ma sem jelenthető ki, hogy általánosan elfogadottá vált volna egy „uralkodó" megközelítés. A témakörrel foglalkozó szakemberek és kutatók általában két perspektíva egyikével próbálják megközelíteni és definiálni a fogalmat, vizsgálatunkban e két...

The aim of the research is to reveal the most important influencing factors that lead to consumers' acceptance of personalised nutrition based on genetic testing. A nationwide representative questionnaire-based consumer survey was carried out involving 500 people in Hungary in 2014. The results show that consumers are divided over the new technolog...

We are looking for the answer as to what tendencies were indicative of the future development of required marketing activity of the SMEs in the article dealing with the marketing activity of the SMEs working in the food industry. The article is based on a nationwide survey among 200 SMEs working in the food processing industry. In this article, we...

A neuromarketing napjainkban egyre több lehetőséget biztosít a fogyasztói döntéshozatal megismerésére, valamint a döntések mögött húzódó motívumok/érzelmek feltárására. Az agykutatás eszközei korábban nem ismert összefüggésekre világítanak rá, amelyeket a marketing szakemberek jól hasznosíthatnak a stratégiai tervezés, termékfejlesztés, kommunikáci...

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...

The aim of this article is to present a two-step analysis of a market orientation database about the Hungarian food processing small and middle sized enterprises (SMEs). There are two different scales describing the market orientation, the MARKOR and the MKTOR; we ascertain about their features if they are sufficient for the hypotheses of discrimin...

The aim of this article is to present a two-step analysis of a market orientation database about the Hungarian food processing small and middle sized enterprises (SMEs). There are two different scales describing the market orientation, the MARKOR and the MKTOR; we ascertain about their features if they are sufficient for the hypotheses of discrimin...

The importance of the small- and medium-sized enterprises (SMEs) is undisputable both inside and outside the EU. Two in three employees are employed by these enterprises and they produce almost half of the GDP in Hungary. The research aimed to map the marketing characteristics of the SMEs in a branch that has no significant past in this field, with...

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...

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...

Pork is a source of nutrients essential for the human body but still it is regarded by consumers as a non-healthy product. The main objective of the study was to analyse consumption patterns concerning pork products and to define alternative target markets in bigger Hungarian towns. In the course of the research, 494 people, representative of the b...