Abstract
The market of organic products is quite small in Hungary. However, based on its development potential it has strategic importance (SZAKALY, 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 countrywide panel. Our results indicate that organic origin is considered somewhat important for every 4th respondent, while only 3.7% of the interviewees paid attention to put organic food products into their cart. The most serious obstacle is the doubt of surveyed individuals about the authenticity and the alleged benefits of organic products, complete with a high perceived price. “Price” is the most influential factor on shopping decision, but the advantageous “constant quality” and “health benefit” factors are just following it. In conclusion, there is potential demand for ecological food products in Hungary. Although the proportion of conscious consumers is small; it significantly exceeds the current market share of the products. Consumers should be approached with better prices, smart retailing solutions and through awareness raising. Keywords: organic food, consumer, retail, awareness, marketing strategy
Highlights
According to GFK HUNGÁRIA (2005) lifestyle survey, about 65% of Hungarians consider organic foods the ideal nutriment of future
I asked the respondents to rate how much they care for choosing organic products when buying food. 3.7 % of the interviewees paid attention to put organic food products into their cart, and 10 % insisted that organic origin is important for them
To understand the underlying causes, we asked those who replied with “no” to specify the obstacles preventing them from buying organic products
Summary
According to GFK HUNGÁRIA (2005) lifestyle survey, about 65% of Hungarians consider organic foods the ideal nutriment of future. Researches of Gerwin (1998) and Panyor (2007) shows that 60 % of consumers have bought any kind of organic food in Hungary. In research of Szente et al (2009) first the interviewers made the consumers familiar with the term main features of organic foods. They asked the consumers questions only after this. It turned out that the majority (59.2 %, 710 persons from 1200) have never bought such a product. According to the results a significant part of the consumers (40.1 %) are willing to pay a higher price for organic products. The reasons for paying premium price are mainly to protect their health and to avoid risks of diseases
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