The Region of Origin as a Tool of Marketing in Hungarian Food Economy

Abstract

There is a constant disequilibrium between the supply and paying demand on the world market of agricultural products. Under these conditions the export prices are decreasing. Utilisation of region-of-origin effect can be an important tool for the increasing of value-added content of products. The article analyses the supply and demand side of regional products. It has been proven, that -as a consequence of multicultural character of Hungarian society - there is a wide range of regionally produced, traditional products. Parallel with income differentiation, there is an increasing tendency of willingness to pay among Hungarian consumers for differentiated products. Results of conjoint analysis highlight the fact, that the importance of region of origin and producer's goodwill much more important in formation of utility function of consumers, than it would be estimated by survey-type consumer research.