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Survey of Consumers Responsiveness to Small-Scale Producers Marketing in the Northern Hungary Region

Author

Listed:
  • Konrád Kiss

    (Szent István University)

  • Gábor Koncz

    (Eszterházy Károly University)

  • Dóra Nagy-Demeter

    (Eszterházy Károly University)

  • Bálint Varró

    (Eszterházy Károly University)

  • Mercédesz Németh

    (Eszterházy Károly University)

  • Csaba Ruszkai

    (Innoregio Research Center)

Abstract

The purpose of our study is to survey the marketing issues of small-scale food production and short supply chains (SSCs) from the consumers’ aspects, and to give insight into the effectiveness and potential of SSC marketing. The paper presents the result of a wide online consumer survey with the participation of more than 1000 consumers, mostly from the Northern Hungary region. According to our experiences, the most effective „marketing instrument” was the personal contact with producers, communication with relatives, and acquaintances. One-third part of our sample could be motivated by (this kind of) marketing and had more willingness to pay for small-producers’ goods.

Suggested Citation

  • Konrád Kiss & Gábor Koncz & Dóra Nagy-Demeter & Bálint Varró & Mercédesz Németh & Csaba Ruszkai, 2019. "Survey of Consumers Responsiveness to Small-Scale Producers Marketing in the Northern Hungary Region," Theory Methodology Practice (TMP), Faculty of Economics, University of Miskolc, vol. 15(01), pages 25-34.
    • Handle: RePEc:mic:tmpjrn:v:15:y:2019:i:01:p:25-34
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    File URL: http://tmp.gtk.uni-miskolc.hu/volumes/2019/01/TMP_2019_01_03.pdf
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    References listed on IDEAS

    as
    1. Eastwood, David B. & Brooker, John R. & Orr, Robert H., 1987. "Consumer Preferences for Local Versus Out-Of-State Grown Selected Fresh Produce: The Case of Knoxville, Tennessee," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 19(2), pages 183-194, December.
    2. Eastwood, David B. & Brooker, John R. & Orr, Robert H., 1987. "Consumer Preferences For Local Versus Out-Of-State Grown Selected Fresh Produce: The Case Of Knoxville, Tennessee," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 19(2), pages 1-12, December.
    3. Maria Cecilia Mancini & Davide Menozzi & Michele Donati & Beatrice Biasini & Mario Veneziani & Filippo Arfini, 2019. "Producers’ and Consumers’ Perception of the Sustainability of Short Food Supply Chains: The Case of Parmigiano Reggiano PDO," Sustainability, MDPI, vol. 11(3), pages 1-23, January.
    4. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Alina Butu & Ioan Sebastian Brumă & Lucian Tanasă & Steliana Rodino & Codrin Dinu Vasiliu & Sebastian Doboș & Marian Butu, 2020. "The Impact of COVID-19 Crisis upon the Consumer Buying Behavior of Fresh Vegetables Directly from Local Producers. Case Study: The Quarantined Area of Suceava County, Romania," IJERPH, MDPI, vol. 17(15), pages 1-25, July.
    2. Konrád Kiss & Csaba Ruszkai & Antónia Szűcs & Gábor Koncz, 2020. "Examining the Role of Local Products in Rural Development in the Light of Consumer Preferences—Results of a Consumer Survey from Hungary," Sustainability, MDPI, vol. 12(13), pages 1-24, July.

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    More about this item

    Keywords

    small producers; local products; food marketing; consumers;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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