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How to Sell Something Else, which is Actually the Same – Beer to Women?!

Author

Listed:
  • Mónika Fodor

    (Budapest Business School)

  • Katalin Medvene Szabad

    (Budapest Business School)

  • Attila Szûcs

    (Clear Nature Kft.)

Abstract

In this study the main sub results of a national-wide survey will be presented, carried out in 2013. The objective of the research was to analyze the correlation between wellness and health preservation. During the research we used pretested, standardized questionnaire, the data were analyzed with the help of SPSS statistics programme. In this paper we would like to show how differences are in the attitude towards wellness. We would like to explain how consumers see the role of wellness in the health promotion. We examined quantity and structure of edition for health promotion. We analysed the preferences list of wellness-supply choosing. The results can help for suppliers to characterise their main consumer segment, to select marketing activities to reach their potentional consumer groups.

Suggested Citation

  • Mónika Fodor & Katalin Medvene Szabad & Attila Szûcs, 2013. "How to Sell Something Else, which is Actually the Same – Beer to Women?!," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2013),, Óbuda University, Keleti Faculty of Business and Management.
    • Handle: RePEc:pkk:meb013:231-240
    as

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    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/17_Fodor_Medvene_Szucs.pdf
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