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Consumer behaviour in the Hungarian beer market

Author

Listed:
  • Hajdu, Istvanne
  • Major, Anita
  • Lakner, Zoltan

Abstract

In the Hungarian food economy beer marketing remains something of an enigma. Based on a direct-question survey, focussing mainly on educated younger consumers, this article offers an overview of the most important characteristics of Hungarian beer consumption. It is important to stress that beer consumption is situational, meaning tied to specific consumption situations. Research results prove that logistic regression analysis is a suitable method for determining why consumers opt for specific beverages in specific consumption situations. To analyse targeted marketing, the application of heuristic methods, and decision trees provide a high degree of accuracy. This has proven true for consumers that drink non-alcoholic beers.

Suggested Citation

  • Hajdu, Istvanne & Major, Anita & Lakner, Zoltan, 2007. "Consumer behaviour in the Hungarian beer market," Studies in Agricultural Economics, Research Institute for Agricultural Economics, vol. 106, pages 1-15, July.
  • Handle: RePEc:ags:stagec:47016
    DOI: 10.22004/ag.econ.47016
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    File URL: https://ageconsearch.umn.edu/record/47016/files/No.106_5.pdf
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    Cited by:

    1. Maró, Zalán Márk & Török, Áron & Balogh, Péter & Czine, Péter, 2023. "What is Inside the Bottle? - Factors Influencing Pálinka Consumption," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 15(1), January.

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