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A hazai munkahelyi étkezés értékrend alapú élelmiszerfogyasztói modellje

  • Dr. Fodor Mónika


    (Budapesti Gazdasági Fõiskola Marketing Intézet)

  • Csiszárik-Kocsir Ágnes


    (Óbuda University)

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    A tanulmány egy országos, 1000 fõs felmérés részeredményét mutatja be, azzal az alapvetõ célkitûzéssel, hogy a hazai munkahelyi étkezés fogyasztói piacát a demográfiai karakterek mellett az élelmiszerfogyasztói preferencia, az étkezési szokások és az értékrend alapján is karakterizálja. A kutatási eredmények feldolgozása során a leíró statisztikák mellett, két- és többváltozós összefüggésvizsgálatokat végeztem, Khi-négyzet-próba, faktor-, klaszter-és variancia-analízis segítségével. A kutatás eredményei alapján számos releváns ismérv szerint jellemezhetõk a hazai munkahelyi étkezés fogyasztói szegmensei, körvonalazhatók azok a speciális marketingaktivitások, amelyek szükségesek a munkahelyi étkezés fogyasztói szegmenseinek eléréséhez.

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    This chapter was published in: György Kadocsa (ed.) , , pages 265-276, 2010.
    This item is provided by Óbuda University, Keleti Faculty of Business and Management in its series Proceedings-8th International Conference on Mangement,Enterprise and Benchmarking (MEB 2010) with number 265-276.
    Handle: RePEc:pkk:meb010:265-276
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