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

Konrád  Kiss; Gábor  Koncz; Dóra  Nagy-Demeter; Bálint  Varró; Mercédesz  Németh; Csaba  Ruszkai

doi:10.18096/TMP.2019.01.03

Authors

Konrád Kiss Szent István University
Gábor Koncz Eszterházy Károly University
Dóra Nagy-Demeter Eszterházy Károly University
Bálint Varró Eszterházy Károly University, Innoregio Knowledge Centre
Mercédesz Németh Eszterházy Károly University, Innoregio Knowledge Centre
Csaba Ruszkai Eszterházy Károly University, Innoregio Knowledge Centre

DOI:

https://doi.org/10.18096/TMP.2019.01.03

Keywords:

small producers, local products, food marketing, consumers’ behavior, primary survey

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.

Author Biographies

Konrád Kiss, Szent István University

Ph.D student

Gábor Koncz, Eszterházy Károly University

Associate Professor

Dóra Nagy-Demeter, Eszterházy Károly University

Associate Professor

Bálint Varró, Eszterházy Károly University, Innoregio Knowledge Centre

Assistant Research Fellow

Mercédesz Németh, Eszterházy Károly University, Innoregio Knowledge Centre

Research Student

Csaba Ruszkai, Eszterházy Károly University, Innoregio Knowledge Centre

Director

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