Hungarian food purchasing behaviour and promotion opportunities in the light of primary data

The focus of the present research is to analyse the factors that determine the purchase of Hungarian food. In our view, the preference for Hungarian food products can have economic, social and environmental benefits, which justify the investigation of how to rationalise these products. We believe that, in addition to product labelling and some community marketing activities, there is a need to focus on targeted marketing communication. The results of our quantitative primary research provide a starting point for this communication start-up by giving specific indications and suggestions on the content of the message, the communication channel and possible non-traditional (BTL) means. We see the practical utility of the results in defining the pillars of campaigns that can be implemented among potential target groups to reinforce consumer ethnocentrism.