Factors Influencing Honey Choice in Slovakia and Hungary: A Comparative Study
The study investigates extrinsic and intrinsic factors that influence honey purchasing decisions and their impact on honey consumption in Slovakia and Hungary. The comparative study is based on an online survey carried out during 2022. Both research samples are representative in terms of gender a...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2025-05-01
|
| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3416.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | The study investigates extrinsic and intrinsic factors that influence honey purchasing
decisions and their impact on honey consumption in Slovakia and Hungary. The comparative
study is based on an online survey carried out during 2022. Both research samples are
representative in terms of gender and age. They include honey consumers aged 18 years and
older. An exploratory factor analysis (EFA) was used to investigate the relationships between
20 selected factors. The findings showed the existence of several latent factors, with slight
differences between the two countries. In the Slovak honey market, four latent factors were
identified: quality, price, marketing and visual factors, while in the Hungarian honey market
six latent factors were identified: quality, marketing, geographic, product design and visual
factors. In addition, cohort analysis showed statistically significant differences between the
generations (Gen Z, Gen Y, Gen X, and Babyboomers) in both countries. The findings
provide valuable insights into consumer preferences when selecting honey, which can help
beekeepers develop customer-focused marketing strategies. |
|---|---|
| ISSN: | 1582-9146 2247-9104 |