The role of customer consciousness framing in the increase of the market share of the traditional foods

Abstract

Questionnaires were done for research of the local consumer evaluation aiming the topic of traditional horticultural products in the sphere of products in horticulture and food industry. We have three hypotheses: 1. The consumers are able to associate with messages bound up with characteristic, regional products. 2. In the decision-making process, in connection with the purchase and consumption of the consumer, the knowledge of the source of supply is an influential factor. 3. The product character of traditional horticultural products gives the chance to the consumer to acknowledge the excellent and individual feature of the product in a higher price, consequently, the higher price will be less influential factor in their decision-making process of the purchase. In the years 2010-2011 primary research has been conducted on agricultural and food manufacturers of traditional horticultural products. To analyse the survey data, we have used SPSS 14.0 for Windows and LISREL 8.30. Methods: Confidence-interval calculation, a variable structure test wit factor analysis, a variable structure test with cluster analysis, multi dimensional scaling and correspondence analysis. It can easily be brought to light that the consumers select product not even on the basis of its price, appearance but rather on the basis of its particular taste and the excellent quality. The consumers regard - beside the perceptible attributes - the Hungarian provenance, place of origin and the traditional feature as an important aspect. In the analysis of traditional horticultural products we can divide two independent factors can be distinguished: quality and economic factors.