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001-es BibID:BIBFORM102626
035-os BibID:(cikkazonosító)106145 (WoS)000841178600004 (Scopus)85133479287
Első szerző:Kiss Marietta (közgazdász)
Cím:The connection between manufacturer and private label brands and brand loyalty in chocolate bar buying decisions : A hybrid choice approach / Kiss Marietta, Czine Péter, Balogh Péter, Szakály Zoltán
Dátum:2022
ISSN:0195-6663
Megjegyzések:With the increase in health awareness more and more attention is paid to how manufacturers can respond to ever-changing consumer needs. This is especially true for the market of popular consumer goods such as chocolate. In order to understand Hungarian consumers' preferences in chocolate bars, we used the stated choice experiment method in our research. The attributes of our experiment included brand (manufacturer and private label), type (milk, dark, and white), a health claim (sugar free), as well as price, and our model estimations were done using the multinomial logit specification. In order to increase the explained rate of utility perceived by respondents, we also estimated a hybrid model containing a latent variable (representing consumers' brand loyalty). Our results reveal that the respondents showed a clear preference for manufacturer brands compared to private label brands. Regarding the type of chocolate, we found that milk chocolate received the most positive evaluation, which was followed by dark and white chocolate, respectively; we also demonstrated that sugar free products have a negative rating. In line with our preliminary expectations, a rise in the price of the product has a negative impact on utility as perceived by consumers. Brand loyalty is most characteristic of young and highly educated respondents, and a rise in brand loyalty lead to an increase in the preference towards manufacturer brand products compared to private label brand products.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban
folyóiratcikk
Manufacturer brand
Private label brand
Brand loyalty
Chocolate bar
Willingness-to-pay
Hybrid choice modelling
Megjelenés:Appetite. - 177 (2022), p. 1-15. -
További szerzők:Czine Péter (1994-) (közgazdász) Balogh Péter (1970-) (agrármérnök) Szakály Zoltán (1965-) (agrár-közgazdász)
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001-es BibID:BIBFORM077998
035-os BibID:(WOS)000468715200010 (Scopus)85063271332
Első szerző:Szakály Zoltán (agrár-közgazdász)
Cím:A modified model of the willingness to pay for functional foods / Zoltán Szakály, Sándor Kovács, Károly Pető, Péter Huszka, Marietta Kiss
Dátum:2019
ISSN:0195-6663
Megjegyzések:The aim of this research was to develop a modified version of the Munene model summarizing the factors influencing willingness to pay for functional foods, adjusted to the Hungarian population. The questionnaire survey was conducted in 2014 in Hungary on a sample of 500 individuals, representative for gender, age, settlement type and region. Building blocks of the Munene model were examined and tested with a Latent Variable Path Analysis with the Partial Least Squares (LVPLS) model. According to the results, the strongest relationship in the modified model was identified between attitudes towards, and beliefs about, the attributes of functional foods, i.e. the more consumers believe in the health protecting effect of functional foods, the more positive their attitudes towards those foods, and the more they are willing to pay a premium for them. The highest explanatory power in the model was attributed to the attitudes towards functional foods, followed by beliefs about the attributes of functional foods, and then by consumer demographics. The modification of the original Munene model based on a Hungarian sample contributes to an examination of its usability and provides an example of how it can fit to another culture. Moreover, a comprehensive model including factors influencing WTP has not yet been developed among Hungarian consumers.
Tárgyszavak:Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban
folyóiratcikk
functional food
willingness to pay
WTP
consumer attitude
Megjelenés:Appetite. - 138 (2019), p. 94-101. -
További szerzők:Kovács Sándor (1978-) (matematika tanár) Pető Károly (1958-) (agrármérnök) Huszka Péter Kiss Marietta (1981-) (közgazdász)
Pályázati támogatás:EFOP-3.6.2-16-2017-00003
EFOP
Internet cím:Szerző által megadott URL
DOI
Intézményi repozitóriumban (DEA) tárolt változat
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