Volume: 2019

Issue: 01

Author(s):

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

Article title:

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

Journal:

Theory, Methodology, Practice

Pages:

25-34

Keywords:

small producers, local products, food marketing, consumers

JEL-code:

D12, Q13

DOI:

10.18096/TMP.2019.01.03

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.

Bibtex entry

{
@ARTICLE { TMP201901-25,
AUTHOR = {Konrád Kiss and Gábor Koncz and Dóra Nagy-Demeter and Bálint Varró and Mercédesz Németh and Csaba Ruszkai},
TITLE = {Survey of Consumers Responsiveness to Small-Scale Producers Marketing in the Northern Hungary Region}
JOURNAL = {Theory, Methodology, Practice},
VOLUME = {15},
NUMBER = {01},
PAGES = {25-34},
YEAR = {2019}
}

License:

CC-BY
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