Comparison of health-conscious behaviour in the UK and in Hungary
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| Format: | Thesis |
| Kulcsszavak: | consumer behaviour consumption coupons customer discount health-consious healthy label Hungary price purchasing pattern Social media United Kingdom |
| Online Access: | http://dolgozattar.uni-bge.hu/53348 |
| Abstract: | The Thesis presents how the price and the social media affect the health-conscious consumption in the UK and in Hungary. The aim of the research was to analyze how the price and the social media affect the health-conscious purchasing pattern in the UK and in Hungary. The secondary research clarifies the main concept connected to the consumer behavior, marketing and health-conscious eating habits. In the primary research, a questionnaire was shared on social media to gain more information about health-conscious consumer behaviour regarding the price and social media. A lot of similarities can be observed between the two countries, but some differences can be also seen. The economic crisis also affects the willingness to purchase health-conscious products in both countries as the consumer has to face with economic challenges. The supermarkets are trying to encourage the consumers with coupons and loyalty programs and these actions help the low-income families and those consumers who are price sensitive. Furthermore, social media became widespread, and many supermarkets and firms use this to encourage the consumers to purchase health-conscious products on the social media platforms. However, the credibility of the social media influencers is uncertain in both countries and affect mainly the younger generation. |
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