影响消费者购买意愿的因素——以匈牙利市场方便面产品为例

IF 1.6 Q3 BUSINESS

Journal of Eastern European and Central Asian Research Pub Date : 2018-11-19 DOI:10.15549/JEECAR.V5I2.244

Csaba Nagy

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引用次数: 6

摘要

本研究调查了匈牙利市场上影响消费者对方便面产品购买意愿的因素。综合文献研究表明，影响方便面产品购买意愿的主要因素有五个，这五个因素是衡量方便面产品购买意向的指标。然而，结果表明，有四个主要因素，即包装（外观）、产品方面的价格（与平均价格相比的产品价格）、促销（动力、营销沟通）和便利性（决策过程、准备食物的时间、购物的时间）。研究得出的结论是，年轻人（35岁以下）、单身、受教育程度较低（小学、高中或职业/副学士学位）和低于平均水平或接近平均水平（低于100000福林和100001-200000福林）的净收入者表现出最高的购买意愿。这一消费者形象将成为商业专业人士的目标，以提高匈牙利方便面产品的购买力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Influential Factors on Consumer Purchase Intentions: Cases of Instant Noodle Products in the Hungarian Market

This research investigates the factors that impact consumer purchase intention towards instant noodle products in the Hungarian market. A comprehensive literature review indicates that there are five main factors that have impact on willingness to purchase instant noodle products, which is the measurement item to purchase intention towards instant noodle products. However, the results show that there are four main factors, which are packaging (appearance), product aspect of price (product price compared to average), promotion (drive, marketing communication) and convenience (decision-making process, time spent on preparing food, time spent on shopping). The research concludes that young (less than 35), single, lower educated (elementary school, high school or vocational/associate’s degree) and below average or close to average (less than 100,000 HUF and 100,001-200,000 HUF) net earners show the highest willingness to purchase. This consumer profile is to be targeted by business professionals to enhance purchasing of instant noodle products in Hungary.

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来源期刊

Journal of Eastern European and Central Asian Research Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

2.50

自引率

43.80%

发文量

审稿时长

8 weeks

期刊介绍： Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.