Caracteristicile de consum ale produselor din carne de marcă în Ungaria – abordarea din punct de vedere al lantului valoric

Abstract

Marca si problemele sale strategice, ambele fiind teoretic clasate in arii separate, reprezinta o parte decisiva in comportamentul consumatorului si in comunicarea de marketing, fapt ce dezvaluie o relatie interesanta. Utilizind cercetarile noastre anterioare, abordam acele baze care fot fi punctul de pornire pentru "constructie" si cu ajutorul acestuia, poate fi estimata valoarea adaugata a brandingului. incepind cu un impact major asupra ofertei, au fost investigate consumurile. Pe parcursul ultimilor 25 de ani de schimbari socio-economice, s-au simtit efecte sporite in productia de carne, procesarea si consumul. Cu standarde adecvate, informatii, supraveghere din partea unei surse de incredere, utilizatorul sau consumatorul primesc un produs de o calitate inalta (in zonele rurale, de obicei se consuma propriul produs sau sau se procura de la piata de la un vinzator bine-cunoscut). Produsele straine sau de origine necunoscuta: aici exista cel mai mare risc, deoarece in multe hipermarket-uri, sau centre comerciale mari se intimpla mai multe abuzuri, re-etichetari, nu este furnizata informatia necesara. Valorile s-au schimbat in ultimul deceniu si foarte des au dus la tendinte nutritive contradictorii si discordante, care au afectat categoriile de valori ce joaca un rol decisiv in comportamentul consumatorului. Consideratiile etice si de sanatate, timpul si placerea sunt printre cele mai importante valori.

The brand and its strategic issues both theoretically separable area, it is a decisive part in the behavior of the consumer and in marketing communication, which reveals an interesting relationship. Using our previous researches we am looking for those bases which can be the starting „building” point and with the help of it the marketing added value of branding can be estimated. Starting with a major impact on the supply side, consumption was investigated. Over the past two and a half decades of socio-economic changes made a strong affect in meat production, processing and consumption. With appropriate standards, information, supervision from a reliable source, the user or consumer get high quality, domestic product (in rural areas typically consume their own or they buy the product in the market from a well-known seller.) Foreign or unknown origin products: here is the greatest risk because in many hypermarkets, or large shopping center happens a lot „abuse”, re-labeling, moreover not proper information is provided. Values has changed in the last decade and often led to contradictory, discordant nutritional trends, which have affected the value categories playing a decisive role in consumer behavior. Health, ethical considerations, time and pleasure are among the most important values.