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

Csaba Janos Nagy

doi:10.15549/jeecar.v5i2.244

Authors

Csaba Janos Nagy University of the Thai Chamber of Commerce

DOI:

https://doi.org/10.15549/jeecar.v5i2.244

Keywords:

Eastern Europe, Hungary, consumer purchase intention, willingness to purchase

Abstract

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.

References

Akers, W. (1997). “Geest Prepared Foods”, Taste 200 Press Release, Hammond Communications, London.

Buckley, M., Cowan, C., & McCarthy, M. (2007) “The Convenience Food Market in Great Britain: Convenience Food Lifestyle (CFL) Segments.” Appetite 49: 600–17.

Cybulski, M., Krajewska-Ku?ak, E., Sowa, P., Orzechowska, M., Van Damme-Ostapowicz, K., Rozwadowska, E., & Guzowski, A. (2013). Elderly Peoples’ Perception of Young People – A Preliminary Study. Iranian Journal of Public Health, 42(10), pp. 1099–1105.

D’Antuono, L. & Bignami, C. (2012). “Perception of typical Ukrainian foods among the Italian population”, Food Qual., Prefer. 25: pp. 1-8.

Eddyono, F. & Subroto B. (2014). “Purchase Behavior of Noodles: A Case Study of Effort Primary Food Diversification in Indonesia.” International Journal of Science and Technology, Vol. 3 No. 10.

Francis, W. V. N., Lee, M. Y., Lin, X. R., & Low, S. Y. (2012). A study on the youth attitudes toward purchase green products in Malaysia and Singapore. University Tunku Abdul Rahman.

Harris, J.M. & R. Shiptsova. (2007) “Consumer Demand for Convenience Foods: Demographics and Expenditures.” Journal of Food Distribution Research 38(3): pp. 22–36.

Hungarian Central Statistical Office. (2014). Népszámlálás 2011 - 14. A népesség iskolázottsága. Retrieved February 1, 2018, from https://www.ksh.hu/docs/hun/xftp/idoszaki/nepsz2011/nepsz_14_2011.pdf

Hungarian Central Statistical Office. (2016). Population of Hungary. Retrieved October 3, 2016, from http://www.ksh.hu/interaktiv/terkepek/mo/nepesseg.html

Hungarian Central Statistical Office. (2016). Population of Hungary by gender. Retrieved October 3, 2016, from https://www.ksh.hu/interaktiv/korfak/orszag.html

Hungarian Central Statistical Office. (2018, February 20). Keresetek, 2017. január–december. Retrieved February 21, 2018, from https://www.ksh.hu/docs/hun/xftp/gyor/ker/ker1712.html

Krejcie, R. V. & Morgan, D. W., (1970). “Determining Sample Size for Research Activities”, Educational and Psychological Measurement, 1970.

McCullough, F., Jones, S. & Vignali, D. (2003),"The pot snack market – are today’s consumers

demanding health as well as convenience?", British Food Journal, Vol. 105 Iss 6 pp. 395 – 404

Mintel, (2000c), “Supermarketing”, Mintel International Group Ltd., London.

Nettober.com. (2018, February). Anonim fizetésfelmérés - eredmények. Retrieved February 1, 2018,from https://www.nettober.com/index.php?p=fizetesfelmeres_eredmenyek&k=eletkor

Pleasanton (1999), “Consumer snacking trends reflect busy lifestyles”. Nutrition & Food Science, Vol. 31 No. 3, p. 8.

Prendergast, P.G. & Pitt, L. (1996), “Packaging, marketing, logistics and the environment: are there trade-offs?”, International Journal of Physical Distribution & Logistics Management, Vol. 26 No. 6, pp. 60-72.

Prescott, J., Young, O., Zhang, S. & Cummings, T. (2004) “Effects of added “flavor principles” on liking and familiarity of a sheepmeat product: A comparison of Singaporean and New Zealand consumers.”, Food Qual. Prefer. 15: pp. 187-194.

Putnam, J., Allshouse, J., & Kantor, L. S. (2002). U.S. Per Capita Food Supply Trends: More Calories, Refined Carbohydrates, and Fats. FoodReview, 25(3), 2-15. Retrieved February 24, 2017, from https://books.google.hu/books?hl=en&lr=&id=qJlwPabe_ysC&oi=fnd&pg=PA2&dq=instant food consumption us&ots=HTo5xCSlep&sig=dewK41YNZPyvjL62zuiPK7kznbE&redir_esc=y#v=onepage&q&f=false.

Ramayah, T., Jason, L. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54, pp. 1419-1427.

Rettie, R. & Brewer, C. (2000), “The verbal and visual components of package design”, Journal of Product & Brand Management, Vol. 9 No. 1, pp. 56-70.

Schiffman, L., Leon, G., Kanuk L. L. & Wisenblit, K. J. (2010). Consumen Behavior. Tenth Edition. New Jersey: Prentice Hall. Inc.

Smit, J. H., Deeg, D. J., & Schmand, B. A. (1997). Asking the age question in elderly populations: a reverse record check study. The Journals of Gerontology Series B: Psychological Sciences and Social Sciences, 52(4), pp. 175-P177.

Smith, J. (2003), “From Hazi to Hyper Market: Discources on time, money, and food in Hungary”, Anthropology of East Europe Review, Vol. 21 No. 1.

Srinivasan, K. & Nirmalas, R. (2014) “A Study on Consumer Behavior towards Instant Food Products (With Special References to Kanchipurm Town)”. Journal of Business and Management (IOSR-JBM), Vol. 16 No. 11, pp. 17-21.

Vermeir, I. & Verbeke, W. (2004), “Sustainable food consumption: exploring the consumer “attitude – behavioral intention” gap,” Journal of Agricultural and Environmental Ethics (2006) 19: pp. 169–194.