{"title":"Influential Factors on Consumer Purchase Intentions: Cases of Instant Noodle Products in the Hungarian Market","authors":"Csaba Nagy","doi":"10.15549/JEECAR.V5I2.244","DOIUrl":null,"url":null,"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.","PeriodicalId":37422,"journal":{"name":"Journal of Eastern European and Central Asian Research","volume":" ","pages":""},"PeriodicalIF":1.6000,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Eastern European and Central Asian Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.15549/JEECAR.V5I2.244","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 6
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.
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.