Survey of Consumers’ Responsiveness to Small-Scale Producers’ Marketing in the Northern Hungary Region

Abstract

The purpose of our study is to survey the marketing issues of small-scale food production and short supply chains (SSCs) from the consumers’ aspects, and to give insight into the effectiveness and potential of SSC marketing. The paper presents the result of a wide online consumer survey with the participation of more than 1000 consumers, mostly from the Northern Hungary region. According to our experiences, the most effective „marketing instrument” was the personal contact with producers, communication with relatives, and acquaintances. One-third part of our sample could be motivated by (this kind of) marketing and had more willingness to pay for small-producers’ goods.

Keywords

• small producers
• local products
• food marketing
• consumers’ behavior
• primary survey