Research Title:

Project No.:

Research Period:

Research Institute:

Research Leader:

Professor of Marketing

tel.: +36(72) 211-433 / 3276

fax: +36(72) 211-433 / 3106

Research Team:

Kinga Lampek, lecturer [net300@axelero.hu]]

Laura Csík, Ph.D. student [csiklaura@freemail.hu]

Katalin Dudás, Ph.D. student [duka00pg@ktkstud.pte.hu]

Krisztián Steigervald, Ph.D. student [steigervaldk@freemail.hu]

Research Fields and Schedule

The essential aim of the research is to examine consumer and buyer behaviour of the Hungarian minorities, to show the differences caused by cultural divergences, and to discuss and publish the results of the surveys.

Research consists of three periods (each year) that gives the framework of it as surveys are going to carry out among Gypsies in the first year, among classic minorities in Hungary during the second year and finally surveys will be conducted to get to know about newly appeared minorities (Chinese, Greek, Ukrainian) that are not significant proportionally, but there are considerable differences in their culture and habits.

According to the results of census in 2001, 314.627 inhabitants stated themselves as members of a minority from the total of 10.198.315 Hungarian citizens. Table 1. demonstrates the proportion of each minorities existing in Hungary.

Methodology

During the research period emphasis will be on applying primer information gathering methods and if possible computer aided mathematical-statistical tools (SPSS) will be used.

In the first year consumption of the Gipsy minority will be examined on a sample of 1.000 that represents the Hungarian population so results can be generalised. In the second year other (classical) minorities, which has significant proportion, will be examined with qualitative technique, namely focus group discussions. With these technique motivations, opinions, attitudes are possible to explore. In parallel with the qualitative method we plan to apply quantitative techniques as well, namely filling out short questionnaires and test papers with group members. In the third year the methodology is consistent with the above mentioned one.

Importance of the Research

Researching the Hungarian minorities has great importance from several aspects. There was no representative research that would have examined consumer behaviour in case of Hungarian minorities, which focused on special characteristics of consumption, values, and attitudes or even the habits of media consumption.

The results will mean a great leap forward both in sense of the methodology (how special groups – sometimes in awkward situation – can be targeted with communication without hurting them) and in contextual aspects, as surveys make it possible to get to know more about minorities and publishing results could mean to tolerate them more.

Publications to be expected

Press conferences, workshops and reports will be the most significant outputs in every year. Reports will be forwarded to other institutions in higher education and to research institutes for additional applications. In the second and third year national and international articles will be published and we plan to show results in conferences as well. In the last year a conference will be organised and as a summary a collected works will be edited.