Hungary is one of those countries in Europe that have undergone a tremendous change during the last two years. This political change has basicly influenced economy and the actors of the market as well. The first part of this paper describes why neither research institutions nor clients were interested in carrying out qualitative projects under the socialist era. The second part of the paper analyzes why the present Hungarian society and the Hungarian consumers are in a frustrated situation as a consequence of the distorted social and interpersonal relations. On the example of car drivers and refuelling customers a presently adequate typology is suggested. Further on, it is shown how advertising research and image studies can make use of qualitative techniques in an environment where most actors are not ready to cope with the results. It is described how certain research problems were answered. Finally, the paper gives a general overview of how paradoxical identification efforts work in Hungary and what qualitative research could do to help them assimilate to each other. It is mentioned that the training of qualitative researchers is not sufficient in Hungary.
The paper aims at delineating the ways of advertising in Hungary the products and services manufactured or rendered on the basis of a license purchased from a Western company whose trade-mark or trade-name is made use of when marketing the product or services. Emphasis is laid on the use of trademark and trade-name. The author endeavour to illustrate that they have an important role to play in Hungarian advertising and public relations activities, that the fruits of the cited crucial and increasingly expanding East-West cooperation are given great publicity in Hungary, and lastly, what are the ways and means of materialising the same. The paper makes no claim to be scientific, its message being conveyed by way of rule-of-thumb examples in four case studies.
On the basis of forecasts the United States were expected to introduce import restrictions for the protection of its home market. In this way the Japanese textile export could be deflected to the West-European markets, where the Hungarian exporters would be forced by the new competitor to take strategical decisions. The managers of the Hungarian textile industry sponsored the elaboration of a forecasting model, which 1. describes the process of the expectable events; 2. determines the values of the economic and marketing factors, where the process starts; 3. controls, if the Hungarian enterprises are capable to follow up the course of these factors and 4. to conceive and realise their new marketing strategy from the date of the appearance of the values until the European market situation is changing. The usefulness of the model has been verified by the past economical processes.
The Hungarian Institute for Market Research of Budapest began in 1970 a series of surveys, repeated every second year, to observe the Hungarian people's holiday taking habits. The structure of demand - the types of holidays taken and the way they are organised - the changes in demand and the factors influencing this and the effects of the macro environment, should all be taken into consideration when creating an adequate supply of facilities to meet the demands of holiday-makers. The results of surveys are used in the planning of tourism: the research is done with this aim. The surveys are carried out using a representative household panel run by the Hungarian Institute for Market Research.
The importance of market research is steadily growing in Hungary too. The enterprises make their short and medium range decisions concerning production on the basis of the expected reactions of the market. Prior market surveys and the conclusions to be drawn from them form part of the preparation of decision making. Specialised institutions or advisers are often commissioned to survey the market. The present study sought answers to the questions of a clothing manufacturing enterprise. The enterprise wanted to know the quantitative and qualitative conditions that it had to take into consideration in the following years in order to increase its turnover and its share of the market.
We were glad to be able to discuss with the Hungarian members about market research in Hungary. So we were told that for instance even middle and long run planning is done by the Ministry of Wealth. The medical consumption per capita in Hungary is about US $ 12 a year. And over 90% of the population are members of Social Security.
We were glad to be able to discuss with the Hungarian members about market research in Hungary. So we were told that for instance even middle and long run planning is done by the Ministry of Wealth. The medical consumption per capita in Hungary is about US $ 12 a year. And over 90% of the population are members of Social Security.
The rapid rate of technical development and the continual widening of choice necessitate methods of product development which can be constantly geared to changing market trends. In the previous mechanism of the Hungarian economy, the products of various manufacturing branches reached the consumers through centralised distribution. After the abolition of centralised quotas, however, many manufacturers and consumers failed to recognise in time the practical interconnections between market research and planning. Thus it came about that a product was not manufactured because demand for it was lacking, and demand was lacking because the product could not be obtained. Market research will help to supply reliable data for measuring the profitability of product development.
This paper gives a comprehensive picture of the development and more important stages of market research in Hungary. We do not deny that there is still much to do in respect of both the methods applied and in the processing of the information by means of electronic computers. We should like therefore to rely even more in future on the methodological experience of foreign market research institutes, which have been doing successful work for decades and which are prepared to exchange their experience with us.