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Thesis of Doctoral (Ph.D.) Thesis WINE CONSUMPTION TRENDS IN THE LIGHT OF CHANGES IN DOMESTIC AND ESPECIALLY THE WINE REGIONS OF TOKAJ’S- AND VILLÁNY’S PRODUCTS Klára Ágnes Törökné Kiss Supervisor: Prof. Dr. János Nagy UNIVERSITY OF DEBRECEN Kálmán Kerpely Doctoral School Debrecen, 2016 1 1. BACKGORUND AND AIMS OF THE DISSERTATION I started to deal with the wine sector in 2008 when as a wine lover; I decided to write a thesis survey of wine consumption habits. The past 7 years I met many winemakers, visited several vineries and I participated in many wine demonstrations. Meanwhile, a picture developed in me that wine producers do come across many difficulties and obstacles. This led me to investigate the Hungarian vineries from marketing point of view, with the relevant theoretical background studies. Including direct sales and motivation of wineries of Tokaj and Villany wine regions. My other attachment to the topic is that I often visited vineries of Hungary, with my family and friends. We often visited the vineries of Tokaj and Eger as two, the most near vineries to Debrecen. During my PhD as a wine lover, the last few years I toured around the wine regions of Hungary and during this time, had many publications regarding this topic. My dissertation focuses on the wine region of Tokaj and Villany. I exam the market of the wines produced here, from marketing point of view. Topicality and importance of the topic Wine has always been part of the culture and history in Hungary and played an important part of the economy. Over the past decade, reputation market position of the Hungarian wine, decreased has (Gaal- Pardanyi, 2006). Scientifically, wine or spirits, grape mash obtained by the alcoholic fermentation. Wine is a Turkish word origin is grayish –white. Researches showed evidences that around 5000 BC people living near the Caucasus had grown in small-grained wild grape. It was bred out of the garden vines later; therefore it is considered the homeland of viticulture. However, wine making technology is associated by the ancient Egyptians. The European grape and wine production was helped by the ancient Greek and Roman merchants. Noe is considered the first wine maker in the European culture (Paska, 1999). Wine is as old as mankind 's history and across cultures and even these days, plays a very important role. The world's grape and wine production, wine trade and wine consumption has changed radically in recent decades, so this change has also affected Hungary. And from 2001 had to accommodate changes due to the EU accession. Hungary was already popular in Europe for its wine -growing regions before the Conquest. Our country for centuries was known as the home of wine in Europe (Laposa 2 Dekany, 2001). Not a coincidence, as since 1875 until the phylloxera virus, Hungary was Europe's great wine-producing power, together with France, Portugal, Italy and Spain (AmbrusCsoma-Somlosi, 2003). Hungary boasts a unique selection of wines in comparison to the size and location of our country. In our wine regions fresh fruity, full-bodied, unique and world famous sweet wines all can be found. In recent centuries, the wine in our country has become part of history and culture. Beside all these provides a livelihood to the producers of wine regions. Because of its physiological effects - which are proven by science – it has become part of everyday life for a balanced, healthy lifestyle. The situation of Hungarian wine in recent years has become a controversial issue, which had many causes. Due to the regime, the production and sale of wines both in Hungary and in international markets were in crisis (Molnar, 2007). After regime change, immediately appeared small, family wineries in addition to the large wineries, which sought quality wine production, tradition and new technologies, focused on the use of varieties. The first results of that initiative appeared in the mid- 90s but in the meantime sales of the products has become increasingly difficult due to the concentration of food trade. As a consequence, more and more wineries started to revive the tradition of direct sales and its new forms (Gyore 2014). Landscapes of Hungary have unique ecological quality that favours more of the produce of white wines. Therefore the reputation of Tokaj wine region is based on its white wines and the reputation of Villany wine region is primarily based on its red wines. On these lands the self-produced wine is a centuries-old tradition, a symbol of hospitality and courtesy. Tokaj and Villány wine producers have realized the importance of quality wine production over the volume of wine production, and also, they put more and more emphasis on their marketing activities as well. PURPOSE OF THE RESEARCH 1.2 Purpose of the research The dissertation is intended to provide a general picture about the situation of Hungarian wine market and its wine consumption habits. The immediate goal of the presentation is to demonstrate the market of Tokaj’s and Villany’s wines, as well as strengthen or refute the concept of hypotheses. The indirect aim of this dissertation is again, to prove the efficiency of the scientific method in theory and practical approach. To my knowledge, there 3 hasn’t been a research of this scientific kind that would analyse these two vineries linked together, from marketing point of view. Objective of this dissertation: My primary goal of my dissertation I would like to find out the characters of wine buyers and consumers. Also, would like to categorize them by their characters so that I can sketch a base of wine marketing strategy in the future, regarding these wine regions. Secondly to reveal the special marketing features of Tokaj and Villany wine regions and to introduce wine consumption habits of residents of these two vineries. In my research both consumer and producer side was surveyed in Hungary. During the exploration of literature, situation of the world- and Hungary’s wine market will be presented as well. The research can be divided into two main parts. In one part, I examined the consumer side with questionnaires, on the other hand, the producer side in the form of in-depth interviews. So in my thesis I wish to present marketing characteristics of the above mentioned two wines. 1.3. Hypothesises of the research Prior to the research, based on literature and my personal knowledge, I set up the following hypotheses on direct sale. Altogether, I made 9 hypothesises, where assumptions can be found, that are methodological, areal integration associated, consumer and customer assumption related and also, particularly wine trade related. H1 Tokaj’s and Villány’s wine purchase and consumption are related to age, sex, income, education. H2 At purchase of Tokaj’s and Villány’s wines; buyer is mainly influenced by the price. A higher proportion of higher -income consumers to buy wine directly from the producer, then as lower -income consumers H3 I found consumption patterns correlations between the examined two wine region (TokajHegyalja, Villány -Siklós) , with respect to the purchase and consumption of wine. H4 Tokaj and Villány wineries employ a different marketing strategy. Tokaj prove more effective than the Villány one. 4 H5 Different wine trade policy, structure and distribution channel structure are developed, in Tokaj- and Villány hill, for the market for the analyzed wine. Tokaj concentrates on wine export more than Villány. H6 From marketing point of view, compering the results of the household interviews in comparison with the producer of Tokaj wine region and Villány, both differences, and similarities can be detected. H7 In the household survey interviewed female wine consumers prefer the taste of sweeter wines H8 A higher percentage of respondents in the household survey mentioned Aszú wines of among Tokaj wines H9 The role of direct selling for small wineries is more important than the larger wineries. This dissertation is intended to provide a general picture about the situation of Hungarian wine market and wine consumption habits. My immediate goal is to present the market of Tokaj’s and Villány’s wines, as well as strengthen and refute hypotheses. This doctrine is to aim indirectly, to be proven the efficiency of the scientific methods of theoretical and practical application. As far as I know, there has not been done this kind of scientific research to these two wine regions before, which examined marketing approaches together, of these two wine regions. In my research it was surveyed in both consumer and producer side in Hungary. During the exploration of literature, situation of the world- and Hungary’s wine market will be presented as well. The research can be divided into two main parts. In one part, I was examining the consumer side with questionnaires, on the other hand, the producer side in the form of in-depth interviews. So in my thesis I wish to present marketing characteristics of the above-mentioned two wines. 5 Targets to be achieved by processing, exploration literature: 1. Objective: A brief overview of the world and Hungary’s wine sector 2. Objective: Literature review of Wine Marketing Objectives to be achieved based on the primary research: 1. Objective: Determination of the main characteristics of Hungarian wine consumers in general 2. Objective: Determination of trait of Villány and Tokaj wine producers and wine consumers 2. HISTORY AND METHOD USED I started to deal with wines in 2008 when, as a wine lover, I decided to write my diploma as an agricultural engineer, about habits of wine consumption. During the last 7 years, I met many wine makers, visited many vineries and attended many exhibitions. An image was formed in my mind that those who deal with vineries, come up against many difficulties and obstacles regarding marketing their wines. This inclined me to investigate Hungarian vineries from marketing point of view, backed up with the right theory studies. Within these, I decided to take on direct selling and its motivation the vineries of Tokaj and Villány wine regions. 6 Table No. 1.: Analysis of surveys Source: Own research, 2014 Analysis of surveys Aspects Public research Method of data collection 100% personal interviews Application of interviewers 20% by interviewers, 80% by myself Reasearch areas Research aims Research dates Locations of the research Group of respondents Selection method Number of questions Number of evaluated questionnaires Number of evaluabla questionnaires Evaluation tool The average duration questioning Budapest, Northern Great Plains region’s county capitals, Baranya County (Villány) Evaluation of wine consumption of the Tokaj’s and Villány’s wines Summer of 2011-2013 Debrecen’s, Szolnok’s, Nyíregyháza’s, Nudapest’s hypermarkets, public areas, universities over 18 years random 35 500 0 MS Excel és SPSS 15 minutes During the household survey, I applied random sampling techniques; anyone could be included in the sample. In the questionnaire I used open and a yes-no deciding questionnaire. Also, combination plates, and multiple choice questions were used too. In several occasions, I asked for ratings too. On a scale of 1 to 5, I asked people to rank certain statements. During my research, although random sampling procedure was used, I mainly asked in areas where the frequency of purchases of wine was larger - according to the literature. This was necessary because this way irrelevant questionnaire were so much less, regarding the objectives of my research. This way I was able to carry out the surveys in much shorter time and more costeffectively. People, the age of between 18-25 and 26-35 years were over-represented and between 36-60 year olds representation was quite good. People over 60 were under represented. 7 The evaluation was also done in terms of education and income and the chances of getting in the sample- due to a large number of elements- could say was high. Firstly, I studied combinability of national sample of the areas. One of my hypotheses was that answers assessed in Budapest will differ greatly, from the data collected in the countryside. As for proof, I used a method of pairwise T – test. The sampling techniques can be divided into two basic groups. One of them is ‘the not accidental’, and the other one is ‘the random sampling techniques’ group. Former include arbitrary, evaluations, the quota and snowball sampling. The latter include a simple accident, systematic, stratified, and collective and other sampling techniques (Malhotra, 2001; CsapóKárpáti, 2003). Methods used at examining the consumer side, in my research: - Distribution ratio - Averaging, mean values , standard deviations - Reliability Analysis - Pairwise T-test analysis - Pearson's Chi-square test - Mann -Whitney test I did the statistical analysis with a help of three key programs and software, during my research. These used programs were: MS Excel, SPSS. In Hungary, the most widely used operating system is Microsoft Soft Windows. The system includes various software packages. In the Office package, the MS Excel spreadsheet software can be found. The program is also good for statistical analysis and the user interface is relatively easy to use. The most outstanding feature of the program is, perhaps that as results, an excellent presentation can be performed, and the work can be made attractive. The SPSS (Statistical Package for Social Sciences) is a developing program, for more than a decade. SPSS data is stored in a table. Another important part of SPSS is the Output window, in addition to the data tables. The outcome of statistical tests and procedures are displayed in this output and all text messages (Ketskeméty-Izsó, 2005). The secondary data were processed by the software program using Microsoft Excel 2010. Documenting and processing data of checked questionnaires in quantitative research, within primary research, was made by SPSS (Statistical Package for Social Sciences) and MS Excel. When processing statistical data from both sources, among calculation of simple statistics, I 8 needed to use two- and multivariate methods. The application of distribution ratio allows the characterization of analyzing composition of different data. When preparing the cross tables, I did independency examinations (Khi2 test, significance exams) with a 5% margin of error (p=5%), average calculations, scattering study, to open up the relationship between the different variables toward each other. When the relationship has been proven statistically significant (p≤5%), then the strength of connection usually becomes interesting. 3. MATERIAL AND METHOD Data collection was carried out to develop a detailed understanding of the research topic, using two internationally recognized method of marketing research data collection (secondary and primary). 3.1 Secondary research Secondary researches are to process and cognizance national and foreign literature and data of home vinery, giving emphasized attention to wine production, wine shopping, tendency of wine consumption and examining the developments of wine market. Data sources for the preparation of analyzes, were given printed and electronically. The sources of secondary data important printed information were various books, journals, statistical publications, studies, conferences, publications, legislation, sector-specific regulations, other informational publications, weekly and daily newspapers. The electronic or computerized data sources came from one of the Internet -based databases. 3.2 Primary research Primary data was used to obtain qualitative methods (quality) and quantitative (quantitative) research, as using them together, would result in a success and an examination. Primary data was used to obtain qualitative methods (quality) and quantitative (quantitative) research. The qualitative research is an unstructured, exploratory method which is based on a small sample and serves the nature of understanding the problem (Malhotra, 2002). By this research, I mainly got to know the answers to ‘Why’ and ‘How’ and to understand the activity of market participants and the motives of their actions. The quantitative research is usually based on large 9 numbers of questioning It quantifies the various answers to the questions (What? How many/ how much? How many times, Where? When?) that have been analyzed mathematical and statistical methods. Methodology of in-depth interview survey Methodology of used in in-depth interview examinations- Wine producers, wineries. In-depth interview survey was part of my own research, of which sketch. During the intensive interview the interviewer asks the responder with a pre prepared sketch. A personal interview provides an opportunity to obtain in-depth information or that the interviewer understands the systems and relationships (Wyss, 1991). I visited Hungarian wineries for the first time in person in the summer of 2012, when I checked with the wine maker via email first, then on the phone, for me to be able to go and see them. In several cases I faced rejection; still, I managed to visit companies who were happy to comply with my request. The method used was the in-depth interview. The results obtained were better grouped and become suitable for the preparation for models. The models show a possible direction and relationships. The intensive interview is a method of qualitative data collection. The method is a structured, direct and personal Interview in which is a highly skilled interviewer talking to one responder with the aim to detect his motives, views, attitudes and feelings, relation to a particular matter. An intensive interview could be anything between half an hour and an hour. During my own research, I got to the interviewed wine makers via professional contact lists, after making the sketch of the intensive interview. I got in touch with all the wineries possible, firstly by email and phone. I visited those wineries where I got positive feedback, both in Tokaj and Villany areas. I asked the same questions from everyone on the phone as well as part of a personal interview, regarding their given region. I put the result to an MS Excel table, and then analyzed it. Collection of data Data collection happened verbally, anonymously and voluntary in person and with a help of a pre drawn sketch of intensive interview made for directly for people in matter. Appointments were made by phone and were consulted before. 10 The sketches used in in-depths interviews The face to face interviews were helped by a half structured interview draft of which “guiding principle " contained pre-defined primary and secondary open-ended questions (Lehota, 2001). The interviews half constructed nature ensured that I was able to detail the topic better, more freely and deeply. The producer interview sketches were expanded to a brief description of the businesses, they dealt with in detail of the wineries and marketing activities of host trades. Also, it investigates the knowledge of respondents, regarding consumer-, and customer needs in wine tourism in the future. During my research, I exam wine consumption habits of Tokaj and Villány wines, marketing strategy of wine producers and trait of wine trade. Scientific nature of the used methods enables the publication of relevant conclusions and new results. During the 3 years of research of mine, such an information and data been gathered, on which basis a theoretical model could be established. I got to the necessary information by market research, using surveys, questioners and interviews and via seconder literacy. The model shows the possible connections of the specific wine market performers in Tokaj and Villány, and how the product gets to the last consumer. I have already dealt with this subject, prior to my doctoral studies (secondary and primary research). 3.2.1 Methodology of surveys questionnaire Gathering data The collection of data was collected with a help of questionnaires and was anonymous and voluntarily. During the course of the so-called household survey, method of "face to face interviews" (Scipione, 1994) were applied. In doing so, the interviewer was personally present the survey. However, the respondent in the questionnaire itself could also write his individual responses. I made the collection of questionnaires by mail or in person. Important features of the questionnaires used in the research The household survey builds on wine consumption and purchasing habits, knowledge of wines and wine regions and its themes are built on topics. Before finalizing the questionnaires, 30 questionnaires were involved in test interviews which after no substantial changes happened in the questionnaires. During the research, questionnaires were providing processing, quantification and conclusions. Priority scales were also applied in addition to 2 or 3 or question response options (Kotler, 1998). In the household questionnaire there were few open questions 11 regarding few wines and unfolds relevance associations related to wine region. Examining the evaluability of the questionnaires, it can be said that in the event of the public questionnaire survey, evaluability of 500 questionnaires was 100% Features of the samples In 2012/2014, in a regional consumer oral survey, 500 people were selected. In this model, people aged 18 and over, Hungarian nationality from Northern Great Plain (its towns and villages), Baranya County (city of Pécs and Villány) and Budapest could be added. The interviews happened in 5 cities: Debrecen, Nyíregyháza, Szolnok, Villány and Budapest. By using simple random sampling, in the areas selected, I used ‘Random Walking Method’ which meant, we asked every 5th person to fill in the questionnaire. During the survey, the outcome did reflect on the population regarding sex and county. However, the 18-25, 26-35 and 36-45 age group were added to the model in a larger proportion, then people from age group of 60 plus. Table No. 2.: Distribution by age and sex Source: Own research, KSH 2014 Sex Type of settlement Age 18-25 Age 2635 Age Age 3645 Age 4660 60 plus piece piece piece piece piece 35 City/town Male Municipality 19 54 Total 35 City/town Female Municipality 22 57 Total 70 City/town Total Municipality 41 Total 111 29 22 51 49 25 74 78 47 125 26 18 44 40 17 57 66 35 101 24 14 38 41 14 55 65 28 93 22 6 28 28 14 42 50 20 70 Total piece 136 79 215 193 92 285 329 171 500 % 43 57 100 3.2.1. Method of qualitative research Qualitative research methods are applied to individual in-depth interviews depth interviews with producers. Personal conversations continued in the Tokaj wine region of Villany winery 12 and dealing with producers, managed to get to know your marketing activities, the wine tourism, opinions on wine consumption and purchasing habits. 3.2.2. Method of quantative research The most important part of my research was consumer survey. One of the two wine regions studied, a regional retail interview has been conducted among the Northern Plains region and Baranya County and residents of Budapest. I was studying wine consumption and habits among the residents of Northern Plains region, Baranya County and Budapest. Also I studied factors like influencing choosing of wine, knowledge and judgment of residents regarding importance of wines and wine regions and common characteristics of different consumer groups. Within the regional consumer oral questionnaire 500 – aged 18 years of age and above- were selected from the examined area. The oral surveys were done by ‘Birthday Key’ and ‘Random Walking’ method. The processing of data was by SPSS for Windows 7.0 and Excel. During processing of data, two and more-, multivariate method had to be applied, in addition to the calculation of simple statistics. In doing so, the Fishbein model was used by the various ratios, took averages, dispersion and run significance tests. 4. RESULTS 4.1. Main feaatures of intensive interviews Our wineries are characterized by duality that is equally shown in Tokaj and Villany wine regions. On one hand there are financially strong wineries. In Tokaj wine region they are István Szepsy Winery, Sauska Winery Tokaj, Beres Wine yards, Tokaj Trading House. In Villány they are Csányi Winery, Sauska Winery Villány, Zsolt and Ede Tiffán’s Winery and Vylyan. They move towards quality production, and can also put sufficient money and emphasis on marketing too. Beside them are on a long tradition, larger private farmers with larger properties. These are the "Peak Winemakers" who intend to cover their living expenses from the winery. Such traditional family winery is i.e. István Kiss Family Winery (Fitomark), Árvay Family Winery, Erzsébet Winery. Few of the most known of Villány ones are Bock-, Gere-, Polgár-, Wunderlich Wineries. 13 In both wine regions in addition to the medium and large wineries, there are numerous producers who look at wine making as a secondary income. These farmers also produce to sell, not only for their own consumptions. The quality of their wines is rather diverse and a large proportion of them do not bottle their wines. Many people are engaged in producing wine only as a hobby just to cover their own family wine consumption. These people are not part of my studies, therefore will not be mentioned in my dissertation. In the wine regions of Tokaj and Villány, recognized, mainly, medium and large wineries help to evolve the image of these regions. The most important marketing element is to specify the name of the wine, at those medium and large wineries mentioned above. Producers/ wineries for specifying origins of wines, often use the name of the actual wine region, town or area (i.e. in Villány there is one called Black Hill, Devil Ditch, Extint, etc.) Often found in both analyzed wine regions, but more in Villány that they use their family name as a Hallmark of their wines, giving a personal guarantee for their produce, to the customer (i.e. Vida Cuvee, Bock Cuvee). These days, wines with a fancy name is becoming increasingly common in the market, this is not something typical to Tokaj producers. For product development in response to the respondents of the consequences to be drawn is that, Villány producers’ mood for experimentation is much larger than the Tokaj producers’. In Tokaj wine region there are less experimenter wine producer, therefore product development is also less. Regarding ageing in Villány wine region, oak barrels are recommended widely and in Tokaj wine region, they recommend Gönci barrels. Producers of both wine regions experience ever accelerating technological development. In summary of in-depth interviews it can be said that both wine regions very much appreciate the importance of tourism. In both cases, it is one of the main sources of earning for living, and creates many jobs. Tourism is flourishing in both wine regions, thanks to the reputation of wine-growing regions, which is due to the quality of their wines and surrounding natural environment. In Villány as well as in Tokany, cellard/ vineries can be walk around on foot. Though I discovered and important difference. In many places in Villány civilized accommodations can be found, unable to state the same about Tokaj. Wineries in both of these wine regions offer not just individual and group wine tasting sessions but also excursions, accommodation and food. According to the producers, guests expect highquality wines tasting sessions and pleasant programs. Not one respondent mentioned that apart from the wines had been offered, would wish to have services on a higher level. In connection with the development of tourism, both wine producers highlighted the importance of varied 14 wine tasting route programs, the improvement of marketing activities, and the establishment of more accommodations. Only the third of the wineries being involved in this study can guarantee for the customer to be able to purchase their wine via their website. Both sides could enumerate much strength, lack of capital was common in both sides, as weaknesses. Wine producers pass on their wines to the shops mainly through wine merchants. Both major wine producers’ wines can be found in most of the country's wine specialist shop. In these stores the products can be obtained at a high price. In Villány it is more typical to have a winery that has its own specialist wine shop. One of the most important distribution channels for both wine regions is the HORECA system, which helps to boost their prestige as well. It is typical to their wine export that in most cases they only put on the market medium- priced products, not the high quality ones. That is more of a trait for larger producers. In contrast with this, family wineries export their high quality wines on to the market and sell them for a high price, in direct proportion to quality. The most important export markets for the studied wine regions are EU Member States: Slovakia, Germany, Czech Republic, and Poland. Also shipped to the United States, United Kingdom, Japan and China (these latter ones a more typical to Tokaj). Wine tourism is significant in both wine regions. The one that has image forming effect helps the region's wines promotion and marketing. At the moment, in Hungary, there is no standardization for marketing conception for trading of wines. Every producer and retailer follows different strategy. The wine growers and wine producers however, are not able to invest their products with far-reaching marketing tools. In Hungary, the parish council Mountain provides technical assistance to its members; it is not covered for marketing work. There is no specific marketing officer for the current 22 Hungarian wine regions who would be capable of consistent professional framework and give and unified image in there and support sales of their own wine region. For foreigners, among first things that come to their mind about Hungary is Tokaji Aszú. It is highly recommended that the government also manages well this product as it could also be one of the defining images of the country (Piskóti, 2002). 15 4.2 Results of essential household survey Table No. 3.: Main characteristics of the population Source: Own research, own calculation from Census data (Spatial statistics for age group 18 +), KSH 2014 Criteria Distribution by age Distribution by sex Distribution by place Distribution by highest level of education Sample data from KSH data int the study areas he study areas Representativeness 18-25 age 46 % 15 % over 26-35 age 27 % 20 % close to top 36-45 age 13 % 12 % good 46-60 age 10 % 37 % good 60 plus 4% 16 % under Female 57 % 55 % almost good Male 43 % 45 % almost good 13 % 54 % under North-Great Pl. 50 % 36 % almost good Baranya County37% 10 % over Higher educ. 27% 38 % under Min.of maturity 55% 32 % over Primary educ. 18% 30 % under Budapest After processing the 500 residential questionnaires, comparing with census in 2014, can be said that the distribution was similar. I will illustrate the most important background characteristics from which can be seen that 43% of the respondents were men and 57% were women. The model represents well the adult population of the studied region, regarding distribution of ages. The sample data reveals that nearly half of those surveyed (46%) were aged between 18 and 25, 27% were aged 26 and 30, 13% were aged between 31 and 45, 10% were aged between 40 and 60 and 4% were aged above 60. It’s been experienced from distribution of school 16 qualifications that 27 % of that in higher education, 55 % of that in secondary and 18% primary education was accounted for. In terms of the breakdown by place, 13% of respondents live in Budapest, 37% are from Baranya County and 50% live in the Northern Great Plain region. 55% noted Tokaji Aszú as their favourite wine, 15% said Egri Bikavér (Eger Bullblood) was their favourite and 30% claimed other wines as their preferred ones (i.e. Villány, Balaton, Merlot, etc.) The latter was given a very heterogeneous composition therefore it could not be categorized. Only 4 % of those who were unable to name or had not had a wine of their favourite. Only those, who do purchase wines, got into my study. Tokaj wine is being purchase once or twice a year, nearly 50% of the sample and 24% buy their favourite wine in every 3 months. The respondents for the purpose of own consumption buy an average of 4-5 bottles of Tokaj wine in a year, and from Villány wines, less often. In case if the wine is intended to be a gift, we can almost get the same results, but the averages are slightly smaller compared to their consumption. That is, in case of Tokaj wines 4-5 bottles/ year, in case of Villany wines 2-4 bottles/ year, in case of Tokaji Aszú 3 bottles/year and in case of specialized wines, it is 2 bottles /year. Those who don’t buy wine specialties, the reason is mainly financial. The reason for some of the non-buyers is that they either haven’t tried or they don’t like that wine. Table No.1: Occasions respondents purchase wines for usually Source: Own research 2014 For New For wedding Year's Eve 6% 2% For Any gift 8% For Name day28% For Birthday 35% For Christmas 21% 35% of the respondents buy wines for birthdays, 28% for namedays, 21% for Christmas. 45% of respondents drink Tokaj wine specialties at home usually. 37% mainly at parties consume wines and 18% mainly in catering. 17 Table No.2.: Most often places wines being bought from Source: Own research 2014 Wine sotre 15% Internet 3% Discount store 12% Petrol station 1% From the producer 9% ABC 11% Hypermarkets 49% Nearly 49 % of the wines are sold in supermarkets and hypermarkets. 12% of the respondents buy their wines in small shops (i.e. Profi, Penny Market), 11% from other shops (i.e. Coop, CBA), 15% from specialized wine shops and only 9% from producers. It turned out from the questionnaire that influence is important when it comes to choosing wine.This greatly influence the decision almost in every respondent. Also important factor can be the other half of the respondent, friends and family. Table No.3.Pie chart to show much respondents spend on wine per year Source: Own research 2014 20001-50000Ft 23% 10001-20000Ft 28% Over 50000Ft 4% Under 2000Ft 3% 5001-10000Ft 30% 2001-5000Ft 12% 28% of the respondents spend between 10 000 and 20 000 Ft on wine per year, 30% spend between 5 000 and 10 000Ft, and 23% spend between 20 000 and 50 000Ft. Only 4% spend more than 50 000 Ft and only 5% spend less than 5 000 Ft on wine per year. On average spending on wine was near 17 000 Ft. 18 40% of respondents don’t go to any wine region with an intention of wine tasting. 31% go in a year, 25 % few times and only 4% go regularly, once a month. 64% responded that they would gladly buy wine from a wine specialized shop near where they live. 73% of the respondents hadn’t been on any event regarding wines, grapes or any kind of wine culture. 27% of respondents had heard this kind of information. 34% didn’t know the noble making process. 29% were fully aware of it and 37% responded that though they knew about it, they didn’t know the entire procedure. I asked about favorite wineries too. 32% of respondents did have a favorite winery and 38% had just a favorite kind of wine of theirs. A total of only 10 % could name a favorite winemaker of theirs. In the questionnaire the consumers were asked about the criteria regarding their wine purchase. In this subject, it can be said that the order of their considerations at purchasing their wines are: previous experience (32%), price (36%), and quality (14%). In case of purchasing the wine as a gift, considerations are: price (42%), appearance (14%), quality (22%), previous experience (14%) and other (8%). However, in theory the amount of money spent on the wines is much higher than the actual spending. The value of the most occurring element (mode) and the middle mode (median) with both Tokaj and Villány wines are 2 500 Ft. Respondents get their information about wines, primarily from friends. After that, family, relatives and the Internet. Only 10 % of them make inquiries in wine specialist retailer. 65% of respondents only buy Hungarian wine, 35% occasionally buy foreign wine. When processing statistical data from both sources, among calculation of simple statistics, I needed to use two- and multivariate methods. The application of distribution ratio allows the characterization of analyzing composition of different data. When preparing the cross tables, I did independency examinations (Khi2 test, significance exams) with a 5% margin of error (p=5%), average calculations, scattering study, to open up the relationship between the different variables toward each other. When the relationship has been proven statistically significant (p≤5%), then the strength of connection usually becomes interesting. For example one of the studies table: 19 Table No.4.: The basis of by gender analyzes cross Pearson's chi-square test about the Tokaj- and Villány wine region (there is no difference) Source: Own reserch, 2014 “p” for the Pearson chi-square value (greater than 0.05, i.e. no significant difference) Variables Know the Aszú wine Buy wine for wedding Dirnk wine at parties Buy wine in hypermarkets Read wine magazines Buy wine in ABC Buy wine in wine store Buy wine from the producer Buy wine from the internet Friend influencing Visiting the wine regions about wine shopping Favorite winery Drink wine at catering 0,816 0,83 0,573 0,753 0,744 0,296 0,21 0,285 0,83 0,245 0,098 0,769 0,758 5. EVALUATION AND MAIN ASCERTAINMENT OF DISSERTATION OF HYPOTHESES During the preparation of my dissertation situation of wine market and the characteristics of Tokaj and Villány wines were examined by several scientific methods. The aim of the research is fulfilled, as it gave a general picture of the wine market situation on the Tokaj and Villány wine regions. 20 Evaluation of hypotheses of dissertation Examination of hypotheses ended with the following results: I wasn’t able to confirm two but was able to confirm seven hypotheses based on literature, regarding Tokaj and Villány wine regions. Table No.5.: Results of hypotheses Source: Own research 2014 Hypotesis Contents of the hypotesis tartalma Verified/discarded H1 Tokaj’s and Villány’s wine purchase and consumption are related to age, sex, income, education. At purchase of Tokaj’s and Villány’s wines; Verified buyer is mainly influenced by the price. A H2 higher proportion of higher -income consumers Verified to buy wine directly from the producer, then as lower -income consumers. H3 I found consumption patterns correlations between the examined two wine region (TokajHegyalja, Villány -Siklós) , with respect to the purchase and consumption of wine. Verified H4 Tokaj and Villány wineries employ a different marketing strategy. Tokaj prove more effective than the Villány one. Different wine trade policy, structure and Discarded distribution channel structure are developed, in H5 Tokaj- and Villány hill, for the market for the Discarded analyzed wine. Tokaj concentrates on wine export more than Villány. From marketing point of view, compering the results of the household interviews in H6 comparison with the producer of Tokaj wine Verified region and Villány, both differences, and similarities can be detected. In the household survey interviewed female H7 wine consumers prefer the taste of sweeter Verified wines A higher percentage of respondents in the H8 household survey mentioned Aszú wines of Verified among Tokaj wines H9 The role of direct selling for small wineries is more important than the larger wineries 21 Verified 6. NEW SCIENTIFIC RESULTS OF DISSERTATION 1. 1.The dissertation outlines a clearly arranged Hungarian, mainly Tokaj- and Villany wine market situation. 2. During examining wine consumption and wine purchasing characteristics of tourists visiting Tokaj and Villány wine regions, two segments have been identified: - Wine loving friends, - Wine lover businessmen 3. Comparison of Tokaj and Villány wine region had been done regarding marketing point of view. In doing so, differences, similarities and the potential of these opportunities in these wine regions were analyzed. For the comparison I mainly used the results of indepth interviews and the result of the questionnaire of the population survey. 4. Survey of wine consumption and wine buying habits for residents of the Northern Plains region, Budapest and Baranya County had been made and analyzed. I divided the population into 7 segments: “Sweet wine lovers”, “Younger people who stick to their habits”, “Traveling wine lovers”, “Wine lover businessmen”, “Modern customers”, “Wine loving friends”, “Producer preferers”. 5. I tried to outline a possible marketing strategy regarding the wine region Tokaj and Villány that could help the wine sector. The most important of the above mentioned strategy are quality, protection of origin and communication. 6. The test wine regions and customer’s of Tokaji- and Villany’s wine consumption habits it can be managed also can be. 7. Research has demonstrated that wine consumers surveyed find it difficult to navigate through these days offer a wine and that wine-buying sites mainly in hypermarkets. 8. The purchase and consumption of Tokaji- and Villany’s wines among the respondents is related to age, gender, income, education. 9. There is not much difference between the wine trade structure and the distribution channel and the Tokaj wine region of Villany-Siklos market. 10. The composition of the Tokaji- and Villany’s export markets are heterogeneous, and each winery connection system is aligned, but the presence in the export market is not coupled with marketing support. Multiple export market may lead to a company's resources consumed, which was at the expense of efficiency. 22 7. PRACTICAL UTILIZATION OF RESULTS 1. The residential questionnaire survey shows that consumers have difficulties finding their way through the wine range. 2. The price appears in the form of price interval that is correlated with the family’s total monthly net income. Consumers prefer sweet wines, but do not like too sweet ones. Their need can be satisfied by wines available between 1 000-1 500 Ft 3. More and more people like red wines and there is a growing number of Villány wine lovers too. Among Tokaj wines, the most well-known is the Tokaji Aszú. However, consumption of it is rare due to its price. 4. The wine tasted has a positive influence on the feeling of satisfaction and can be decisive when purchasing wine. 5. The population can be divided into sets of distinct consumer target groups. Development of segment -specific marketing mixes can be done, which greatly improves efficiency. 6. Tourism development would greatly help the wine consumption at the producer’s and would greatly improve that. Presence and facilitates of tourism strategy help local market. 7. The composition of export markets in Tokaj and Villány wine regions are heterogeneous and aligned to the wineries connection system. Rethinking of the sales channel policy would greatly help to achieve higher profitability wineries. Regulation of valueorientated marketing channels of wines of studied wine regions is necessary. 8. Building of marketing information system on a wine region level, would help research programs to develop and operate marketing research. 9. Introducing more wine culture subjects in higher education All in all, we can say that it is very much to do towards the development of a conscious marketing strategy. It will greatly determine the future course of the specific market. Unity is absolutely necessary in both Tokaj-Hegyalja and Villány-Siklós wine regions. 23 8. SUMMARY Wine is a noble beverage, which is proudly produced and consumed by some nations. Viticulture and wine production tradition do have traditions. Hungarian vinery is not is not in a bad situation, it has excellent specialists and the natural conditions are appropriate. The most important wine region of Hungary is the Tokaj one. Tokaj wines do have several foreign competitors. We are unable to produce a large amount but after satisfying the domestic market, we also produce to export. A few decades before the change of regime ' Tokaj ' brand lost its credibility. But over the past 20 years thanks to the marketing of few of wineries, Tokaj wines stepped onto their development path again. During my doctoral research I surveyed habits of wine consumptions and I studied marketing strategy from the side of producers. The researches took place in Hungary. I carried out factor analyses in connection to customer research. In my research work, I applied questionnaires and market research. I also obtained information by indepth interviews. The aim of my research was revealing the specific features of Villány and Tokaj wine regions. I explored marketing activities of those who deal with vineries and their opinion regarding wine tourism, wine consumption and purchasing habits. I got to know the professionals’ opinion in the wine marketing, current domestic situation of Tokaj and Villány wine regions and their future possibilities. Also, I aimed to recognize wine consumption habits and purchasing habits of our capital Budapest, Northern Plains region and Baranya County. To achieve my targets, I completed secondary data collection with producer based intensive interviews and a (500 people) public questioning. The data were evaluated using statistical analysis. During my research I found that more and more producers, in the examined wine regions rely on the knowledge of modern marketing. The results of the survey proved that there is demand for highquality wines in Hungary. From the questionnaires it turned out that people like quality red and white wines like the same. It turned out that respondents consume wines once or twice. In terms of the sales of wine, selling at hyper-, and supermarkets and direct sales from the producers are more dominant. Also, original and vintage do have a great influence when purchasing wine. In Tokaj and Villány wine regions, you find marketing activity being varied on differently wine marketing levels. Wine region marketing works well in both wine regions but the flow of information and the lack of capital represent matters. In both wine regions wealthier farmers try to get their own marketing rise ahead of the market. 24 9. REFERENCES 1. AMBRUS L. – CSOMA ZS. – SOMLÓSI L. (2003): A magyar bor útja – A kezdetektől napjainkig. B. K. L. Kiadó, Szombathely, 177-178.p. 2. CSAPÓ ZS. – KÁRPÁTI L. (2003): Marketing és kereskedelem, Campus Kiadó, De- brecen, 106. p 3. GAÁL B. – PÁRDÁNYI M. (2006): Bormarketing- A magyar borok marketingje, Alfadat-Press Kft. , Tatabánya 4. KETSKEMÉTY L. – IZSÓ L. (2005): Bevezetés az SPSS programrendszerébe, ELTE Eötvös Kiadó, Budapest, 459.p. 5. KOTLER, P. (2002): Marketingmenedzsment, KJK Kerszöv Jogi és Üzleti Kiadó Kft., Budapest, 875.p. 6. LAPOSA J. – DÉKÁNY T. (2001): Villány – borvidékek ékessége. 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