Szegedi élelmiszeripari hungarikumok helyzete, lehetőségei a globalizáció és a lokalizáció kölcsönhatásában eredet, hagyomány és minőség szögediesen

Abstract

Food Hungaricums are traditional products that have historical past and due to their distinguished quality they represent added value. Despite their special characteristics the current market position is different from the desired situation. The results of questionnaire survey conducted among the students from the University of Szeged, reveals the inadequate awareness of Hungaricums. Students appreciate the distinctive characteristics of the Hungaricums, but they are price-sensitive, so they are less willing to pay a price premium. Depth interviews with food manufacturers producing Hungaricums in Szeged, have pointed out that they consider products become Hungaricums as an opportunity to improve their market situation. The overall conclusion is that the Hungaricum foods are suitable to effectively contribute to the successful localization, which is based on innovation, that allows to combine tradition with novel ideas, thus improving the competitivenes of Hungaricums at local, national and international level.