The Role and Customer Measurement of Trademarks

Abstract

In welfare societies, including Hungary, the amount of product and product range that we have never seen before is trying to satisfy existing or not yet born consumer needs. However, consumer decision-making becomes more difficult with the expansion of supply. The product range and the information on the packaging provide information dumping to customers, which is very difficult to process. Consumers face numerous decision-making, functional, psychological, social, and other risks during shopping, and various strategies are being used to reduce them. Such a decisionmaking risk reduction tool is choosing branded products. The role of trademarks in food - where many mass products are found - is very important. This article aims to present an analysis of consumer behavior towards domestic food. By using the internationally accepted international scales (CETSCALE, 1-7 Likert-scale) our research goal is to examine domestic consumer ethnocentrism, and to analyze the recognition, and customer attitudes of trademarks, especially the Hungarian Product, Home Product, and Domestic Process Product. The results of our research conducted by 551 people can help Hungarian food companies to understand consumer preferences, develop a proper trademark strategy that increases their competitiveness.