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MARKETING CHARACTERISTICS OF THE HUNGARIAN SMEs WORKING IN THE FOOD PROCESSING INDUSTRY

MARKETING CHARACTERISTICS OF THE HUNGARIAN SMEs WORKING IN THE FOOD PROCESSING INDUSTRY. Zsolt Polereczki , György Kövér, Tibor Bareith , Zoltán Szakály Kaposvár University, Faculty of Economic Sciences , Marketing and Trade Department. International Symposium on Business and Social Sciences

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MARKETING CHARACTERISTICS OF THE HUNGARIAN SMEs WORKING IN THE FOOD PROCESSING INDUSTRY

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  1. MARKETING CHARACTERISTICS OF THE HUNGARIAN SMEs WORKING IN THE FOOD PROCESSING INDUSTRY Zsolt Polereczki, György Kövér, Tibor Bareith, Zoltán Szakály Kaposvár University, Faculty of Economic Sciences, Marketing and Trade Department International Symposium on Business and Social Sciences Toshi Center Hotel, Tokyo, Japan March15-17, 2013

  2. The structure of the presentation • Antecedents of the research • Aims of the research • Methodology • Main results • Consequences

  3. Antecedents of the research Is it possible to set up a branch related model relating to SMEs? • Basic idea based on the models explaining the consumers’ behaviour Consumers’ behaviour Market orientation e.g.:Engel-Blackwell-Miniard (1987); Howard,Sheth (1969) Desphande, Farley, Webster (1993); Kohli, Jaworsky (1990); Ruekert (1992); Kohli, Jaworsky (1990); Narver, Slater (1990); Shapiro (1988) General models e.g.: Shepherd, R. (1990); Pilgrim, F. J. (1957); Grunert, Brunso, Bisp(1993) Verhees, Meulenberg (2004) Product group related models

  4. Aims of the research

  5. Testing MARKOR and MKTOR among food processing SMEs: Can the three-three factors in the two scales be considered one dimension? Does each factor have enough discriminating ability, that is do we have the right to separate the variables constituting the factors into three-three factors?

  6. Methodology • The composition of the sample The data were analyzed with the structural equation modelling (SEM) method – Amos 7 (SPSS)

  7. Results • Acceptable one-dimensional models

  8. Summary of the discriminating ability investigation between the factor pairs The original model can partlybe used inthe case of SMEs working in the food industry.

  9. MARKOR scale, Intelligence generation factor • The food industrial SMEs collect secondary information through basically informal channels - enterprises consider this little information satisfactory, they are highly convinced that they react to real consumer demands (Responsiveness factor). • MARKOR scale, Intelligence dissemination factor • One of the weakest elements of market orientation is the effective information flow. • MKTOR scale, Customer orientation factor • Enterprises already feel commitment to customer orientation, however, it does not appeal in real activities.

  10. Consequences and implications • It is possible to decrease the one-dimensional variables in a way that the refusal of the one-factor model cannot be justified in case of 5 of the examined six factors. Next step: look for variables that describe more efficiently the characteristics of the SMEs in this branch. The original model can not be used inthe case of SMEs working in the food industry.

  11. Is it possible to set up a branch related model relatingtoSMEs? Yes! But new variables should be inserted in the model to increase its explanation ability.

  12. polereczki.zsolt@ke.hu Thank you for your attention!

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