What is Inside the Bottle? - Factors Influencing Pálinka Consumption

Zalán Márk MaróÁron TörökPéter BaloghPéter Czine

DOI 10.7160/aol.2023.150107
No 1/2023, January
pp. 83-98

Maró, Z. M., Török, Á., Balogh, P. and Czine, P. (2023) "What is Inside the Bottle? - Factors Influencing Pálinka Consumption", AGRIS on-line Papers in Economics and Informatics, Vol. 15, No. 1, pp. 83-98. ISSN 1804-1930. DOI 10.7160/aol.2023.150107.

Abstract

Pálinka is the national spirit of Hungary and is in possession of the geographical indication of the European Union, but it used to be listed as a poor-quality product for a long time. The turnaround in this field began in the early 2000s. The aim of this study is to analyse the behaviour and attitudes regarding the purchase and consumption of pálinka and, to assess the product-related awareness of Hungarian consumers who like this particular spirit. Based on the literature, the knowledge of Hungarian consumers about pálinka is rather low, which is confirmed by the results of our questionnaire survey of 1,000 people. Furthermore, based on the results obtained, participants in the pálinka sector are more likely to understand how important certain product attributes that are perceived by consumers when purchasing pálinka. In order to increase the awareness of the spirit, it is essential to get to know the consumers, which can be followed by a well-positioned marketing strategy from both the government and corporate side.

Keywords

Pálinka, spirit, Hungary, consumer survey, knowledge, geographical indication.

References

  1. Act LXXIII of 2008 on Palinka, Törkölypalinka and the National Palinka Council (2008) [Online]. Available: https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:52021XC0426(01)&rid=7 [Accessed: Sept. 20, 2022].
  2. Act LXVIII of 2016 on Excise Duties (2016) [Online]. Available: https://ec.europa.eu/growth/ tools-databases/tris/en/search/?trisaction=search.detail&year=2016&num=561 [Accessed: Sept. 20, 2022].
  3. Ananth, C. V. and Kleinbaum, D. G. (1997) "Regression models for ordinal responses: a review of methods and applications", International Journal of Epidemiology, Vol. 26, No. 6, pp. 1323-1333. ISSN 1464-3685 DOI 10.1093/ije/26.6.1323.
  4. Bastian, S. E., Danner, L., Niimi, J., Ristic, R. and Johnson, T. E. (2019) "Alcoholic beverages in context", In Context, The Effects of Environment on Product Design and Evaluation, pp. 605-630. ISBN 978-0-12-814495-4. DOI 10.1016/B978-0-12-814495-4.00029-5.
  5. Békési, Z. and Pándi, F. (2005) "Pálinkafőzés", Mezőgazda Kiadó, Budapest, p. 214. ISBN 9789632865607. (In Hungarian).
  6. Bellizzi, M. G., Eboli, L., Forciniti, C. and Mazzulla, G. (2018) "Air transport passengers’ satisfaction: an ordered logit model", Transportation Research Procedia, Vol. 33, pp. 147-154. ISSN 2352-1465. DOI 10.1016/j.trpro.2018.10.087.
  7. Betancur, M. I., Motoki, K., Spence, C. and Velasco, C. (2020) "Factors influencing the choice of beer: A review", Food Research International, Vol. 137, p. 109367. ISSN 0963-9969 DOI 10.1016/j.foodres.2020.109367.
  8. Bethlehem, J. (2010) "Selection bias in web surveys", International Statistical Review, Vol. 78, No. 2, pp. 161-188. ISSN 0306-7734. DOI 10.1111/j.1751-5823.2010.00112.x.
  9. Brant, R. (1990) "Assessing proportionality in the proportional odds model for ordinal logistic regression", Biometrics, Vol. 46, No. 4, pp. 1171-1178. ISSN 0006-341X. DOI 10.2307/2532457.
  10. Bruwer, J. and Buller, C. (2012) "Consumer behavior insights, consumption dynamics, and segmentation of the Japanese wine market", Journal of International Consumer Marketing, Vol. 24, No. 5, pp. 338-355. ISSN 0896-1530. DOI 10.1080/08961530.2012.741478.
  11. Cravero, M. C., Laureati, M., Spinelli, S., Bonello, F., Monteleone, E., Proserpio, C., Lottero, M. R., Pagliarini, E. and Dinnella, C. (2020) "Profiling individual differences in alcoholic beverage preference and consumption: New insights from a large-scale study", Foods, Vol. 9, No. 8, p. 1131. ISSN 2304-8158. DOI 10.3390/foods9081131.
  12. Dancey, C. P. and Reidy, J. (2007) "Statistics without maths for psychology", Pearson Education, Harlow, 619 p.. ISBN 978-0-132-05160-6.
  13. Erkan, A. and Yildiz, Z. (2014) "Parallel lines assumption in ordinal logistic regression and analysis approaches", International Interdisciplinary Journal of Scientific Research, Vol. 1, No. 3, pp. 8-23. ISSN 2200-9833.
  14. Eygu, H. and Gulluce, A. C. (2017) "Determination of customer satisfaction in conservative concept hotels by ordinal logistic regression analysis", Journal of Financial Risk Management, Vol. 6, No. 3, pp. 269-284. ISSN 2167-9541. DOI 10.4236/jfrm.2017.63020.
  15. Field, A. (2009) "Discopering statistics using SPSS", SAGE Publications, London, p. 856. ISBN 978-1-84787-907-3.
  16. Géczi, G., Korzenszky, P. and Nagygyörgy, L. (2018) "Analytical and sensory testing of palinkas made with different distillation technologies", Hungarian Agricultural Research, Vol. 27, No. 3, pp. 4-9. ISSN 1216-4526.
  17. Glenk, K., Hall, C., Liebe, U. and Meyerhoff, J. (2012) "Preferences of Scotch malt whisky consumers for changes in pesticide use and origin of barley", Food Policy, Vol. 37, No. 6, pp. 719-731. ISSN 0306-9192. DOI 10.1016/j.foodpol.2012.08.003.
  18. Hajdu, I., Major, A. and Lakner, Z. (2007) "Consumer behaviour in the Hungarian beer market", Studies in Agricultural Economics, Vol. 106, pp. 89-103. ISSN 1418-2106. DOI DOI 10.22004/ag.econ.47016.
  19. Harcsa, I. M. (2016) "A magyarországi pálinkafőzés jogszabályi változásai és hatásai", Ars Boni, Vol. 4, No. 1, pp. 25 - 42. [Online]. Available: https://docplayer.hu/46637652-Harcsa-imre-milan1-a-magyarorzsagi-palinkafozes-jogszabalyi-valtozasai-es-hatasai.html [Accessed: Aug. 5, 2022]. (In Hungarian).
  20. Harcsa, I. M. (2017a) "Energy demand for pálinka production and some practical issues of waste treatment", Economic and Regional Studies (Studia Ekonomiczne i Regionalne), Vol. 10, No. 3, pp. 82-95. ISSN 2451-182X DOI 10.2478/ers-2017-0027.
  21. Harcsa, I. M. (2017b) "Increasing palinka recognition with tourism and gastronomy", APSTRACT: Applied Studies in Agribusiness and Commerce, Vol. 11, No. 3-4, pp. 37-44. ISSN 1789-7874. DOI 10.19041/APSTRACT/2017/3-4/6.
  22. Harcsa, I. M. (2018) "A pálinkafőzés gazdasági hatásai", Ph.D. dissertation, University of Debrecen (In Hungarian).
  23. Harcsa, I. M., Nábrádi, A. and Tar, I. (2014) "Hungarian spirits pálinka as a "Hungaricum" I. Literature review and practical approaches", Applied Studies in Agribusiness and Commerce, Vol. 8, No. 2-3, pp. 133-141. ISSN 1789-7874. DOI 10.19041/APSTRACT/2014/2-3/16.
  24. Frank, E. H. (2015) "Regression modeling strategies with applications to linear models, logistic and ordinal regression, and survival analysis", Springer Nature, Berlin, 607 p. ISBN 978-3-319-19425-7.
  25. Hungarian Food Codex Comitte (2002) "Codex Alimentarius Hungaricus" Order No 1-3-1576/89 Alcoholic Beverages. [Online]. Available: https://docplayer.hu/2373427-Magyar-elelmiszerkonyvcodex-alimentarius-hungaricus-1-3-1576-89-szamu-eloiras-szeszesitalok.html. [Accessed: Aug. 5, 2022]. (In Hungarian).
  26. GFK Hungária Market Research Institute (2008) "Piackutatás a pálinka népszerűsítő kampány megalapozására", Budapest. (In Hungarian).
  27. László, Z., Hodúr, C. and Csanádi, J. (2016) ""Pálinka": Hungarian Distilled Fruit", In Traditional Foods, pp. 313-318, Springer, Boston. ISBN 978-1-4899-7646-8. DOI 10.1007/978-1-4899-7648-2_24.
  28. Manthey, J., Probst, C., Kilian, C., Moskalewicz, J., Sierosławski, J., Karlsson, T. and Rehm, J. (2020) "Unrecorded alcohol consumption in seven European Union countries", European addiction research, Vol. 26, No. 6, pp. 316-325. ISSN 1022-6877. DOI 10.1159/000506333.
  29. Manthey, J., Shield, K. D., Rylett, M., Hasan, O. S., Probst, C. and Rehm, J. (2019) "Global alcohol exposure between 1990 and 2017 and forecasts until 2030: a modelling study", The Lancet, Vol. 393, No. 10190, pp. 2493-2502. ISSN 0140-6736 DOI 10.1016/S0140-6736(18)32744-2.
  30. Marinelli, N., Fabbrizzi, S., Sottini, V. A., Sacchelli, S., Bernetti, I. and Menghini, S. (2014) "Generation Y, wine and alcohol. A semantic differential approach to consumption analysis in Tuscany", Appetite, Vol. 75, pp. 117-127. ISSN 0195-6663. DOI 10.1016/j.appet.2013.12.013.
  31. Maró, Z. M., Török, Á., Balogh, P. and Czine, P. (2022) "Pálinkavásárlási preferenciák vizsgálata a magyar fogyasztók körében-egy diszkrét választási modell építése", Statisztikai Szemle, Vol. 100, No. 1, pp. 44-67. ISSN 0039-0690. DOI 10.20311/stat2022.1.hu0044.
  32. McCullagh, P. (1980) "Regression models for ordinal data", Journal of the Royal Statistical Society: Series B (Methodological), Vol. 42, No. 2, pp. 109-127. ISSN 0035-9246 DOI 10.1111/j.2517-6161.1980.tb01109.x.
  33. Merlino, V. M., Massaglia, S., Borra, D. and Mantino, V. (2019) "New consumer targets towards a traditional spirit: The case of Grappa in Piedmont (Northwest Italy)", Italian Journal of Food Science, Vol. 31, No. 4, pp. 652-668. ISSN 1120-1770. DOI 10.14674/IJFS-1375.
  34. Mtimet, N. and Albisu, L. M. (2006) "Spanish wine consumer behavior: a choice experiment approach", Agribusiness: An International Journal, Vol. 22, No. 3, pp. 343-362. ISSN 0742-4477. DOI 10.1002/agr.20090.
  35. Mucha, L., Oravecz, T. and Totth, G. (2020a) "A fogyasztói attitűd kognitív komponensének a pálinka imázsában betöltött szerepe", Táplálkozásmarketing, Vol. 7, No. 2, pp. 21-32. ISSN 2631-1380. DOI 10.20494/TM/7/2/2.
  36. Mucha, L., Oravecz, T. and Totth, G. (2020b) "Pálinkavásárlási szempontok vizsgálata conjointelemzés segítségével", Marketing & Menedzsment, Vol. 54, No. 2, pp. 41-50. ISSN 1219-0349. DOI 10.15170/MM.2020.54.02.04.
  37. Mucha, L., Oravecz, T. and Totth, G. (2021) "A fogyasztói attitűd affektív és konatív komponenseinek elemzése a pálinka imázsában", Táplálkozásmarketing, Vol. 8, No. 1, pp. 21-32. ISSN 2631-1380. DOI 10.20494/TM/8/1/2.
  38. National Tax and Customs Office (2021) "Újra adómentes a pálinkafőzés". [Online]. Available: https://nav.gov.hu/nav/sajtoszoba/hirek/Ujra_adomentes_a_pali20210204.html. [Acessed: May 6, 2022]. (In Hungarian).
  39. Perrouty, J. P., d'Hauteville, F. and Lockshin, L. (2006) "The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise", Agribusiness: An International Journal, Vol. 22, No. 3, pp. 323-41. ISSN 0742-4477. DOI 10.1002/agr.20089..
  40. Prentice, C. and Handsjuk, N. (2016) "Insights into Vodka consumer attitude and purchasing behaviors", Journal of retailing and consumer services, Vol. 32, pp. 7-14. ISSN 0969-6989. DOI 10.1016/j.jretconser.2016.05.009.
  41. Probst, C., Manthey, J., Ferreira-Borges, C., Neufeld, M., Rakovac, I., Andreasyan, D., Sturua, L., Novik, I., Hagverdiyev, G., Obreja, G., Altymysheva, N., Ergeshov, M., Skukrov, S., Saifuddinov, S. and Rehm, J. T. (2021) "Cross-sectional study on the characteristics of unrecorded alcohol consumption in nine newly independent states between 2013 and 2017", BMJ open, Vol. 11, No. 12, pp. 1-10. ISSN 2044-6055. DOI 10.1136/bmjopen-2021-051874.
  42. Schaefer, R., Olsen, J. and Thach, L. (2018) "Exploratory wine consumer behavior in a transitional market: The case of Poland", Wine Economics and Policy, Vol. 7, No. 1, pp. 54-64. ISSN 2212- 9774. DOI 10.1016/j.wep.2018.01.003.
  43. Siegel, M., DeJong, W., Naimi, T. S., Fortunato, E. K., Albers, A. B., Heeren, T., Rosenbloom, D. L., Ross, C., Ostroff, J., Rodkin, S., King, Ch., Borzekowski, D. L. G., Rimal, R. N., Pardon, A. A., Eck, R. H. and Jernigan, D. H. (2013) "Brand‐specific consumption of alcohol among underage youth in the United States", Alcoholism: Clinical and experimental research, Vol. 37, No. 7, pp. 1195-1203. ISSN 0145-6008. DOI 10.1111/acer.12084.
  44. Siemieniako, D., Kubacki, K., Glińska, E. and Krot, K. (2011) "National and regional ethnocentrism: a case study of beer consumers in Poland", British Food Journal, Vol. 113, No. 3, pp. 404-418. ISSN 0007-070X. DOI 10.1108/00070701111116464.
  45. Skorobogatov, A. (2014) "The effect of closing hour restrictions on alcohol use and abuse in Russia", Higher School of Economics Research Paper No. WP BRP, 63/EC/2014. [Online]. Available: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2501865 [Accessed: Sept. 10, 2022]. DOI 10.2139/ssrn.2501865.
  46. Svatošová, V., Kosová, P. and Svobodová, Z. (2021) "Factors influencing consumer behaviour in the beer market in the Czech Republic", Czech Journal of Food Sciences, Vol. 39, No. 4, pp. 319-328. ISSN 1805-9317. DOI 10.17221/153/2020-CJFS.
  47. Szegedyné Fricz, Á., Szakos, D., Bódi, B. and Kasza, G. (2017) "Pálinka: fogyasztói ismeretek, preferenciák, fogyasztási szokások, marketinglehetőségek", GAZDÁLKODÁS: Scientific Journal on Agricultural Economics, Vol. 61, No. 02, pp. 158-170. ISSN 0046-5518. DOI 10.22004/ag.econ.264586.
  48. Torok, A. and Jambor, A. (2013) "Competitiveness and Geographical Indications: the case of fruit spirits in Central and Eastern European countries", Studies in Agricultural Economics, Vol. 115, No. 1, pp. 25-32. ISSN 1418 2106. DOI 10.22004/ag.econ.146816.
  49. Torok, A. (2013) "Hungaricums–Hungary’s geographical indications. The role of origin in agriculture and food production in the 21th century – lessons learnt from the case of the pálinka", Doctoral Dissertation, Corvinus University of Budapest.
  50. Totth, G., Hlédik, E. and Fodor, M. (2011a) "Pálinkával kapcsolatos fogyasztói percepciók és preferenciák elemzése kvalitatív kutatás eredményeinek tükrében", Marketing & Menedzsment, Vol. 45, No. 2, pp. 11-15. ISSN 1219-0349. (In Hungarian).
  51. Totth, G., Hlédik, E. and Fodor, M. (2011b) "Fogyasztói vélemények és preferenciák a pálinka piacán", Élelmiszer, táplálkozás és marketing, Vol. 8, No. 1-2, pp. 41-47. ISSN 2560-2551. (In Hungarian).
  52. Totth, G., Kovács, I., Mezőné Oravecz, T. and Zarándné Vámosi, K. (2017) "A fiatalok pálinkafogyasztási szokásai", In Bányai E., Lányi B. and Törőcsik M. (edt.): Tükröződés, társtudományok, trendek, fogyasztás: Egyesület a Marketing Oktatásért és kutatásért (EMOK) XXIII. országos konferencia, Pécs. ISBN 9789634291466. [Online]. Available: https://emok.hu/ emok2017/tanulmanykotet [Accessed: Sept. 10, 2022]. (In Hungarian).
  53. Totth, G., Mezőné Oravecz, T. and Zarándné Vámosi, K. (2018a) "A pálinka fogyasztási és vásárlási szokásainak kvalitatív vizsgálata", Prosperitas, Vol. 5, No. 2, pp. 100-115. ISSN 2064-759X. DOI 10.31570/Prosp_2018_02_6.
  54. Totth, G., Mezőné Oravecz, T. and Zarándné Vámosi, K. (2018b) "A pálinkafogyasztás és a fogyasztói szokások változása", Prosperitas, Vol. 5, No. 2, pp. 87-98. ISSN 2064-759X. DOI 10.31570/Prosp_2018_02_5.
  55. ] Wan, X., Zhou, X., Woods, A. T. and Spence, C. (2015) "Influence of the glassware on the perception of alcoholic drinks", Food Quality and Preference, Vol. 44, pp. 101-110. ISSN 0950-3293. DOI 10.1016/j.foodqual.2015.03.018.
  56. Wanninayake, W. M. C. and Chovancová, M. (2012) "Consumer ethnocentrism and attitudes towards foreign beer brands: With evidence from Zlin Region in the Czech Republic", Journal of Competitiveness, Vol. 4, No. 2, pp. 3-19. ISSN 1804-171X. DOI 10.7441/joc.2012.02.01.
  57. Zsótér, B. and Molnár, A. (2015) "A pálinka előállításával kapcsolatos jogszabályváltozások (2010) - előállítási feltételek, adózási kötelezettségek-hatásainak vizsgálata a gyakorlatban", Jelenkori Társadalmi és Gazdasági Folyamatok, Vol. 10, No. 2, pp. 35-52. ISSN 1788-7593. DOI 10.14232/jtgf.2015.2.35-52.

Full paper

  Full paper (.pdf, 609.67 KB).