QR Code: An Interactive Mobile Advertising Tool

Ela Sibel Bayrak Meydanoglu
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Ela Sibel Bayrak Meydanoglu: Faculty of Economics and Administrative Sciences, Department of Business Administartion, Turkish-German University

International Journal of Business and Social Research, 2013, vol. 3, issue 9, 26-32

Abstract: The role of health and environmental consciousness in consumers lifestyle is often explored in the US and Europe. The study mainly targets one element of this topic: consumers’ priorities in foodstuff markets, while exploring trends with respect to health and environmental consciousness. I conducted a nationwide primary research in Hungary in March 2012, the main results of which are published in this study. The goal was to assertain the place and role of these elements in our foodstuff consumption. In my research the main question being: How self-restrictive and self-conscious are we when purchasing and consuming foodstuff? with every foodstuff purchase we make decisions about our environment, which indirectly has an effect on the producers, manufacturers and dealers. I will briefly review the foodstuff consumers segments in Hungary, which first have been identified using factor analysis followed by cluster analysis. I have identified the following consumer groups based on health consciousness: Conscious majority, Conscious by commitment, Economist “housewife†, Youthfully eclectic and Passives.

Keywords: Interactive marketing; Interactive mobile advertising; QR code. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:lrc:larijb:v:3:y:2013:i:9:p:26-32

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