How to Sell Something Else, which is Actually the Same – Beer to Women?!

Mónika Fodor (), Katalin Medvene Szabad () and Attila Szûcs
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Mónika Fodor: Budapest Business School
Katalin Medvene Szabad: Budapest Business School
Attila Szûcs: Clear Nature Kft.

from Óbuda University, Keleti Faculty of Business and Management

Abstract: In this study the main sub results of a national-wide survey will be presented, carried out in 2013. The objective of the research was to analyze the correlation between wellness and health preservation. During the research we used pretested, standardized questionnaire, the data were analyzed with the help of SPSS statistics programme. In this paper we would like to show how differences are in the attitude towards wellness. We would like to explain how consumers see the role of wellness in the health promotion. We examined quantity and structure of edition for health promotion. We analysed the preferences list of wellness-supply choosing. The results can help for suppliers to characterise their main consumer segment, to select marketing activities to reach their potentional consumer groups.

Keywords: wellness; healt protection; primary research (search for similar items in EconPapers)
Date: 2013
ISBN: 9786155018589
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