IDENTITY AND CONSUMER PREFERENCES OF TRANSYLVANIAN HUNGARIANS

Annamária Sasné Grósz; Zoltán Veres

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IDENTITY AND CONSUMER PREFERENCES OF TRANSYLVANIAN HUNGARIANS

Annamária Sasné Grósz, Zoltán Veres

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/351249

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Global Marketing Conference

2018 Global Marketing Conference at Tokyo (2018.07)
pp.755-766

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

This research was conducted to examine the national identity and consumer behavior of the Hungarian minority’s young generation in Romania3. We may use the results for interpreting groups as segments with different type and level of national identity and forming of marketing-mix that fits to their national identity consciousness.

키워드

ethnic marketing minority consumer behavior identity Transylvania

저자

Annamária Sasné Grósz(University of Pannonia, Hungary)
Zoltán Veres(University of Pannonia, Hungary)

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