ROLE OF QUALITY MANAGEMENT OF TRADITIONAL HORTICULTURAL PRODUCTS IN RURAL DEVELOPMENT IN HUNGARY
Primary research on consumers perception of traditional horticultural products has been carried out in Hungary in the years 2008-2009. Surveys were performed to know from the local consumers the type of traditional horticultural products they like in the sphere of products in horticulture and food industry. We have tested three hypotheses: 1. The consumers are able to associate regional products with messages bound up with specific characteristics; 2. In the decision-making process of the consumers for purchase and consumption of the products, the knowledge of the origin of the product is an influential factor; and 3. The criteria of traditional horticultural products give a chance to the consumers to acknowledge the excellence and specificity of these products through higher prices, consequently, a higher price will be a less influential factor in their decision-making process of purchase. Our results brought to light that Hungarian consumers selected products not even on the basis of price or appearance but rather on the basis of its specific taste and the excellence of its quality. Taking the examples of sour cherries, onions and apricots, we observed that the consumers were particularly sensitive - besides the perceptible quality attributes to the Hungarian provenance, the site of origin and the traditional feature of the horticultural products.
Nótári, M., Ferencz , A., Berde, C. and Czeglédi, M. (2011). ROLE OF QUALITY MANAGEMENT OF TRADITIONAL HORTICULTURAL PRODUCTS IN RURAL DEVELOPMENT IN HUNGARY. Acta Hortic. 921, 87-93
traditional product, certification of origin, sour cherry, onion, apricot