Factors of pálinka buying decision

Abstract

This paper focuses on consumers’ preferences, dispreferences, and attitudes towards pálinka (Hungarian distillation). We conducted a quantitative research among occasional consumers’ of pálinka in April 2010 on the sample of 1497 respondents. One main finding is that Hungarian consumers have a positive attitude towards pálinka, but there are still confusions among consumers whether flavoured distillation is pálinka or not. Another important finding is, that only few brands have high brand awareness (Zwack products, Szatmári Szilva, Zsindelyes, Rézangyal), other brands brand awareness is quite low. There is significant difference in brand and flavour preferences by gender.