Internet as an innovative tool for the development of food products

Fehér, O. and Podruzsik, Sz. and Bogóné, Zs. and Boros, P. (2014) Internet as an innovative tool for the development of food products. Acta Alimentaria, 43 (Supple). pp. 58-63. ISSN 0139-3006

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Abstract

As a result of the fast innovation activity, the so called “many to many” communication channel has become one of the most important tools for the Hungarian food industry. The number of Internet users in Hungary was 6.5 million in 2011 that represents 65.4 percent of the total population. The Internet based social media provides a strong and active platform between food producers and consumers. The online platform gives up-to-date and precise information about food companies and food products to the consumers. The information flow is two-directional as food companies receive a precise overview on consumers, their habits and latent needs by using innovative market research methods. The aim of this paper is to present an example and to evaluate the customers’ socio-demographic profile and their preferences of a dominant food company and its product. We used data mining techniques to get more precise and the latest information about Hungarian food consumers. This survey supports more efficient marketing communication and strategies for the innovation of the food products.

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