Abstract

Sales promotion events, personal selling and public relations are all familiar to Hungarian wine producers. Different marketing activities are important in this area, because the wineries examined in this study lack the resources for expensive marketing campaigns. We have attempted to answer a question: which marketing tools are used, and which are preferred by Hungarian wine producers? A questionnaire was developed in order to gain information about marketing channels that could ensure turnover for Hungarian wine producers. Data collection was carried out with 200 questionnaires, of which 102 evaluable questionnaires were returned. The statistical method was stratified sampling, by which we attempted to have at least one respondent from each wine region in our survey. The study was based on analysis of descriptive statistics, so statistical software was used for the questionnaire and data processing. Factor analysis provided information about the main group used in each Hungarian wine producing area. Among the variables, multicollinearity was applied; the correlation matrix, the Kaiser-Meyer-Olkin index, Bartlett’s test, and the Anti -Image matrix are all confirmed for use in factor analysis.

Key words: Marketing communication, factor analysis, wine, Hungary.