A magyar élelmiszerlánc mikrovállalkozásainak elemzése a koronavírus által okozott fogyasztói trendváltozásra adott válaszuk alapján

The coronavirus pandemic has brought significant changes to the Hungarian micro, small and medium-sized enterprise sector. Most sectors have had great difficulty in dealing with the problems caused by the pandemic, and many sectors, including tourism and hospitality, have found themselves in an even more serious situation than other sectors. Sectors dependent on global supply chains have not only had to face changes in procurement and inventory management conditions. Consumer demands have also undergone significant changes, which has put these market players under further pressure. The authors aim to explore the changes in consumer preferences caused by the coronavirus pandemic in relation to food purchases and hospitality services. To do this, the authors conducted a conjoint analysis among consumers. Using the results of the conjoint analysis, the authors prepared a benchmarking analysis with the help of various micro-enterprises participating in the food chain, with the aim of mapping out to what extent and at what price representatives of this sector were able to follow the changed market conditions. The authors primarily examined the use of innovation and marketing tools and their success. The results showed limited successful adaptation of micro-enterprises. The research findings highlighted that further analyses are needed to successfully support the survival of micro-enterprises in the food chain during a subsequent crisis of similar intensity.