Generational differences in consumption patterns in Hungary

Various authors have used the term consumer society with a number of different meanings, yet one common point has been the shift of focus to the consumer ethos, which alters the everyday life of society members and their relationship to each other and society as a whole. One’s relationship to consumption determines fundamental levels of consumption and for what purposes (e.g. hedonic values, family and savings), thus it is essential to explore this relationship to develop an understanding of consumer behaviour and to create effective marketing messages. This paper provides a brief summary of the various approaches and research lines of consumer culture and reviews the findings of the first, qualitative phase of our consumer culture study in Hungary. The purpose of this research programme is to analyse the changes in people’s relationships to consumption since the change of regime.

Millennials, entrepreneurs and the Hungarian workplace of the future the preliminary findings of a pilot study

Existing research into generational differences in Hungary was based primarily on adapting findings from studies undertaken in Western Countries. If we consider not only the comparative history and wealth but also the cultural differences between Hungary and the countries in which these studies took place, then the apparent adaptability is brought into question. This study aims to examine the nature of millennial students in Hungary by building up the characteristics from the ground up rather than adapting data from other countries. The findings of the pilot study indicate that the instrument is of suitable length and clarity, and that a printed format is the most likely to produce a high response rate, despite its disadvantages. The findings also confirm the results of previous studies concerning the preference of students in Hungary for a clan type of organisation. There are also initial indications that Hungarian millennials have a high potential for entrepreneurialism.