A Qualitative Study of the Food Purchasing Behavior of Hungarian University Students During the COVID-19 Pandemic – Abstract

Abstract

The coronavirus epidemic has changed the digital behaviour of consumers, as the initial strict government measures and restrictions have encouraged people to use safer shopping alternatives. However, the role of online grocery shopping has also increased significantly, alongside the previously leading product categories (clothes, shoes, and electronics). To explore the research topic in more depth, a qualitative method of primary research was used, including a netnographic analysis and a focus group interview with my coauthors. The netnographic research revealed that Tesco, Auchan, and kifli.hu are the most popular companies for online grocery shopping among Hungarian consumers. The consumers cited high convenience, time and energy saving, user-friendly websites as the advantages of online grocery shopping. On the negative side, consumers reported that online shopping does not allow them to choose the food they need, which is particularly important for fresh food. Moreover, although online grocery stores offer a wide range of products, they do not offer the same range as traditional stores. Students from the Faculty of Economics at the University of Debrecen participated in the focus group interview. The interviews revealed that university students spend on average more than five hours a day on the internet, a time that has increased significantly as a result of COVID-19. The most popular product categories purchased by students online were clothes, shoes, electronics, technical goods and books. Furthermore, more students reported that they buy groceries regularly online. Based on their attitudes towards online grocery shopping, the interviewees can be grouped into four categories: naysayers, doubters, open-minded and acceptors.