Fogyasztói attitűdök és vásárlási szokások változása a 2022–2023-as inflációs válság idején Magyarországon
Changes in Consumer Attitudes and Shopping Habits During the Inflation Crisis 2022–2023 in Hungary

Summary/Abstract: In November 2023, the Budapest University of Economics launched a representative (in terms of gender, age, and place of residence) survey among consumers aged 18 and older to investigate the changes in domestic consumer behavior caused by the inflation crisis of 2022–2023. Data collection was conducted using a pre-tested online self-report questionnaire, with a total of 1,000 participants taking part in the study. During the period examined, domestic shopping habits were typically driven by a search for products on discount and offering good value for money. With regard to where purchases are made, the research findings showed that the proportion of online shoppers did not increase across the 12 product categories investigated, while the role of discount stores grew in offline shopping. The survey revealed that one-third of the Hungarian population could not afford major expenses and avoided taking out loans, while two-thirds of the population viewed the future with considerable pessimism. Based on the research findings, it is justified to develop corporate pricing and promotional strategies that strongly emphasize value-for-money communication, as discounts and special offers have become significantly more important in consumer decision-making. It is also advisable to strengthen discount-oriented retail channels and lower-priced alternatives, since consumers increasingly searched for more cost-effective solutions. Policymakers should design targeted support programs for vulnerable households, particularly to ensure access to essential food products and everyday consumer goods. To reduce consumer uncertainty and pessimism about the future, it may also be necessary to reinforce educational programs that support financial awareness and long-term household planning.

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