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Abstract

In the Hungarian food economy beer marketing remains something of an enigma. Based on a direct-question survey, focussing mainly on educated younger consumers, this article offers an overview of the most important characteristics of Hungarian beer consumption. It is important to stress that beer consumption is situational, meaning tied to specific consumption situations. Research results prove that logistic regression analysis is a suitable method for determining why consumers opt for specific beverages in specific consumption situations. To analyse targeted marketing, the application of heuristic methods, and decision trees provide a high degree of accuracy. This has proven true for consumers that drink non-alcoholic beers.

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