Examining the Factors Shaping Consumer Attitude Towards the Most Popular Alcoholic Beverages in Hungary

The study of consumer attitudes is particularly important for products related to tradition. Despite the fact that pálinka is Hungary's national drink, the preferred alcoholic drink is the homemade distillate, which is primarily legally different from pálinka and cannot be marketed. This consumer preference is supported by the research using the Multiattribute Attitude Model and conjoint-analysis. The main goal of the research is to analyse the factors shaping the favorable consumer attitude towards the homemade distillate. This paper investigates for the first time the image-shaping effects of the three attitude components (cognitive, affective and conative) in the case of pálinka, the homemade distillate and whisky. In this paper we demonstrate the importance of the affective component using structural equation modelling, and the way consumer ethnocentrism influences the favorable consumer attitude to homemade distillate through emotions. The social and enhancement alcohol drinking motivations also form the consumer attitudes towards the three drinks studied