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A tanulmany a koronavirus-jarvany első hullamanak hatasat vizsgalja a magyar kistermelők ertekesiteseire es marketingcsatorna-hasznalatara. A szerzők a kapcsolatok jellege alapjan az ertekesitesi csatornakat harom tipusba soroljak. A kijarasi korlatozas alatt főleg a szemelytelen (online) csatornak műkodtek, vagy epp ellenkezőleg, a nagyon szemelyesek, amelyek kereteben a kistermelők es a fogyasztok talalkozasara egyikuk privat elettereben (tobbnyire otthonaban) kerult sor. Egy 136 kistermelővel vegzett kerdőives felmeres eredmenyei szerint a kistermelők 60 szazaleka konyvelhetett el gazdasagi veszteseget, mig 10 szazalekuk novelte az eladasait. A sikeres kistermelők jellemzően a friss gyumolcs- es zoldsegagazatban tevekenykedtek, ertekesitesi strategiajukat gyorsan atalakitottak, es nyitottak voltak az online ter nyujtotta lehetősegekre. Tobb ertekesitesi csatorna parhuzamos hasznalata, valamint a vasarlokkal kialakitott kapcsolatok apolasa a jarvany kitorese előtt novelte az eredmenyesseg kesőbbi eselyet. = This study explores the impact of the first wave of the coronavirus pandemic on the sales and marketing strategies of Hungarian small-scale agricultural producers. The authors classify the marketing channels into three groups by the characteristics of producer-consumer relationships. When restrictions on movement came into force, mostly impersonal (online) and, on the contrary, those private channels could continue operation, which allowed the meeting of and transactions between producers and consumers in the private spaces (mostly homes) of one of the parties. Results of a questionnaire survey with 136 producers revealed that 60% of small-scale producers suffered some economic loss, while 10% was able to increase sales. Successful producers typically operated in the fresh fruit and vegetable sector; they were able to adapt their marketing strategies swiftly, and were open to possibilities offered by online tools and virtual spaces. Using multiple marketing channels and nurturing relationships with customers before the coronavirus outbreak increased the chances of success later, in the first wave of the pandemic. |
