MARKET CASE STUDY IN HUNGARY

Unlocking the Potential of the Hungarian Sports Clothing Market

Using online surveys to enter assess the potential and the communication strategy for the new geography

Country

Region

Project background

As the popularity of online clothing shopping keeps growing, an increasing number of customers are using the internet to discover their ideal fashion pieces. The ease of having free delivery and returns, along with a wide variety of products, has made online shopping a convenient and enjoyable experience. In today's digital retail world, it is crucial for brands to stay ahead of the game and adjust their strategies to meet consumers' evolving preferences of consumers.

According to ecommerceDB, a partner of Statista, Hungary ranks as the 57th largest eCommerce market, projected to generate a revenue of US$2,444.9 million by 2023. Notably, the Hungarian Fashion eCommerce sector is expected to hold a significant share of 16.2% in the country's overall eCommerce market, with further growth anticipated in the coming years. This indicates the potential and promising future of online fashion retail in Hungary.

Embracing the shifting tides of consumer behaviors, a renowned Polish sportswear brand has set its sights on conquering the Hungarian market and making its clothing known. Understanding the need to gauge the full potential of this new frontier, the brand has enlisted the expertise of TGM's team, eager to uncover the opportunities that lie ahead.

Potential of the Hungarian Sports Clothing Market

Challenges

In Hungary, as in many other high-context cultures, communication takes on a nuanced and intricate form. It is a culture where unspoken cues, gestures, and shared experiences play a significant role in conveying meaning. In such societies, individuals often rely on their deep-seated understanding of social norms, cultural traditions, and historical context to interpret messages accurately. As researchers undertaking online research in Hungary, being aware of the high context nature of communication becomes crucial during the process of crafting survey questions and interpreting responses. Moreover, Hungary, like many other countries, has stringent data protection laws in place to safeguard individuals' personal information. The storage and handling of data collected during the research must be secure and compliant with GDPR standards. This may include encryption of data, restricted access to sensitive information, and implementing measures to prevent data breaches or unauthorized access.

Methodology

Market studied: Hungary
Research method: U&A, concept testing
Sample size: 1,000
Services provided:
Questionnaire | DG Development

Localization | Translation

Data collection

Data cleaning & processing

Reporting

Outcome

The TGM team has successfully executed a comprehensive full-service project, leveraging their vast expertise in online market research and analysis. With their guidance, the sportswear brand gained a deep understanding of the distinct needs and preferences of Hungarian consumers, while identifying pivotal growth opportunities. This feat was accomplished through the implementation of online panel surveys.

The results of the study unveiled valuable insights into the behavioral patterns and attitudes of urban-dwelling Hungarian females towards sports, health, and self-care. These findings served as a foundation for conducting a meticulous evaluation of the brand's product offerings, ensuring alignment with the identified consumer demands. Ultimately, this collaborative effort culminated in the development of a tailored marketing and sales strategy that is well attuned to the company's objectives.

As the leading online data collection agency, TGM Research has conducted multiple market research projects, pioneering online research in Europe. To learn more about our recent projects in other European countries and our expertise, please contact us.

We hope you have found this short guide useful

If you have any further questions about how best to set up your online research study in Central and Eastern Europe, please don’t hesitate to get in touch with us.

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