Kozák Ákos: Treasure hunters (A snapshot of Hungarian consumers)

It was a little weird, reading a book by an author I know personally quite well. I think it takes a lot of courage to write a book about Hungarian consumers. It also takes a lot of knowledge and experience and even creativity. Typical consumption models are illustrated in different chapters, using imaginary persons. Different aspects of the events shaping today’s consumer habits in Hungary are examined in detail. We also get a comprehensive picture of regional and international trends, including demographic changes. Apart from the FMCG market, consumption of electronics and clothing is also discussed in the book. Obviously, the author examines the success story of PL-s and discount stores as well. In addition to describing the influence of media and the changes in our values and lifestyle, a possible future is also outlined in the book.