| Resumo: |
Tokaj Wine Specialities have few competitors and enjoy a rare niche among natural dessert wines since traditions surrounding their preparation, their specific microclimate, and unique taste enable one to utilise marketing tools for branding and market placement. To elaborate the marketing strategy, one needs market information that adequately shows the current situation and trends. During my research, I carried out segmentation for Tokaj Wine Specialities consumers and illustrated the correlations with statistical methods. My research covered the North-Alföld Region and Budapest. I performed a reliability test on the research databases and demonstrated that the areal data set can be integrated. My hypotheses findings also constitute new research.
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