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IDENTITY AND CONSUMER PREFERENCES OF TRANSYLVANIAN HUNGARIANS
Annamária Sasné Grósz,Zoltán Veres 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This research was conducted to examine the national identity and consumer behavior of the Hungarian minority’s young generation in Romania3. We may use the results for interpreting groups as segments with different type and level of national identity and forming of marketing-mix that fits to their national identity consciousness.