Open Access Article SciPap-986
Black Friday Shopping in Hungary
by András Kovács 1,* iD icon and Sikos T. Tamás 2

1 Faculty of Commerce, Catering and tourism, Budapest Business School, Alkotmány street 9-11., Budapest H-1054, Hungary

2 Faculty of Science of Public Governance and Administration, Institute of Public Management and Administration, National University of Public Services, Ludovika square 2., Budapest H-1083, Hungary

* Authors to whom correspondence should be addressed.

Abstract: The central question of our study is to examine what features the Black Friday phenomenon has in Hungary, how it resembles to or differs from the international Black Friday trends. To answer this question we provide an overview of the main ideas on the topic discussed in international literature. Then with the help of answers of a questionnaire research from 2016 and one from 2017 we will highlight the most important similarities and differences. As we will see, in Hungary the buyers’ intent to participate is similar to other countries, but retailer behavior shows considerable differences compared to international examples. Descriptive methods, cross-tabulation, cluster analysis applied in our research.

Keywords: Black Friday, Retail, Customer Behavior

JEL classification:   A13 - Relation of Economics to Social Values,   M31 - Marketing

SciPap 2019, 27(2), 986

Received: 11 March 2019 / Accepted: 26 June 2019 / Published: 30 August 2019