1. THE ROLE OF LIFESTYLE PATTERNS IN THE CHOICE OF HEALTH-RELATED PRODUCTS AND SERVICES IN HUNGARY Beáta Vajda Dr. Éva Málovics Dr. Zoltán Veres University of Szeged Faculty of Economics and Business Administration Hungary IAREP 2008. LUISS, Rome

2. Contents Introduction – the importance of the topic Theoretical background: the concept of lifestyle the concept of health behaviour Research method Empirical results Conclusion and further research

3. Introduction The topic of healthcare becoming increasingly relevant Social trends affecting health care, lifestyle and health behaviour Changes in population health are not only due to economic growth or public policies, but to lifestyle choices as well the role of individuals Is it possible to analyse (health-related) decisions based on health behaviour and lifestyle elements in Hungary?

4. The concept of lifestyle Several definitions, one we accept: “Lifestyle is the pattern of individual and social behaviour characteristic of an individual or a group.” (Veal, 2000) Lifestyle-based segmentation: psychographics Suitable in several areas but has limitations (obtaining segments which are not only distinct, but also homogeneous within cannot always be accomplished, there are no standardized methods for developing psychographic items)

5. The concept of health behaviour Connection between behaviour and diseases individual responsabilities “Those personal attributes such as beliefs, expectations, motives, values, perceptions, and other cognitive elements; personality characteristics, including affective and emotional states and traits; and overt behaviour patterns, actions, and habits that relate to health maintenance, to health restoration, and to health improvement.” (Gochman, 1988) By defining lifestyle-groups, we may gain relevant information in connection with market segmentation and about how to address different groups

6. Research method Aim: to find out what explanatory force lifestyle typologies have and whether it is possible to analyse health-related decisions based on lifestyle groups in Hungary In-depth interviews on activities and consumption of health-related products and services of people belonging to a lifestyle group (This research is supported by the National Scientific Research Fund (OTKA K 67803)) The structure of interviews: Relationship between personality and health-related consumption Principles of way of life, personality Relationship between lifestyle characteristics and the examined area and description of the subject’s own consumption 10 interviews have been made

7. Empirical results 1. About the increased amount and diverse character of information: Too much information the more the information, the more established decisions are Information coming from medias or suppliers/sellers may substitute information that should come from doctors Low level of trust

8. Empirical results 2. Personality and consumption Decision is affected by: current status or occurrent problems of health status, lifestyle habits, and personal or family preferences The arousal of a problem is needed for a conscious health-behaviour; prevention is not part of the Hungarian culture Possibilities are greatly limited by discretionary income

9. Empirical results 3. Principles of way of life and personality Healthy life, security and support for the family, material security and social status Relationship between lifestyle characteristics and the examined area and description of the subject’s own consumption Concordance in connection with low-fat food, fruits and vegetables No concordance for vitamin products and food supplements Medicines, bought without prescription: in case of emergency Running, cycling or gymnastics at home are the most popular sports Massage or sauna: rather luxury goods and only available occasionally Opinion of the environment have almost no impact on their choice

10. Empirical results 4. Types of behaviour For nourishment: Avoiding forms of health-conscious nourishment Preferring forms of health-conscious nourishment Vegetarianism For sports: Doing sports regularly, are willing to sacrifice money for it Doing sports, but are not sacrificing money for it Who acknowledge the need for sports but do not do enough

11. Conclusion and further research Individual responsibility for our health Disease-behaviour is a stronger part of health- behaviour; conscious energy- and financial efforts are made rather in case of the occurrence of a health problem Financial reasons are the most frequently mentioned burdens for the realization of the desired lifestyle The range of people interviewed will have to be wider Quantitative methods later

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