Author(s): Réka PÁSZTOR

Title: A HELL ENERGY MAGYARORSZÁG KFT. TERMÉKSTRATÉGIÁJÁNAK VIZSGÁLATA

Source: Š. Gubo, E. Kahler Korcsmáros, Sz. Svitek, J. Tóth (eds.): 17th International Scientific Conference of J. Selye University. Sessions of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-538-3

DOI: https://doi.org/10.36007/5383.2026.253

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2025, 253-268

Published on-line: 2026

Language: hu

Abstract: The purpose of this thesis is to analyze the product strategy of Hell Energy Hungary Ltd. and evaluate its effectiveness in the current market. It also examines consumer behavior, needs, and satisfaction to determine how the company’s products meet generational demands. The first chapter establishes the theoretical foundations using relevant domestic and international literature. Building on this, the thesis moves to the empirical section, focusing on Hell Energy’s product strategy, market position, and consumer analysis. This helps to understand how the company adapts to changing expectations. The next chapter describes the research methodology, emphasizing questionnaire surveys and focus group analyses. Participant responses reveal perceptions of Hell’s products and their market position. The final chapter presents the findings, confirming or rejecting the hypotheses. Based on these results, conclusions are drawn about consumers’ relationship with and evaluation of Hell’s products.

Keywords: strategic direction, offered product, consumer behavior, energy drink, Hell Energy Hungary Ltd.

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