engleski

Adjusting Category Management towards Younger Consumers – The Key Factors of a Beer as a Retail Product Category in Croatia

Retailer’s profitability and performance are the direct outcome of successful satisfactions of consumers’ needs and providing as high value of goods and services as possible. In order to achieve high consumer satisfaction and cost efficiency, retailers are often applying the concept of category management. According to one of many definitions, category management is a process that treats product categories as business units that have to be customized at the store level in order to satisfy consumer needs. Contemporary retailing is a highly competitive business activity and retailers are putting great efforts into category management in order to adjust their product categories to target groups of consumers better than their competitors. This paper gives a brief overview of the theoretical framework of category management with an emphasis on beer as a specific retail product category. The paper focuses on characteristics of younger beer consumers in Croatia. For the purpose of assessing the key factors that influence management of beer as a retail product category, the primary research was conducted on a sample of students from different universities in Croatia. The primary research results indicate the current satisfaction level with contemporary management of beer as a retail product category.

Retailing, Category Management, Beer, Young Consumers, Croatia

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