engleski

Attitudes of Younger Consumers towards Beer as a Retail Product Category from the Gender Perspective

Deep knowledge on targeted customers plays a crucial role and impacts all aspects of category management in retailing companies. The analysis of consumer buying habits, analysis of consumer preferences and analysis of consumer in-store behaviour is highly important in setting and developing a certain product category. The continuity of implementation of such analysis is essential for efficient successful category management and achievement of business profitability. The second important issue in retail category adjustment is the application of the gender approach in analysis of habits, preferences and consumer buying behaviour. This paper analyses the characteristics of younger adult consumers of beer in the Republic of Croatia. The aim of this paper is to highlight the main characteristics of females and males as younger adult consumers of beer in the Republic of Croatia in retailing industry. Upon the results of the primary research the paper will describe similarities and differences between young females and males as retail consumers and buyers of beer. The results given in this paper can be useful for category management of a beer as a retail product category and as the basis for the efficient adjustments of the specified retail category to young females and males.

Retailing ; Category Management ; Product Categories ; Beer ; Young Consumers ; Consumers’ Attitudes ; Croatia

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