Pregled bibliografske jedinice broj: 826553
Attitudes of Younger Consumers towards Beer as a Retail Product Category from the Gender Perspective
Attitudes of Younger Consumers towards Beer as a Retail Product Category from the Gender Perspective // Proceedings of the International Conference Theory and Applications in the Knowledge Economy - TAKE 2016 / Tome, Eduardo (ur.).
Lisabon: E4C Scientific Organization and GOVCOPP University of Aveiro, 2016. str. 258-274 (poster, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Attitudes of Younger Consumers towards Beer as a Retail Product Category from the Gender Perspective
Autori
Knežević, Blaženka ; Škrobot, Petra ; Delić, Mia
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the International Conference Theory and Applications in the Knowledge Economy - TAKE 2016
/ Tome, Eduardo - Lisabon : E4C Scientific Organization and GOVCOPP University of Aveiro, 2016, 258-274
ISBN
9789892068060
Skup
Theory and Applications in the Knowledge Economy - TAKE 2016
Mjesto i datum
Lisabon, Portugal, 06.07.2016. - 08.07.2016
Vrsta sudjelovanja
Poster
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Retailing ; Category Management ; Product Categories ; Beer ; Young Consumers ; Consumers’ Attitudes ; Croatia
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Zagreb
