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Smartphones and mobile applications as shopping tools - attitudes of young retail consumers in Croatia

100%

Knezevic B., Delic M., Knego N.

Handel Wewnętrzny

2015

tom 61

nr 5

Modern information and communication technology has a very strong influence on retail customers, especially in the younger generation. The majority of younger retail consumers in Croatia is using smartphones in everyday life, not only for communication and fun, but also to search, collect, and compare information about the desired products. The usage of smartphones and mobile applications as shopping tools within this population is of a great interest for future retail marketers and managers. In this paper, we shall analyse perceptions of younger consumers of smartphones and mobile applications in order to explain their potentials as retail shopping tools. Therefore, an empirical survey is undertaken in order to answer several research questions such as how frequent young consumers use smartphones and mobile applications in general, what are main motives and what is the scope of their usage, how often do they shop via smartphones, what motivates them to use applications for mobile shopping and what are their attitudes towards mobile purchasing benefits.

Beer as a retail product category from perspective of younger adult consumers - the gender analysis

100%

Knezevic B., Skrobot P., Delic M.

Handel Wewnętrzny

2017

tom 63

nr 2

Beer as a product category in Croatian and European retail is more and more complex. There are more and more suppliers that offer an increasing number of brands of beer and, within individual brands, they provide customers a growing selection of packaging, which means that the complexity of the definition of assortment and pricing policies within this category becomes more and more complex. One of the most quoted definitions claim that category management is a process which treats product categories as business units that can be adjusted at the store in order to meet consumer needs. The majority of analysed theoretical sources agree that consumers and knowledge on their behaviour are the starting point of category management in retail. Another important issue in retail category adjustment is the application of the gender approach in analysis of habits, preferences and consumer buying behaviour. There is a scarcity of research papers dealing with particular retail products categories at particular markets from the perspective of particular consumer groups. Therefore, in the primary research we scrutinize purchasing habits of younger adult consumers as a specific retail consumer group and we are focusing on Croatian retail market within one particular product category. The aim of this paper is to highlight the main characteristics of females and males as younger adult retail consumers of beer in Croatia. The characteristics are described in absolute and relative frequencies and illustrated by histograms, while the difference between males and females are tested with Chi-squared test. 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. This is the research article.

Ograniczanie wyników

2 Handel Wewnętrzny

2 Delic M.

2 Knezevic B.

1 Knego N.

1 Skrobot P.

1 2017

1 2015

Wyniki wyszukiwania

Smartphones and mobile applications as shopping tools - attitudes of young retail consumers in Croatia

Beer as a retail product category from perspective of younger adult consumers - the gender analysis