Someone says that beauty is subjective, and someone says that beauty is universal and objective. However, these dilemmas are for philosophical discussions, and for us who deal with marketing (in the business sense) only what our customers and stakeholders say is relevant. That is why we asked our respondents which Belgrade cafe is the most beautiful, and a significant population (38%) clearly knows which is the most beautiful Belgrade cafe.
Out of over 100 coffee shops that our interviewees singled out as the “most beautiful” for them, the Boutique coffee restaurant in the center of Belgrade (Trg Republike and Knez Mihailova) is in first place, and the second place is also shared by the Kasina and Kalemegdanska teras coffee restaurants. It is interesting that all three selected objects that the people of Belgrade say are the most beautiful are coffee restaurants. Nevertheless, 19% of the respondents believe that there is no cafe with such characteristics that they would characterize it as “the most beautiful”.
Research conducted in cooperation with InBar magazine and published in InBar magazine for December 2015.
Method
We used a random stratified sample of 12 zones in Belgrade, which included the center, city promenades, populated areas and the periphery. A total of 600 respondents participated in the survey, who visited any Belgrade cafe in the last two months (one screening question in total). The research tool was a survey, and the technique was “PAPI – F2F” (interviewing face-to-face with the help of a paper survey). The survey was specialized for the topic (it was not omnibus) and it concerned exclusively the topic of Belgrade cafes.