Belgrade cafes usually have two guests. In general, slightly more men (56%) than women visit cafes, and the latest research by our company shows that ladies rarely sit alone which was implemented in October 2015 .
Men like to drink alone in the early hours of the morning, mostly on weekdays, and the majority of such “solo drinkers” are between 25 and 45 years old. When women sit alone, which is rare (5%), it is usually on weekends.
If we talk about the occupancy of tables where two people sit, then the relative majority is male-female company (37%), however, when more people are sitting at the table, then “same-sex” companies are more common, and that is male.
Men’s company usually meets when there are three people sitting at the table, and this usually happens on weekends in the afternoon. The probability of meeting three women at the table (in the total share) is only about 4%. When there are more than four people sitting in a cafe, it is usually a group of men (again), while women sit in larger groups if there is at least one man at the table.
Although the most common answer is that there are no rules, still a relative majority say that they visit the coffee shop every day or at least once or twice a week. In the group of those who go to cafes most often, or rather among those who go to cafes every day, there are mostly students and students, while among those who go once or twice a week or a month, there are mostly those who are employed (and in the private sector).
Employees in the state sector fare less well, while housewives and farmers go to cafes very rarely or almost never. This kind of distribution points to possible marketing activities that would be aimed specifically at the population of employees in the private sector who visit cafes once or twice a week or a month. A third of people whose income is over RSD 90,000 visit coffee shops every day. On the other hand, those who do not have a regular income have a similar habit of visiting cafes every day and very often, which points to a possible low consumption, but we will deal with this more in the next issue. One of the stable categories is those who have an income of 40-60,000 dinars, that is, that segment visits cafes more often than the others once or twice a month. On the other hand, we can notice big differences between cafes that are located near some of the university facilities and cafes that are near business centers.
Research carried out in collaboration 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.