A marketing analysis of the licensed trade

Pratten, John D.; Scoffield, Susan

doi:10.1108/01409170210783151

Cited by 5 publications

(3 citation statements)

References 1 publication

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“…Structural changes within the industry have been thoroughly examined within the academic literature with agreement on the result of these changes, namely a marketplace saturated with a range of venues, competing strongly for market share ( Knowles and Howley, 2000 ;Knowles and Egan, 2002 ;Pratten and Scoffi eld, 2002 ;Pratten, 2003 ;Pratten and Scoffi eld, 2003 ). It is estimated that in 2004 there were 81 455 on-licensed public houses, bars and nightclubs in England and Wales ( Mintel, 2006a ).…”

Section: The Mainstream Late-night Economy In the Ukmentioning

confidence: 99%

Men and Women: Do They Value the Same Things in Mainstream Nightclubs and Bars?

Moss¹,

Parfitt²,

Skinner³

2009

Tourism and Hospitality Research

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This paper explores whether young men and women, the main target market for mainstream nightclubs and bars, have similar or different preference priorities in respect of a first and subsequent visit to these venues. It suggests that an understanding of the gendered nature of place and the differing preferences of men and women can assist businesses in shaping their products and services around the needs of their customers. It suggests that this can be done through a study of preferences and expectations for price and non-price mechanisms of differentiation. In Phase 1 of the research, purposive sampling examined men and women's attitudes to the servicescape and offerings by mainstream nightclubs and bars. In Phase 2 of the research, the emerging themes were tested using quantitative data gathered by means of a questionnaire. The results highlight differences as well as similarities, in terms of the importance to men and women of various elements of the servicescape and service offering. In a saturated and competitive marketplace, these findings can assist mainstream venues within the late-night economy improve their competitive position. They can do this by isolating the elements that are gendered, thereby providing the venues with the opportunity to deliver service offerings that match these preferences and expectations.

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Section: The Mainstream Late-night Economy In the Ukmentioning

confidence: 99%

Men and Women: Do They Value the Same Things in Mainstream Nightclubs and Bars?

Moss¹,

Parfitt²,

Skinner³

2009

Tourism and Hospitality Research

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“…Although there are other studies into the issues under investigation in this paper, these are both "limited and scattered" (Heide/Gronhaug 2006:271). Previous authors have explored elements such as the structural changes within that industry (Knowles/Egan 2002;Knowles/Howley 2000;Pratten/Scoffield 2002;Pratten 2003a;Pratten/Scoffield 2003), smoking policies (Lambert 2006;Mykletun/Furunes 2005;Pratten 2003b), general issues relating to the servicescape (Heide/Gronhaug 2006;Jones et al 2003;Clarke et al 1998), general pub management (Pratten/Lovatt 2003), efforts to promote responsible drinking (Pratten 2007a), the policing of anti-social behaviour (Jones et al 2003;Barclay/Thayer 2000) and the implications of shifting demographics on the pub atmosphere preferred by men and women (Schmidt/Sapsford 1995a;Schmidt/Sapsford 1995b). The link between atmosphere and service quality in hospitality settings has long been recognised, but due to the limited research in this area, Heide and Gronhaug (2006:284) assert that "there is need for researchers to seize the moment and further explore the role of atmosphere in hospitality settings".…”

Section: Introductionmentioning

confidence: 99%

Polish nightclubs and bars: Management insights into what customers really want

Skinner¹,

Kubacki²,

Parfitt³

et al. 2008

JEEMS

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“…Deemed as “a valid area for social research” by Schmidt and Sapsford (1995a), much has been written about recent changes within the British pub industry. These studies have mainly centred around structural changes within the industry (Knowles and Egan, 2002; Knowles and Howley, 2000; Pratten and Scoffield, 2002; Pratten, 2003a; Pratten and Scoffield, 2003), issues of gender in pub management (Pratten and Lovatt, 2003) marketing public houses to women (Schmidt and Sapsford, 1995a, b), general issues surrounding the servicescape ( Jones et al , 2003; Clarke et al , 1998), and the recent issue of smoking policies (Pratten, 2003b).…”

Section: Introductionmentioning

confidence: 99%

Nightclubs and bars: what do customers really want?

Skinner

Moss²,

Parfitt³

2005

International Journal of Contemporary Hospitality Management

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PurposeThis paper aims to give a wider understanding of what customers really want from first and subsequent visits to mainstream city centre nightclubs and bars by examining customer attitudes to various aspects of the services arena and service offerings provided by such venues.Design/methodology/approachPurposive sampling was used to establish two focus groups within the industry's main target market age group. This qualitative data were analysed from a grounded theory approach in order to identify the emerging themes that were then tested by quantitative data gathered by means of a questionnaire in phase 2 of the research. These data were then subjected to a frequency analysis in SPSS in order to identify those elements that were most preferred by the majority of respondents.FindingsFindings point to the relative importance of various elements of the servicescape in influencing customer decisions to enter a venue for the first time, and also to the relative importance of factors which prompt subsequent visits to a venue.Practical implicationsIn such a saturated and highly competitive marketplace these findings can assist mainstream venues within the late night economy to improve their competitive position by understanding and then providing what customers really want.Originality/valueAlthough there is much services marketing literature on the relevance of the servicescape and the importance of service quality, this paper attempts to ascertain which factors are truly key in customer decision‐making, and in which order each element of the service is rated by the industry's key target market.

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A marketing analysis of the licensed trade

Cited by 5 publications

References 1 publication

Men and Women: Do They Value the Same Things in Mainstream Nightclubs and Bars?

Men and Women: Do They Value the Same Things in Mainstream Nightclubs and Bars?

Polish nightclubs and bars: Management insights into what customers really want

Nightclubs and bars: what do customers really want?

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