Competitiveness of agri-food foreign trade in conditions  of the Slovak Republic

Látečková, Anna; Trnková, Michaela; Palkovič, Jozef; Holúbek, Ivan

doi:10.5219/1686

Cited by 1 publication

(1 citation statement)

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“…Nagyová, et al [65] confirmed that emotions are a significant factor 'influencing consumers' decisions and even changing them. This fact creates space for the growth of selected companies and the needed development of Slovak agricultural foreign trade [66]. This study aims to determine the CSR activities of the company Plzenský Prazdroj which can be effectively used in marketing communication toward millennial consumers.…”

Section: Resultsmentioning

confidence: 99%

How to target millennials as beer consumers through social responsibility? The case of Plzenský Prazdroj

Szarková

Kozáková²,

Savov³

2022

Potr. S. J. F. Sci.

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The paper evaluates the consumer attitude of millennials as beer consumers through social responsibility. Various CSR activities are applied by beer producer companies that target different age groups, gender, etc., through different communication channels. The main subject of the paper is the beer producer company, Plzenský Prazdroj (PP), which has an ambitious strategy related to the environment, waste management, underage alcohol drinking, and other aspects. Even though the company has a promising vision relating to CSR, the effect on consumer awareness can be different than expected. Therefore, a general hypothesis was set on whether there is or is not a difference between millennials in their attitudes towards CSR activities of PP. The characteristics of the research sample are displayed on the set of general factors, such as gender, age, monthly income, and more; beer factors like beer preferences, place of drinking, disposal of plastics, etc.; and attitudes of the monitored millennials towards the selected CSR activities of PP, such as recyclable packaging, Promile app, support of communities and more. The results of the paper assist in understanding the consumer attitude of this age group, and their perception of the CSR activities of PP, and can contribute to a successful marketing strategy creation of Plzenský Prazdroj oriented toward targeted cohort. Concerning the results, we created suggestions and recommendations for PP such as diversification of product portfolio and/or even business activities, diversification of non-alcoholic beer products, strengthening the CSR activities relating to the environment and waste management, and creating CSR activities that enable the engagement of millennials via their smartphones. The outcomes can also benefit other brewing companies in terms of CSR activities and marketing strategy creation.

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Section: Resultsmentioning

confidence: 99%