Are Older Men Predominant Consumers of Rakija: Examining Consumer Attitudes and Actual Consumption Patterns

Abstract

The main goal of this study was to examine the perspectives of rakija consumers to ascertain whether older individuals and men have preference for this traditional drink compared to other options. The secondary objecive was to assess the actual alcohol consumption patterns among the observed groups. To explore the variations in attitudes and consumption behaviors related to rakija, a research scale methodology was employed, and two hypotheses were formulated. The study was conducted in Serbia between December 2023 and March 2024, using a random sampling method. The research was carried out anonymously to ensure participant confidentiality, with voluntary participation from rakija consumers. A survey titled Consumer Attitudes about Rakija was completed by 620 individuals (n=620). The findings indicate that rakija is not predominantly consumed by older individuals but it is more commonly consumed by men. To the best of the author’s knowledge, this is the first study on drinking patterns among rakija users based on a survey of rakija consumers. This study has successfully addressed the gap in the academic literature regarding rakija consumption by age and gender, which is the most significant contribution of this research.

Keywords

• age
• gender
• consumer atttitude
• alcohol consumption
• rakija