Clubs, discos and pubs - consumer behaviour
Contrary to widespread opinion, the practice of going out to a few clubs in one evening is not that popular; only one quarter of all club-goers go to more than a single establishment during one night out. For Varsovians it is very important for the club they visit to be trendy. On average a place stays in fashion for about 15 months. The average expenditure per head on an evening out in Warsaw is 90 zł.
Ipsos's report "Catering-HoReCa-On Trade - terra incognita?" was compiled following consumer research studies into consumer behaviour related to going out to clubs, discos, pubs, bars and nightclubs. The research was conducted in Warsaw and in Wrocław, its objective being to identify the motivations, preferences, opinions, needs and behaviour among people frequenting such establishments (clubs in general) and to determine common features and differences between the cities.
Going out
According to the data in the report "Catering-HoReCa-On Trade - terra incognita?", in both Warsaw and Wrocław one in third of those who go to pubs, clubs or discos, etc,. go out once a week. In Warsaw the weekend begins on Friday evening, with most people going out on Saturday evening, on average out till four in the morning. In Wrocław clubs are visited much more often than in Warsaw on Thursdays. Sunday is a day of quiet and rest in both cities, when there are even fewer people out than on Thursday evening.
The most important motive for those going to clubs is wanting to meet up with friends. Also very important is the need to recover from stress at work or university, etc., as is simply wanting to get out of one's home. Getting drunk, being seen, or a good meal are less important.
Over a half of club-goers visit 2-3 different places a month, while 35% go to more than three. Contrary to widespread opinion, the practice of going out to a few clubs in one evening is not that popular: only one quarter *** of all the respondents go to more than one establishment in a single evening. Three quarters of them spend the entire evening in one place.
Fashionable places
Whether or not the place one spends the evening is trendy is important more often for Varsovians than for the people of Wrocław. Nearly half the club-goers in Warsaw (43%) consider it important to go to trendy clubs, while frequenting 'in' places is only important for one fifth of those going out in Wrocław. At the same time the research reveals that the average length of time for a 'fashion' for a specific place is about 15 months.
Information
Friends and acquaintances are the main source of information on interesting places and parties or other events (according to 82% of the respondents), while one in four club-goers get their information from the Co jest grane supplement of the daily paper Gazeta Wyborcza (more popular in Warsaw than in Wrocław). In Warsaw the magazine Aktivist is a pretty popular source of information (19%). Despite the section of the population covered by the study being of a metropolitan nature, barely 13% of the respondents use the Internet (instant messengers, discussion groups and portals) as a source of information about what's on.
They arrange to go out in the evening mainly by calling each other (81%) or texting (59%), although the latter is more widespread in Wrocław. The Internet - via the Gadu Gadu messenger and e-mails - supports communication before going out (used respectively by 25% and 11%).
One third of club-goers go at least occasionally to what are known as "beforeki" [pre-parties], i.e. get-togethers before the real party, and "afterki" [after-parties], i.e. get-togethers after the party, sometimes even rounding off the following evening.
What do they buy in clubs?
The most popular type of alcoholic drink bought in clubs is beer (more popular in Wrocław than in Warsaw). In second place in Warsaw is vodka, and in Wrocław - cocktails made by the barman. Apart from alcohol, customers also buy juices, sparkling drinks, and coffee.
Whisky, tequila, vermouth and rum are not very popular. One in four customers buy cigarettes at the clubs. Small snacks, savoury sticks or crisps, are ordered by one in ten.
Categories bought - last 4 visits
Question: Please point to all those categories of alcohol and other products which you have eaten or drunk during your last four times out, when you were in a club, pub or disco.
Expenditure
Average expenditure during a single evening in Warsaw is 90 zł, while club-goers in Wrocław enjoy themselves for an average of 54 zł. This covers the door charge, the drinks (including alcoholic), salty snacks, taxis, cigarettes and a small meal such as a kebab or pizza.
The report was compiled on the basis of research conducted in Warsaw and Wrocław from September to November 2005. The research comprised the following sections: qualitative (5 focus groups, one participative observation study, 6 in-depth interviews with barmen) and quantitative (814 face-to-face interviews with club-goers in Warsaw and Wrocław - interviews with pre-recruitment). Warsaw was chosen as the place where most new clubs are being opened, as a city where fashion and trends are created. Wrocław was chosen for the following reasons: a city smaller than Warsaw, but still large and developing rapidly, with significant purchasing power (relatively low unemployment), a large population of youngsters studying and/or working, and a city character distinctly different to Warsaw's (the architecture, transport, and an Old Town square treated as the main place to meet).
