Women customers in pubs: still a business opportunity
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 12 June 2007
Abstract
Purpose
The aim of this paper was to outline the changes in the 20th century public house, where the simultaneous development of pub products and facilities and a changing environment have encouraged a growth of the female customer.
Design/methodology/approach
There has been a heavy use of secondary sources drawn from the whole of the period studied. This has been augmented by discussions with licensees, retired licensees and older pub customers, to collect their reflections on the industry.
Findings
The public house of 60 years ago had a largely male, working class beer drinking clientele. Over the years, it has become accessible to women and children, the hungry and those seeking entertainment. These changes have been effected by the owners, introducing new products and altering the premises, licensees seeking to attract trade, government legislation and external factors. This paper attempts to identify the changes and their causes, with particular reference to the female customer.
Research limitations/implications
The work reports the changes in the industry and examines some of the causes. Further work could examine such causes more carefully, and could include regional studies for comparison purposes.
Practical implications
The paper demonstrates the extent of change, and suggests that further women‐friendly moves could be welcomed; it further suggests some strategies to develop the female customer base.
Originality/value
The topic could be of interest to the general reader as well as practitioners and students of the hospitality industry. It suggests that pubs can become even more women‐friendly, which could represent a business opportunity to some practitioners.
Keywords
Citation
Pratten, J.D. and Lovatt, C.J. (2007), "Women customers in pubs: still a business opportunity", International Journal of Wine Business Research, Vol. 19 No. 2, pp. 90-97. https://doi.org/10.1108/17511060710758650
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited