Title Impulzivna kupovina
Title (english) Impulsive buying
Author Mihaela Rac
Mentor Lenko Uravić (mentor)
Committee member Ariana Nefat (predsjednik povjerenstva)
Committee member Lenko Uravić (član povjerenstva)
Committee member Dražen Alerić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2017-09-20, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Ponašanje kupaca je multidimenzionalno i interdisciplinarno znanstveno područje. Značajniji interes znanstvenika prema njemu javlja se s pojavom suvremenoga doba. Rezultat je to brojnih promjena na tržištu, ali i u načinu života suvremenoga društva. Jedan od oblika potrošačkog ponašanja je impulzivna kupovina. Riječ je o kupovini koju određuju osobine potrošača, emocije, nagon i trenutno raspoloženje. Ovaj oblik ponašanja kupaca sasvim je suprotan planiranoj i racionalnoj kupovini.
Među brojnim čimbenicima koji određuju ponašanje kupaca, impulzivnu kupovinu determiniraju u najvećoj mjeri socio-kulturna i ekonomska obilježja. Pri tome se posebno izdvajaju dob, način i stil života, prijateljske i obiteljske veze, radni status, razina dohotka i slično.
Impulzivna kupovina u budućnosti će nastaviti svoj međunarodni rast i razvoj, sukladno nastavku dinamičnih promjena u suvremeno doba. Njezin udio od oko 30% ukupne svjetske kupovine nastaviti će rasti što će maksimizirati interes znanstvenika, marketinških stručnjaka i trgovaca za istraživanjem ovog potrošačkog ponašanja.
Abstract (english) Consumer behavior is a multidimensional and interdisciplinary field in science. It occurs a larger attention of scientists with the appearance of the contemporary times. That is a result of a numerous changes on the global market, but also in the lifestyle of modern society. The impulsive buying is one of possible behaviors in this science field. It is determinated by characteristics of consumers, emotions, impulse and current mood. This type of consumer behavior is quite opposite to the planned and rational purchase.
Among the many factors that determine consumer behavior, impulsive buying is determinated by socio-cultural and economic characteristics, especially age, manner and lifestyle, friendships and family relationships, employment status, income level and similar.
Impulsive buying in the future will continue its international growth and development, as well as numerous and dynamic changes in contemporary times. Its share of about 30% of the world's total purchases will continue to grow and will maximize the interest of scientists, marketing experts and traders to explore this consumer behavior.
Keywords
ponašanje kupaca
suvremeno doba
impulzivna kupovina
Keywords (english)
consumer behavior
contemporary times
impulsive buying
Language croatian
URN:NBN urn:nbn:hr:137:348195
Study programme Title: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics Course: Marketing Management Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2018-01-24 16:19:10