| Abstract | Impulzivna kupovina se dogaĎa onda kada kupac osjeti iznenadnu ţelju da nešto odmah kupi, da to posjeduje. Ona se dogaĎa bez prethodnog planiranja i dugog razmišljanja o kupovini, a ima značajan udio u ukupnoj kupovini. Ovaj rad se bavi istraţivanjem impulzivne kupovine odjeće, obuće, modnih dodataka i parfema, a kao primjer uzet iz prakse i prodavaonica u kojoj se provelo promatranje na terenu je „Zara“. Osim promatranja, koristio se anketni upitnik za istraţivanje mišljenja potrošača o drugim bitnim tezama. Cilj istraţivanja je utvrĎivanje čimbenika i karakteristika koje pokreču impulzivno ponašanje u kupnji. Što se samih karakteristika prodajnog mjesta tiče, posebno se istraţilo koliko razmještaj proizvoda unutar prodavaonice utječe na impulzivnu kupnju. Došlo se do zaključka kako pozicija proizvoda i njegovo izlaganje imaju velik utjecaj na impulzivnost pri kupnji. U prilog tome ide raspored parfema, gdje se oni koji se nalaze na blagajni znatno više impulzivnu kupuju kao i odjeća koja se nalazi na stolovima koji su na samom ulazu u prodavaonicu ili na nekom drugom centralnom mjestu. Lutke u prodavaonici ili u izlogu prodavaonice osim što predstavljaju najnovije trendove, za cilj imaju i poticanje na kupnju, onu planiranu, ali i impulzivnu. Kada se usporeĎuju lutke unutar prodavaonice i one u izlogu, dokazano je kako potonje imaju veći utjecaj na impulzivnu kupnju. S druge strane šta se karakteristika kupaca tiče, njihova osobna stanja (ljutnja, dosada ili stres) ne utječu na impulzivnu kupnju. Što se spola i dohotka tiče, utvrĎeno je kako je ţenski spol podloţniji impulzivnoj kupnji od muškog spola, a visina dohotna nema utjecaja na impulzivnu kupnju. Svakako, ovo je velika tema unutar koje postoji mnogo smjerova u kojima bi buduća istraţivanja mogla ići. |
| Abstract (english) | Impulsive buying happens when a customer feels a sudden need to buy something immediately, to own something. It happens without previous planning or long-term thinking about buying and it has a big part in total buying. This paper researches impulsive buying of clothes, footwear, accessories and perfumes. As an example and shop in which field observation was undertaken is „Zara“. Except observation, a questionnaire was used to explore customers' opinion about other important thesis. The aim of the research is to determine factors and characteristics that initiate impulsive behaviour in buying. When is spoken about characteristics of the shop, it has been researched how much arrangement of products within the shop affects impulsive buying. The conclusion is that position of products and its exposure has big impact on impulsiveness in buying. The arrangement of perfumes has a big role - ones that are on cash desk are bought more often as a result of impulsive buying. The same thing is with clothes that is on the tables near the entrance or on some other central spot. Mannequins in the shop or shop windows, besides showing newest trends, need to encourage buying, planned as well as impulsive. When we compare mannequins in shops and shop windows, second ones have a bigger impact on impulsive buying. On the other hand, when we speak about customers' characteristics, their personal states (anger, boredom stress) do not affect impulsive buying. When it comes to sex and income of respondents, it has been shown that women are more prone to impulsive buying that men, and income does not have the impact on impulsive buying. However, this is a large topic and there are many things that could be investigated in next researches. |
