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master's thesis
UTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA
Diplomski rad
2021. urn:nbn:hr:124:977279
Kinkušić, Elza
University of Split
Faculty of economics Split

Cite this document

Kinkušić, E. (2021). UTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA : Diplomski rad (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:977279

Kinkušić, Elza. "UTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:977279

Kinkušić, Elza. "UTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:977279

Kinkušić, E. (2021). 'UTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 26 March 2023, https://urn.nsk.hr/urn:nbn:hr:124:977279

Kinkušić E. UTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2023 March 26] Available at: https://urn.nsk.hr/urn:nbn:hr:124:977279

E. Kinkušić, "UTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:977279

Metadata
TitleUTJECAJ VIZUALNOG MERCHANDISINGA NA IMPULZIVNU KUPOVINU ODJEVNIH PREDMETA : Diplomski rad
AuthorElza Kinkušić
MentorBiljana Crnjak-Karanović (mentor)
MBZ: 115860
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu je analiziran utjecaj vizualnog merchandisinga na impulzivnu kupovinu odjevnih predmeta. Impulzivna kupovina je neplanirana i iznenadna kupovina nekog proizvoda ili usluge. Na impulzivnu kupovinu utječu različiti čimbenici, kao što su razne marketinške aktivnosti, a jedna od tih aktivnosti jest vizualni merchandising. Pod vizualnim merchandisingom podrazumijeva se sve ono što potrošač vidi i što utječe na njegovu sliku o poduzeću te dovodi do želje, interesa ili akcije. Pritom se u vizualnom merchandisingu koriste različiti alati i tehnike, poput planograma, boja, prostornog plana trgovine, vanjskog izloga, osvjetljenja i znakova kako bi se potrošač potaknuo na impulzivnu kupovinu. U diplomskom su radu prikazani rezultati istraživanja na terenu putem anketnog upitnika kojem je cilj bio utvrditi utječe li vizualni merchandising na impulzivnu kupovinu odjevnih predmeta kod potrošača u splitskim trgovačkim centrima. U istraživanju je korišten prigodni uzorak te su sudjelovala 42 potrošača splitskih shopping centara. Mjerni instrument korišten u istraživanju je anketni upitnik kreiran za potrebe istraživanja. Pokazalo se da ne postoji pozitivna korelacija između vizualnog merchandisinga i impulzivne kupovine odjevnih predmeta. Također se pokazalo da su impulzivnoj kupovini sklonije žene i mlađi ispitanici.
Abstract (english)
This paper deals with the impact of visual merchandising on impulse buying behaviour of clothing. An impulse buying is an unplanned and sudden purchase of a product or service. Impulsive shopping is influenced by various factors, such as various marketing activities, and one of these activities is visual merchandising. Visual merchandising implies everything that the consumer sees and that affects his image of the company and leading to desire, interest or action. In visual merchandising, various tools and techniques are used, such as planograms, colors, spatial plan of the store, outdoor shop window, lighting and signs to encourage the consumer to make impulse buyers. This paper presents the results of a survey aimed at determining whether visual merchandising affects the impulse buying of clothing from consumers in Split's shopping centers. Convenience sampling was used and 42 consumers of Split shopping centers participated in the research. Measurment instrument used in the research is a special survey questionnaire created for this research. Research results showed that there is no positive correlation between visual merchandising and impulsive purchase of garments. Women and younger respondents have also been shown to be more prone to impulse shopping.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:977279
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-10-19 10:52:49