UTICAJ DEMOGRAFSKIH FAKTORA NA IMPULSIVNO PONAŠANJE POTROŠAČA
Ključne reči:
ponašanje potrošača, impulsivno ponašaje potrošača, demografski faktori
Sažetak
U savremenim uslovima poslovanja, postoji tendencija smanjenja kongnitivne kupovine, koja podrazumeva kupovinu zasnovanu na racionalnom razmišljanju, dok se istovremeno povećava impulsivna kupovina. Na impulisivnu kupovinu utiču brojni faktori, a među njima su i demografski faktori koji imaju značajnu ulogu u oblikovanju potrošačkih navika i ponašanja. Praćenje demografskih trendova i analiza podataka može pomoći preduzećima da budu u toku sa promenama u potrošačkim preferencijama i da na taj način prilagode svoje marketinške strategije. Svrha ovog istraživanja je ispitati uticaj demografskih faktora (pola, godina starosti, prihoda i obrazovanja) na impulsivno ponašanje potrošača. U skladu sa tim, sprovedeno je empirijsko istraživanje, primenom anketnog metoda na prigodnom uzorku od 205 ispitanika. U radu je primenjen T test za dva nezavisna uzorka, kao i Anova test. Dobijeni rezultati istraživanja su indentifikovali statistički značajne razlike između stavova ispitanika prema kriterijumu demografskih faktora tj. pola, godina starosti, prihoda i obrazovanja u pogledu impulsivnog ponašanja pri kupovini. Rezultati ovog istraživanja ukazuju na važnost demografskih faktora za razumevanje impulsivnih kupovina i mogu pomoći u definisanju marketinških strategija, kroz adekvatno prilagođavanje proizvoda i promocije kako bi odgovorili potrebama i preferencijama ciljnih demografskih grupa, pružajući personalizovane ponude koje doprinose povećanju prodaje i izgradnji lojalnosti. Rad će biti koristan marketinškim stručnjacima i istraživačima u cilju sveobuhvatnog razumevanja impulsivnog ponašanja potrošača.
Reference
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Arifin, S. A. R., Putra, T. S., Anjanarko Jahroni Ernawati, N., Masithoh, F.,& Ryadin, M. S. (2021). Refrigerator purchase decisions are reviewed from the Price Level, Product Quality and Promotion. Journal of Marketing and Business Research, 1(2), 107-114
Ashfaq, S., Mujtaba Kayani, G., & Ahmed, M. (2016). Impact of Individualism, Collectivism, Mood, Proximity and Savings on Impulse Buying Behavior in Pakistan.Mi-ddle-East Journal of Scientific Research, 24(5), 1759
Awan, A. G., & Abbas, N. (2015). Impact of demographic factors on impulse buying behavior of consumers in Multan-Pakistan. European Journal of Business and Management, 7(22), 96-105
Banerjee, S., & Saha, S. (2012). Impulse buying behaviour in retail stores - triggering the senses, Asia
Pacific.Journal of Marketing & Management Review, 1(2), 1-21
Barakat, M. A. (2019). A proposed model for factors affecting consumers‘ impulsive buying tendency in shopping malls. Journal of Marketing Management, 7(1), 120-134
Bhakat, G. M. (2013). A Review of Impulse Buying Behavior.International Journal of Marketing Studies, 5(3), 149-153
Coley, A.,& Burgess, B.(2003).Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management: An International Journal, 7 (3), 282-295
Darmawan, D., & Gatheru, Ј. (2021). Understanding impulsive buying behavior in Marketplace.Journal of Social Science Studies, 1(1), 11-18
Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of economic psychology, 16(3), 491-511
Ek Styvén, M., Foster, T., & Wallström, А. (2017). Impulse buying tendencies among online shoppers in Sweden.Journal of Research in Interactive Marketing, 11(4), 416- 431
Ekeng, A.B., Lifu, F.L., & Asinya, F.A. (2012). Effect of demographic characteristics on consumer impulse buying among consumers of calabar municipality, cross river state.Academic Research International, 3(2), 568-574
Fitri, F. R. (2018). The influence of web quality and sales promotion toward impulse buying behavior with openness personality as moderating variable, Study on consumer of shopee indonesia online store. Journal of Accounting Management and Economics, 20(1), 48-55
Gardi, B., & Darmawan, D. (2022). Study of shopping lifestyle, sales promotion and impulsive buying behavior.Journal of Marketing and Business Research, 2( 2), 125-133
Harwani, S., & Kanade, S. R. (2017). Impact of demographic differences and other factors on impulse buying.International Journal of Management, 8(2), 58-67
Hassan Nadeem, M. A. (2016). Impact of Gender, Education and Age on Impulsive Buying: Moderating Role of Consumer Emotional Intelligence. International Journal of Transformation in Operational & Marketing Management, 2(1), 23-52
Jahroni, J., & Putra, A. R. (2022). The role of product quality, price and promotion towards Telkomsel prepaid card purchase decisions.Journal of Science, Technology and Society, 3(1), 7-14
Kempf, D.S., Laczniak, R.N., &Smith, R. E. (2006).The effects of gender on processing advertising and product trial information. Marketing Letters, 17(1), 5-16
Kollat, D. T., & Willett, R. P. (1967). Customer Impulse Purchasing Behavior, Journal of Marketing Research. 4(1), 21-31
Lai, C. W. (2010). How financial attitudes and practices influence the impulsive buying behavior of college and university students. Social Behavior and Personality: an International Journal, 38 (3), 373-380
Lestari, I. (2023). Analysis of service quality, store atmosphere, and price discounts on impulse buying at matahari consumers department binjai supermall store.Jurnal Ekonomi, 12 (1), 582-588
Matanović, J., Klačar, S., & Popov, B. (2023). Uticaj psihološkog određivanja cena i aktivnosti unapređenja prodaje na impulsivne kupovine odeće u maloprodajnim objektima: istraživanje ponašanja potrošača u Srbiji i Bosni i Hercegovini, Marketing, 53(4), 243-250
Mohiuddin, Z. A., & Iqbal, H. (2018). Relationship of Demographic Factors and Impulse Buying Behavior of Customers in Pakistan. Journal of Marketing and Consumer Research, Vol.46, 42-46
Muruganantham, G.,& Bhakat, R. S. (2013). A review of impulsive buying behavior.International Journal of Marketing Studies, 5(3), 149-160
Nagadeepa, J., Tamil, S., &Pushpa, A. (2015). Impact of Sales Promotion Techniques on Consumers’ Impulse Buying Behavior toward Apparels at Bangalore.Asian Journal of Management Sciences & Education, 4(1), 253-320
Rana, S., & Tirthani, J. (2012). Effect of Education, Income and Gender on Impulsive Buying Among Indian Consumer an Empirical Study of Readymade Garment Customers.Indian Journal of applied research, 1(12), 145-146
Rittipant, N., Kheawwilai, D., Suayngam, N., Promsoot, S., & Vivatanaprasert, T. (2013).Thai consumers’ response to sales promotions for personal care products. In: Proceedings of 4th International Conference on Engineering, Project and Production Management, Bangkok, Thailand, 700-709
Saha, S. B. (2012). Impulse buying behaviour in retail stores - Triggering the senses. Asia Pacific Journal of Marketing & Management, 1(2), 122-139
Santini, F.D.O., Ladeira, W. J., Vieira, V. A., Araujo, C. F., & Sampaio, C. H. (2018). Antecedents and Consequences of Impulse Buying: A meta-Analytic Study. RAUSP Management Journal, 54(2), 178-204
Solomon, M. R. (2017). Consumer Behavior - Buying, Having, and Being. 12th edition, Boston: Pearson.
Widayati, C. H., Ali H., Permana, D., & Riyadi, M. (2019). The Effect of Visual Merchandising, Sales Promotion and Positive Emotion of Consumers on Impulse Buying.Journal of Marketing and Consumer Research, Vol.60, 56-64
Arifin, S. A. R., Putra, T. S., Anjanarko Jahroni Ernawati, N., Masithoh, F.,& Ryadin, M. S. (2021). Refrigerator purchase decisions are reviewed from the Price Level, Product Quality and Promotion. Journal of Marketing and Business Research, 1(2), 107-114
Ashfaq, S., Mujtaba Kayani, G., & Ahmed, M. (2016). Impact of Individualism, Collectivism, Mood, Proximity and Savings on Impulse Buying Behavior in Pakistan.Mi-ddle-East Journal of Scientific Research, 24(5), 1759
Awan, A. G., & Abbas, N. (2015). Impact of demographic factors on impulse buying behavior of consumers in Multan-Pakistan. European Journal of Business and Management, 7(22), 96-105
Banerjee, S., & Saha, S. (2012). Impulse buying behaviour in retail stores - triggering the senses, Asia
Pacific.Journal of Marketing & Management Review, 1(2), 1-21
Barakat, M. A. (2019). A proposed model for factors affecting consumers‘ impulsive buying tendency in shopping malls. Journal of Marketing Management, 7(1), 120-134
Bhakat, G. M. (2013). A Review of Impulse Buying Behavior.International Journal of Marketing Studies, 5(3), 149-153
Coley, A.,& Burgess, B.(2003).Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management: An International Journal, 7 (3), 282-295
Darmawan, D., & Gatheru, Ј. (2021). Understanding impulsive buying behavior in Marketplace.Journal of Social Science Studies, 1(1), 11-18
Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of economic psychology, 16(3), 491-511
Ek Styvén, M., Foster, T., & Wallström, А. (2017). Impulse buying tendencies among online shoppers in Sweden.Journal of Research in Interactive Marketing, 11(4), 416- 431
Ekeng, A.B., Lifu, F.L., & Asinya, F.A. (2012). Effect of demographic characteristics on consumer impulse buying among consumers of calabar municipality, cross river state.Academic Research International, 3(2), 568-574
Fitri, F. R. (2018). The influence of web quality and sales promotion toward impulse buying behavior with openness personality as moderating variable, Study on consumer of shopee indonesia online store. Journal of Accounting Management and Economics, 20(1), 48-55
Gardi, B., & Darmawan, D. (2022). Study of shopping lifestyle, sales promotion and impulsive buying behavior.Journal of Marketing and Business Research, 2( 2), 125-133
Harwani, S., & Kanade, S. R. (2017). Impact of demographic differences and other factors on impulse buying.International Journal of Management, 8(2), 58-67
Hassan Nadeem, M. A. (2016). Impact of Gender, Education and Age on Impulsive Buying: Moderating Role of Consumer Emotional Intelligence. International Journal of Transformation in Operational & Marketing Management, 2(1), 23-52
Jahroni, J., & Putra, A. R. (2022). The role of product quality, price and promotion towards Telkomsel prepaid card purchase decisions.Journal of Science, Technology and Society, 3(1), 7-14
Kempf, D.S., Laczniak, R.N., &Smith, R. E. (2006).The effects of gender on processing advertising and product trial information. Marketing Letters, 17(1), 5-16
Kollat, D. T., & Willett, R. P. (1967). Customer Impulse Purchasing Behavior, Journal of Marketing Research. 4(1), 21-31
Lai, C. W. (2010). How financial attitudes and practices influence the impulsive buying behavior of college and university students. Social Behavior and Personality: an International Journal, 38 (3), 373-380
Lestari, I. (2023). Analysis of service quality, store atmosphere, and price discounts on impulse buying at matahari consumers department binjai supermall store.Jurnal Ekonomi, 12 (1), 582-588
Matanović, J., Klačar, S., & Popov, B. (2023). Uticaj psihološkog određivanja cena i aktivnosti unapređenja prodaje na impulsivne kupovine odeće u maloprodajnim objektima: istraživanje ponašanja potrošača u Srbiji i Bosni i Hercegovini, Marketing, 53(4), 243-250
Mohiuddin, Z. A., & Iqbal, H. (2018). Relationship of Demographic Factors and Impulse Buying Behavior of Customers in Pakistan. Journal of Marketing and Consumer Research, Vol.46, 42-46
Muruganantham, G.,& Bhakat, R. S. (2013). A review of impulsive buying behavior.International Journal of Marketing Studies, 5(3), 149-160
Nagadeepa, J., Tamil, S., &Pushpa, A. (2015). Impact of Sales Promotion Techniques on Consumers’ Impulse Buying Behavior toward Apparels at Bangalore.Asian Journal of Management Sciences & Education, 4(1), 253-320
Rana, S., & Tirthani, J. (2012). Effect of Education, Income and Gender on Impulsive Buying Among Indian Consumer an Empirical Study of Readymade Garment Customers.Indian Journal of applied research, 1(12), 145-146
Rittipant, N., Kheawwilai, D., Suayngam, N., Promsoot, S., & Vivatanaprasert, T. (2013).Thai consumers’ response to sales promotions for personal care products. In: Proceedings of 4th International Conference on Engineering, Project and Production Management, Bangkok, Thailand, 700-709
Saha, S. B. (2012). Impulse buying behaviour in retail stores - Triggering the senses. Asia Pacific Journal of Marketing & Management, 1(2), 122-139
Santini, F.D.O., Ladeira, W. J., Vieira, V. A., Araujo, C. F., & Sampaio, C. H. (2018). Antecedents and Consequences of Impulse Buying: A meta-Analytic Study. RAUSP Management Journal, 54(2), 178-204
Solomon, M. R. (2017). Consumer Behavior - Buying, Having, and Being. 12th edition, Boston: Pearson.
Widayati, C. H., Ali H., Permana, D., & Riyadi, M. (2019). The Effect of Visual Merchandising, Sales Promotion and Positive Emotion of Consumers on Impulse Buying.Journal of Marketing and Consumer Research, Vol.60, 56-64
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2024/04/17
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