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The Consumer In-Store Purchasing Behavior Associated With Deal-Proneness for a Hypermarket Retailer in Croatia

Ivan-Damir Anić
Sonja Radas

Puni tekst: engleski pdf 157 Kb

str. 111-129

preuzimanja: 3.724



This paper examines the relationship between consumer purchase behavior and in-store promotion proneness across five promotion types. The model was tested with data collected from a consumer survey, carried out in the high/low Croatian hypermarket setting. The data were analyzed using descriptive statistics and the one-way analysis of variance (ANOVA). In general, research results support the proposed framework. Higher consumer deal-proneness was associated with promotion planning (except for advertised brands and free samples), in-store promotion search and purchases of promoted items (except for special island displays). Contrary to expectations, action store loyalty was positively related to deal-proneness. The framework provided helps retailers predict consumer response to in-store promotion and their purchases depending on deal-proneness, as the starting point in designing promotion campaign and enhancing the store competitiveness.

Ključne riječi

hypermarket; deal-proneness; in-store promotion; deal planning; in-store promotion search; purchases on deal; action loyalty

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