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International journal of multidisciplinarity in business and science, Vol. 2 No. 2, 2014.

Preliminary communication

Impulsive consumer behavior

Ružica Kovač Žnideršić ; Faculty of Economics in Subotica, University of Novi Sad, Subotica, Serbia
Aleksandar Grubor ; Faculty of Economics in Subotica, University of Novi Sad, Subotica, Serbia
Dražen Marić orcid id orcid.org/0000-0001-9621-7906 ; Faculty of Economics in Subotica, University of Novi Sad, Subotica, Serbia

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Abstract

Research into consumer behaviour features as the foundation of all the planned and implemented marketing activities of a company. Consumer behaviour is determined by numerous factors, and is therefore characterised as highly complex and difficult to predict. A particular challenge for marketing science and practice is to research impulse consumer behaviour in shopping – a behaviour that occurs when consumers experience a sudden, powerful and persistent urge to buy something immediately. This article addresses some of the factors that cause consumers’ impulsive or impulse-driven behaviour, and also to point out some possible directions of thinking and future research, based on the experience from Serbia.

Keywords

consumer; consumers’ impulsive buying behaviour; situational factors; personality

Hrčak ID:

132607

URI

https://hrcak.srce.hr/132607

Publication date:

1.11.2014.

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