Review article

IMPACT OF PUBLIC RELATIONS ON THE PROCESS OF PURCHASE DECISION

Sandra Soče Kraljević ; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina
Zorana Vidačak ; AX-SOLING D.O.O., Grude, Bosnia and Herzegovina
Mirela Mabić orcid.org/0000-0002-1529-7797 ; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina

Abstract

The aim of this paper is to report primary changes in the market concerning public relations and atmosphere in stores. This study examines the impact of public relations and various dimensions (factors) of the atmosphere on creation (formation) of the purchase decision. The aims of study were: determine in which way the atmosphere affects the purchase decision; research and specify which kind of atmosphere at the sale point positively influences the purchase decision; research and specify the level of consumer’s satisfaction with the atmosphere in the store. The sample of 200 buyers was chosen on the basis of geographical zone of sampling procedure in Bosnia and Herzegovina. Results show that in most dimensions (factors) creation (formation) of the atmosphere in the store influences significantly on the purchase decision. Furthermore, many dimensions (factors) of the atmosphere were found that affect significantly differently on the purchase decision. The results of this research may be of particular interest to those who organized retail stores.

Keywords

public relations; market research; atmosphere in stores; purchase decision; customer’s satisfaction

Hrčak ID:

159927

URI

https://hrcak.srce.hr/159927

Publication date:

31.3.2016.

Article data in other languages: croatian

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