Review article

THE IMPACT OF CONSUMER DEMOGRAPHICS ON CONSUMER DECISION-MAKING PROCESS

Ivana Štulec orcid.org/0000-0002-6646-505X ; Katedra za trgovinu, Ekonomski fakultet, Sveučilište u Zagrebu
Kristina Petljak orcid.org/0000-0002-5785-1928 ; Katedra za trgovinu, Ekonomski fakultet, Sveučilište u Zagrebu
Jelena Rakarić orcid.org/0000-0003-4678-179X ; Ekonomski fakultet, Sveučilište u Zagrebu

Abstract

Consumer behaviour in the decision-making process is determined by many factors, and the aim of this paper is to explore the impact of demographic factors on the decision-making process. A primary research was conducted among Croatian consumers by submitting an online questionnaire. The purpose was to investigate whether and how consumer demographics such as gender, age, education, employment status and personal income affect the process of consumer decision-making. Scientific contribution of the paper is reflected in the fact that the buying process is studied by stages on the basis of which concrete conclusions and recommendations for retailers can be drawn how to adjust their retail strategy to targeted consumer segment. In the analysis, statistical tests t-test and ANOVA were used. The results show that the demographic characteristics of respondents influence the process of consumer decision-making, and that the impact differs not only between the characteristics but also between different phases of the buying process.

Keywords

consumer behaviour; consumer decision-making process; consumer demographics

Hrčak ID:

183571

URI

https://hrcak.srce.hr/183571

Publication date:

29.6.2017.

Article data in other languages: croatian

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