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Features of impulse buying in Croatian retail

Davor Perkov   ORCID icon orcid.org/0000-0001-5426-443X ; Libertas International University, Zagreb, Croatia
Marinko Jurčević ; University of Zagreb, Faculty of Transport and Traffic Sciences, Zagreb, Croatia

Puni tekst: engleski, pdf (267 KB) str. 349-360 preuzimanja: 61* citiraj
APA 6th Edition
Perkov, D. i Jurčević, M. (2018). Features of impulse buying in Croatian retail. Ekonomski vjesnik, 31 (2), 349-360. Preuzeto s https://hrcak.srce.hr/214420
MLA 8th Edition
Perkov, Davor i Marinko Jurčević. "Features of impulse buying in Croatian retail." Ekonomski vjesnik, vol. 31, br. 2, 2018, str. 349-360. https://hrcak.srce.hr/214420. Citirano 15.12.2019.
Chicago 17th Edition
Perkov, Davor i Marinko Jurčević. "Features of impulse buying in Croatian retail." Ekonomski vjesnik 31, br. 2 (2018): 349-360. https://hrcak.srce.hr/214420
Harvard
Perkov, D., i Jurčević, M. (2018). 'Features of impulse buying in Croatian retail', Ekonomski vjesnik, 31(2), str. 349-360. Preuzeto s: https://hrcak.srce.hr/214420 (Datum pristupa: 15.12.2019.)
Vancouver
Perkov D, Jurčević M. Features of impulse buying in Croatian retail. Ekonomski vjesnik [Internet]. 2018 [pristupljeno 15.12.2019.];31(2):349-360. Dostupno na: https://hrcak.srce.hr/214420
IEEE
D. Perkov i M. Jurčević, "Features of impulse buying in Croatian retail", Ekonomski vjesnik, vol.31, br. 2, str. 349-360, 2018. [Online]. Dostupno na: https://hrcak.srce.hr/214420. [Citirano: 15.12.2019.]

Sažetak
Impulse buying is an unplanned decision to buy a product or service, made instantaneously on the point of sale. Some of the internal factors that affect impulse purchasing are age, gender, mood, income or culture, and the external factors include the store’s environment. Impulse purchases can be explained by the relationship between the affective and cognitive components in the brain of customers. The affective part refers to feelings, emotions, and moods, while the cognitive refers to thinking, understanding, and processing information. So, when the emotional part overwhelms the cognitive, it is more likely that an impulse purchase will occur. The main research hypothesis is that in the Croatian retail almost the same amount of purchases is planned and impulsive. From our primary online research conducted in 2017 among 115 Croatian consumers (N = 115), it follows that most of them (27%) buy consumer goods in the ratio 70% planned purchases: 30% unplanned purchases (19% women and 9% of men). This means that women in Croatia are buying more impulsively than men. From this it follows that our main research hypothesis was only partially confirmed. The results show that in consumer goods retail only 17% of Croatian citizens (12% of women and 5% of men) demonstrate an equal ratio (50% : 50%) of planned and impulse buying.

Ključne riječi
impulse buying; cognitive and affective factors; Croatian retail

Hrčak ID: 214420

URI
https://hrcak.srce.hr/214420

Posjeta: 92 *