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undergraduate thesis
IMPULZIVNA KUPNJA
2024. urn:nbn:hr:228:653555
Kuzmanić, Lara
University of Split
University Department of Professional Studies
Department of Management, Trade and Tourism

Cite this document

Kuzmanić, L. (2024). IMPULZIVNA KUPNJA (Undergraduate thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:653555

Kuzmanić, Lara. "IMPULZIVNA KUPNJA." Undergraduate thesis, University of Split, 2024. https://urn.nsk.hr/urn:nbn:hr:228:653555

Kuzmanić, Lara. "IMPULZIVNA KUPNJA." Undergraduate thesis, University of Split, 2024. https://urn.nsk.hr/urn:nbn:hr:228:653555

Kuzmanić, L. (2024). 'IMPULZIVNA KUPNJA', Undergraduate thesis, University of Split, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:228:653555

Kuzmanić L. IMPULZIVNA KUPNJA [Undergraduate thesis]. Split: University of Split; 2024 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:228:653555

L. Kuzmanić, "IMPULZIVNA KUPNJA", Undergraduate thesis, University of Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:228:653555

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Metadata
TitleIMPULZIVNA KUPNJA
Title (english)IMPULSE BUYING
AuthorLara Kuzmanić
MentorMario Dadić (mentor)
Committee memberGoran Ćorluka (član povjerenstva)
Committee memberDanijela Perkušić Malkoč (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
(Department of Management, Trade and Tourism)
Split
Defense date and country2024-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Impulzivna kupnja je neplanirana, spontana odluka o kupnji, često potaknutu emocionalnim ili trenutnim podražajima u prodajnom okruženju. Ova vrsta ponašanja kod potrošača igra ključnu ulogu u mnogim maloprodajnim i marketinškim strategijama budući da može značajno povećati prodaju. Impulzivna kupnja često uključuje proizvode koji nisu nužni ili koji nisu bili na potrošačevom popisu, ali se zbog određene emocionalne privlačnosti ili privremenih ponuda odlučuje na kupnju bez dugotrajnog razmišljanja. Vizualni podražaji, poput atraktivnih pakiranja, promotivnih poruka i pozicioniranja proizvoda, mogu značajno povećati vjerojatnost donošenja impulzivnih odluka. U ovom radu istraživanje je provedeno anketiranjem na uzorku od 100 ispitanika korištenjem kvantitativne metodologije, s ciljem proučavanja impulzivne kupnje. Anketni upitnik sadržavao je strukturirana pitanja kojima se mjerilo koliko su potrošači skloni impulzivnoj kupnji u različitim situacijama te koji su ključni faktori (poput vizualnih elemenata, popusta i promotivnih poruka) koji najčešće potiču impulzivno ponašanje.
Abstract (english)
Impulse buying is an unplanned, spontaneous purchase decision, often prompted by emotional or momentary stimuli in the sales environment. This type of consumer behavior plays a key role in many retail and marketing strategies, as it can significantly increase sales. Impulsive buying often includes products that are not necessary or that were not on the consumer's list, but due to a certain emotional appeal or temporary offers, they decide to buy without long-term thinking. Visual stimuli, such as attractive packaging, promotional messages and product positioning, can significantly increase the likelihood of making impulsive decisions. In this subject, the research was conducted by surveying a sample of 100 respondents using quantitative methodology, with the aim of studying impulsive buying. The survey questionnaire contained structured questions that measured how prone consumers are to impulsive buying in different situations, and what are the key factors (such as visual elements, discounts and promotional messages) that most often encourage impulsive behavior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:653555
Study programmeTitle: Trade and Tourism Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-11-08 13:33:26