Impulzivna kupnja i traženje raznolikosti u kategoriji proizvoda brze mode

master's thesis

• Title (english): Impulsive buying and variety seeking in the fast fashion product category
• Author: Ajla Galić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj rada je istražiti sklonost potrošača impulzivnoj kupnji i sklonost traženju raznolikosti kao oblika ponašanja potrošača na primjeru proizvoda brze mode, te istražiti čimbenike koji potiču potrošače na impulzivnu kupnju proizvoda brze mode. U svrhu postizanja cilja provedeno je primarno istraživanje putem anketnog upitnika izrađenog u Google obrascu. Navedeno istraživanje provedeno je na prigodnom uzorku od 112 ispitanika. Provedeno istraživanje pokazalo je da većina ispitanika negira sklonost impulzivnoj kupnji. Međutim, ispitanici su kroz svoje odgovore na pitanja o ponašanju pri kupnji i čimbenicima koji ih motiviraju na impulzivnu kupnju, pokazali značajnu sklonost impulzivnoj kupnji, često potaknutu popustima i atraktivnošću izloga. Navedeno sugerira da ispitanici možda nisu u potpunosti svjesni svojih impulzivnih sklonosti ili ne interpretiraju svoje ponašanje kao impulzivno. Analizirajući odgovore ispitanika na tvrdnje o traženju raznolikosti prilikom kupnje proizvoda brze mode, uočava se izvjesna ambivalentnost. S jedne strane, gotovo polovica ispitanika izrazila je sklonost prema promjenama i raznolikosti, što ukazuje na želju za izražavanjem osobnog stila ili praćenjem novih trendova. S druge strane, prosječne ocjene tvrdnji o traženju noviteta i eksperimentiranju s novim proizvodima brze mode su blago pozitivne, sugerirajući umjeren interes za istraživanje novih stilova, ali i određenu sklonost prema poznatim proizvodima.

Abstract (english)

The aim of this study is to explore consumers’ impulsive buying tendency and the variety seeking as a form of consumer behavior, using the example of fast fashion products, and to determine the factors that cause consumers to make impulsive purchases of fast fashion products. In order to achieve this objective, primary research was conducted through a survey (and by using a questionnaire created in Google Forms), on a convenient sample of 112 respondents. The conducted research has shown that the majority of respondents deny a tendency towards impulse buying. However, a more detailed analysis of their answers to subsequent questions showed the opposite. Through their responses about their shopping behavior and the factors that motivate them to make impulse purchases, respondents displayed significant tendencies towards impulse buying, often driven by discounts and the attractiveness of store displays. This suggests that the respondents may not be fully aware of their impulsive tendencies or do not interpret their behavior as impulsive. Analyzing the respondents' answers on the variety seeking when purchasing fast fashion products, a certain ambivalence is observed. On one hand, almost half of the respondents expressed a preference for change and variety, indicating a desire to express personal style or follow new trends. On the other hand, the average ratings of statements about seeking novelty and experimenting with new fast fashion products are slightly positive, suggesting a moderate interest in exploring new styles but also a certain preference for familiar products.

• Keywords: impulzivna kupnja; čimbenici impulzivne kupnje; traženje raznolikosti; brza moda; odjeća
• Keywords (english): impulse buying; factors influencing impulse buying; variety-seeking buying behavior; fast fashion; clothing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:126243
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-07-02 11:46:06