Title (srp)

Uticaj metoda unapređenja prodaje na impulsivno ponašanje potrošača

Author

Alimpić, Stefan, 1988-

Contributor

Kocić, Milan, 1968-
Radosavljević, Gordana, 1961-
Đukić, Suzana.
Marinković, Veljko, 1978-

Description (srp)

Predmet istraživanja ove doktorske disertacije je sagledavanje teorijskih i praktičnih saznanja kako o unapređenju prodaje, tj. o kratkoročnim promotivnim metodama koje su dizajnirane da podstaknu potrošače da kupe proizvode proizvođača, a ne konkurentske, tako i o konceptu ponašanja potrošača, sa akcentom na impulsivno ponašanje potrošača. Stoga, ova doktorska disertacija ima za osnovni cilj da istraži uticaj posmatranih metoda unapređenja prodaje na impulsivno ponašanje potrošača pri kupovini proizvoda i/ili usluga. Drugim rečima, osnovni cilj ove doktorske disertacije je da utvrdi koja od posmatranih metoda unapređenja prodaje je najefikasnija u podsticanju potrošača na obavljanje impulsivnih kupovina. Upravo u istraživanju međuzavisnosti posmatranih promenljivih, ogleda se originalnost ove doktorske disertacije. U skladu sa navedenim ciljem, analiza prikupljenih podataka se obavlja uz pomoć nekoliko statističko-ekonometrijskih metoda: ANOVA-e, t-testa, faktorske, regresione i analize pouzdanosti. Realizovano istraživanje u doktorskoj disertaciji je pokazalo da su popusti najefikasnija metoda unapređenja prodaje u kreiranju većine odgovora u ponašanju potrošača, dok su kuponi u tome najneefikasniji. Tačnije, prema rezultatima sprovedenih istraživanja, popusti su ona metoda koja potrošače najviše motiviše na obavljanje impulsivnih kupovina. Zahvaljujući ovako dobijenim rezultatima, ova doktorska disertacija će imati doprinos kako za marketare i menadžere brenda (kompanije), tako i za potrošače i buduća istraživanja na ovu ili sličnu temu.

Description (eng)

The research subject of this doctoral thesis is to overview the theoretical and practical findings firstly about sales promotion, i.e., short-term promotional tools that are designed to encourage consumers to buy manufacturer's products but not from competitors, and secondly about concept of consumer behavior, with emphasis on consumers’ impulse buying behavior. Therefore, this doctoral thesis has the primary objective to investigate the impact of observed sales promotion tools on consumers’ impulsive behavior when purchasing products and/or services. In other words, the main objective of this doctoral thesis is to investigate which of observed sales promotion tools is the most effective in encouraging consumers to perform impulsive purchases. The originality of this doctoral thesis is reflected in exploring the interdependence of observed variables. In accordance with the stated objective, analysis of collected data is done with the help of several statistical-econometric methods: ANOVA, t-test, factor analysis, regression analysis and reliability analysis. Realized research in doctoral thesis has shown that discounts are the most effective sales promotion tool in creating the majority of responses in consumer behavior, while on the other hand coupons are the most inefficient in that. Precisely, according to the results of researches carried out, discounts are the tool that most motivate consumers to perform impulsive purchases. Thanks to these research results, this doctoral thesis will have a contribution to the marketers and brand managers (companies), as well as to consumers and future researches on this or similar topic.

Object languages

Serbian

Date

2018

Rights

Creative Commons License
This work is licensed under a
CC BY-NC-ND 2.0 AT - Creative Commons Attribution - Non-Commercial - No Derivative Works 2.0 Austria License.

CC BY-NC-ND 2.0 AT

http://creativecommons.org/licenses/by-nc-nd/2.0/at/

Identifiers