The Impact of Psychological Pricing and Sales Promotion Activities on Impulse Purchases of Clothing in Retail Stores: Research on Consumer Behavior in Serbia and Bosnia And Herzegovina
Uticaj psihološkog određivanja cena i aktivnosti unapređenja prodaje na impulsivne kupovine odeće u maloprodajnim objektima: istraživanje ponašanja potrošača u Srbiji i Bosni i Hercegovini
Abstract
The impact of psychological pricing and sales promotion activities on impulse purchases of clothing in retail stores: research on consumer behavior in Serbia and Bosnia and Herzegovina. The aim of this research was to determine the relationship between psychological pricing and impulsive buying, as well as the tendency towards impulsive buying and the demographic characteristics of the respondents. The two methods of psychological pricing used in this research are: odd prices and promotions and discounts. Impulsive buying is defined as a purchase in which the consumer gets a sudden, often very strong and lasting desire to buy something immediately. The sample consisted of 343 respondents, the battery of tests consisted of: Questionnaire for examining the influence of different methods of psychological pricing on consumer decision-making and behavior, Impulsive buying tendency scale and Questionnaire for examining data on demographic characteristics of respondents. The results showed that promotions and price discounts as a method of psychological pricing have a statistically significant effect on the tendency towards impulsive buying. Also, it was concluded that women are more inclined to impulsive buying of clothing items compared to men. The results showed that there are no statistically significant differences between respondents of different levels of personal income, satisfaction with personal income and level of education in the tendency towards impulsive buying.
Apstrakt
Ovim istraživanjem želeli smo da utvrdimo da li psihološki određene cene utiču na pojavu impulsivne kupovine potrošača kao i da li se pojedine demografske grupe ispitanika značajno razlikuju prema nivou impulsivne kupovine odeće. Korišćene su dve metode psihološki određenih cena: cene blago umanjene od okrugle cifre (neparne cene), te promotivne akcije i sniženja. Impulsivna kupovina je definisana kao kupovina u kojoj potrošač dobija iznenadnu, često jako snažnu i neprolaznu želju da odmah kupi nešto. Demografske karakteristike ispitanika koje su uzete u obzir u ovom istraživanju su: pol, godine starosti, visina ličnih primanja, zadovoljstvo visinom ličnih primanja i stepen obrazovanja ispitanika. Uzorak je činilo 343 ispitanika (76,1% žena i 23,9% muškaraca), a bateriju testova činili su: Upitnik za ispitivanje uticaja različitih metoda psihološkog određivanja cena na odlučivanje i ponašanje potrošača kreiran za potrebe ovog istraživanja, Skala tendencije impulsivne kupovine i upitnik za ispitivanje podataka o demografskim karakteristikama ispitanika. Rezultati su pokazali da akcije i sniženja značajno predviđaju impulsivnu kupovinu, dok neparne cene nisu značajan prediktor. Utvrđeno je da žene imaju statistiki značajno više izraženu tendenciju ka impulsivnoj kupovini, te da ne postoje statistički značajne razlike između ispitanika različitog nivoa ličnih primanja, zadovoljstva ličnim primanjima i stepena obrazovanja.
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