engleski

Analysis of the Influence of Situational Factors on Impulse Purchases

Impulsive shopping implies a temporary satisfaction that the consumer feels when buying a product without thinking about the consequences and whether he really needs that product. There is an instantaneous impulse, stimulus, pleasure, happiness, instinct, excitement, emotionality, hedonism, and all these are causally consequential segments of impulsive buying. Situational factors are divided into several segments, namely the physical environment, the social environment, time as a situational factor, and a psychological state. The aim of the research part of the paper is to determine how important the layout within the store is to consumers when buying and whether the layout of the store itself really affects impulsive shopping, and how much the physical environment affects impulsive shopping. The research was conducted through a survey questionnaire. The research proved a significant influence of consumer characteristics, their involvement and experience, and situational factors of retail space on the impulsiveness of the purchase.

impulsive shopping ; situational factors ; consumer behavior ; store

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