engleski

The Effect of Fashion Design on Impulse Buying

Impulse buying is spontaneous and immediate buying where buyer is not actively searching for a product and has not previously planned to buy it. It is a buying decision made by customers on the spot after seeing the merchandise. There are many factors that influence the impulse buying behaviour, but literature differs concerning the number and the scope of them. The main goal of this paper is to investigate the influence of factors within the stores on impulse buying of clothes, and particularly to discover the role of clothes fashion design among them. The quantitative study conducted on the sample of 261 Croatian consumers show that among the factors that affect impulse buying (such as lighting, colours, layout of stores, etc.) clothes design and position within the store are important ones, but that employees still have the greatest influence on impulse buying for Croatian customers.

impulse buying ; clothes ; fashion design

nije evidentirano