engleski

Assessing the situational factors and impulsive buying behavior: Market segmentation approach

The purpose of this study is to determine the correlation between situational factors and impulsive buying behavior with the aim of separating an adequate number of different customer segments. The study will try to provide answers to the following questions: Can situational factors stimulate impulsive purchase and to what extent? Considering the effect of the analyzed situational factors on impulsive buying is it possible to isolate different consumer segments? Do these segments differ in terms of particular demographic features? The obtained results reveal that most situational factors affect impulsive buying to some extent, but, in consumers' opinion, none of them to a great extent. Furthermore, in terms of the perceived impact of situational factors on impulsive buying behavior, the study separates three consumer segments: (1) markedly rational – immune to influence, (2) impulsive to some extent – sensitive to some situational stimuli, (3)mostly rational – generally immune to influence. In the first and the third segment (markedly or generally rational consumers) none of the analyzed situational factors affect the impulsive buying to a greater extent. On the contrary, in impulsive buyers it is found that promotional activities, friendliness and skill of the sales staff, store location, and attractive aroma of food generally stimulate them to buy on impulse, while the persons accompanying them generally can influence their buying behavior and choice but can only to some extent stimulate them to buy on impulse. Finally, the obtained results show that situational factors can to a larger extent affect the impulsive buying behavior in consumers of a particular employment status, and that such behavior is not significantly affected by gender, age, education, income, or the number of household members.

impulsive buying ; consumer behavior ; market segmentation ; Croatia

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