engleski

Predictors and effect of consumer price sensitivity: The case of Croatia

The main purpose of this paper was to explore the influence of demographic variables and personal factors on the consumer price sensitivity, as well as the impact of price sensitivity on the word-of-mouth sending information. The research was carried out on a representative sample of one thousand Croatian consumers. The data was analysed with a variety of statistical methods, including the exploratory and confirmatory factor analyses and structural equation modelling (SEM). The results show that some demographic factors (gender and education) and researched personal factors (attitudes towards advertising and shopping enjoyment) directly influence consumer price sensitivity, which positively influences word-of mouth communication. Besides theory contributions, the research results offer some practical marketing implications. Namely, the marketing experts (companies) can better understand the predictors and effect (outcome) of consumer price sensitivity, and its role for the marketing strategy. At the end, the paper discusses research limitations and provides some future research suggestions.

Price sensitivity ; demographic characteristics ; attitudes towards advertising ; shopping enjoyment ; word-of-mouth communication

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