Naslov
EFFECT OF VISUAL MERCHANDISING ON CROATIAN CONSUMER IMPULSE BUYING BEHAVIOUR – SEM APPROACH

Autori
Flegar, Rea ; Dobrinić, Damir ; Gregurec, Iva

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Book of Proceedings - Economic and Social Development / Pochinok, Natalia ; Bakhtina, Olga ; Recker, Nicholas - Moskva : Varazdin Development and Entrepreneurship Agency and University North in cooperation with Russian State Social University, Faculty of Management University of Warsaw, Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat and Polytechnic of Medimurje in Cakovec, 2020, 26-38

Skup
60th International Scientific Conference on Economic and Social Development – XX International Social Congress (ISC 2020)

Mjesto i datum
Moskva, Ruska Federacija, 20.10.2020. - 21.10.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
consumers, retailers, visual merchandising, impulse buying behaviour

Sažetak
This paper aims to investigate the relationship between impulsive buying behaviour by Croatian consumers and visual merchandising. Based on previous research, the relationship between the four external elements of visual merchandising (window display, in-store form display, floor merchandising, and promotional signage) and impulse buying will be researched. For empirical research, the conceptual model was made, and hypotheses have been formed. The structural equation modeling method using the SPSS AMOS 26 software package was used to test the models and hypotheses. During the survey period, two hundred forty-five (245) questionnaires were collected. Results of empirical research show no statistically significant correlation between store form and floor merchandising as elements of visual merchandising and consumers' impulsive buying behaviour. While on the other side, window display and promotional signage have a significant correlation with consumers' impulsive buying behaviour. Research findings can contribute to Croatian retailers by setting more effective selling and promotion strategies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA