Naslov
The Effect of Fashion Design on Impulse Buying

Autori
Renko, Sanda ; Grilec Kaurić, Alica ; Lešina, Mario

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

Izvornik
Book of Proceedings (8th Central European Conference on Fiber-grade Polymers, Chemical Fibers and Special Textiles) / Dekanić, T. ; Tarbuk, A. - Zagreb : Tekstilno-tehnološki fakultet Sveučilišta u Zagrebu, 2015, 207-212

ISBN
978-953-7105-63-1

Skup
8th Central European Conference on Fiber-grade Polymers, Chemical Fibers and Special Textiles

Mjesto i datum
Zagreb, Hrvatska, 16.09.2015. - 18.09.2015

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
impulse buying ; clothes ; fashion design

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA