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Efekat smanjenja cene na odluku o kupovini u prodavnici odeće
The effect of price discounts on shopping behavior in a clothing store
University of Maribor, Faculty of Economics and Business, Maribor, Slovenia
email: bruno.zavrsnik@um.si
Keywords: kupovno ponašanje; popusti; niže cene; metode promocije prodaje
Ključne reči: purchasing behaviour; discounts; lower prices; sales promotion methods
Abstract
Kupovno ponašanje potrošača je proces kojim se kupci odlučuju da kupe proizvode ili usluge. Ovo uključuje faktore kao što su potrebe, želje, uverenja, uticaji okoline i donošenje odluka. Istraživanje ponašanja pri kupovini potrošača se koristi da bi se razumelo kako ljudi biraju i kupuju proizvode i usluge i da bi se prilagodile marketinške strategije kako bi bolje odgovarale potrebama i željama kupaca. Prodavnice stoga moraju odrediti koji faktori će najbolje zadovoljiti potrebe njihovih kupaca. Među poznatim promotivnim metodama je smanjenje cene proizvoda ili usluge su najuspešniji i najčešći mamac koji se koristi da se potrošač ubedi da kupi. Cilj istraživanja je bio da se otkrije koje promotivne metode kupci koriste prilikom kupovine. Takođe smo želeli da saznamo koja su sniženja cena proizvoda najatraktivnija za kupce.
Sažetak
Consumer buying behaviour is the process by which customers decide to purchase products or services. This includes factors such as needs, wants, beliefs, environmental influences and decision making. Consumer buying behaviour research is used to understand how people choose and buy products and services and to adjust marketing strategies to better match customer needs and wants. Stores must thus determine which factors will best satisfy the needs of their customers. Among the well-known promotional methods is the reduction of the price of the product or services are the most successful and most common lure used to convince the consumer to buy. The aim of the survey was to find out which promotional methods customers use when purchasing. We also wanted to find out which product price reductions are most attractive to customers.
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