publication . Other literature type . 2014

Impulsive consumer behavior

Kovač Žnideršić, Ružica; Grubor, Aleksandar; Marić, Dražen;
Open Access English
  • Published: 01 Jan 2014 Journal: International journal of multidisciplinarity in business and science, volume 2, issue 2 (eissn: 1849-0581, Copyright policy)
  • Publisher: Accent d.o.o.
Research into consumer behaviour features as the foundation of all the planned and implemented marketing activities of a company. Consumer behaviour is determined by numerous factors, and is therefore characterised as highly complex and difficult to predict. A particular challenge for marketing science and practice is to research impulse consumer behaviour in shopping – a behaviour that occurs when consumers experience a sudden, powerful and persistent urge to buy something immediately. This article addresses some of the factors that cause consumers’ impulsive or impulse-driven behaviour, and also to point out some possible directions of thinking and future rese...
free text keywords: consumer; consumers’ impulsive buying behaviour; situational factors; personality
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