Marketing strategy implementation on the impulsive buying process

Tema završnog rada je ponašanje potrošača u procesu donošenja odluke o kupnji. Ponašanje potrošača definira se kao način na koji kupci biraju i kupuju proizvode ili usluge kako bi zadovoljili svoje potrebe. Rad će se baviti čimbenicima ponašanja potrošača, odnosno kulturalnim, društvenim, osobnim i psihološkim čimbenicima, te će se objasniti proces kupovine koji se sastoji od pet (5) faza. Kroz čitav rad povlači se pojam impulzivne kupovine, što znači impulzivna kupovina i koji su faktori koji najviše utječu da do takve kupovine dođe. Impulzivna kupovina najjednostavnije se definira kao neplanirana kupovina, no ona je puno više od toga. U trećem (3.) poglavlju rada će se definirati teorija traženja uzbuđenja, teorija emocionalnog povezivanja s brendom, kao i teorija doživljaja. Rad će se baviti i marketingom, odnosno marketinškim strategijama koje utječu na impulzivnu kupovinu. U sklopu rada napravljeno je i empirijsko istraživanje na slučajnom uzorku potrošača putem anketnog upitnika, te su postavljene hipoteze. Dobiveni rezultati prikazat će se u tablicama i grafikonima, te će se testirati istinitost postavljenih hipoteza. The topic of this paper is the consumer behavior in the process of making a purchase decision. Consumer behavior is defined as the way consumers choose and buy products or services to meet their needs. Work will address the factors of consumer behavior such as cultural, social, personal and psychological factors, and will explain the purchase process consisting of five (5) phases. Throughout the work, the issue of impulsive buying arises, what is impulsive buying and which are the most influential factors that make such purchases happen. Impulse buying is defined as an unplanned purchase but it is far more than that. Third (3rd) chapter of this paper describes the theory of excitement, the theory of emotional connection with the brand as well as the theory of experience. Work will also be focused on marketing and marketing strategies that affect impulsive purchase. As a part of the work, an empirical research on random sample was made through a questionnaire and hypotheses were set up. The results obtained will be presented in tables and graphs and the hypothesis will be tested.