Uticaj psihološkog određivanja cena i aktivnosti unapređenja prodaje na impulsivne kupovine odeće u maloprodajnim objektima - istraživanje ponašanja potrošača u Srbiji i Bosni i Hercegovini

Abstract

The impact of psychological pricing and sales promotion activities on impulse purchases of clothing in retail stores: research on consumer behavior in Serbia and Bosnia and Herzegovina The aim of this research was to determine the relationship between psychological pricing and impulsive buying, as well as the tendency towards impulsive buying and the demographic characteristics of the respondents. The two methods of psychological pricing used in this research are: odd prices and promotions and discounts. Impulsive buying is defined as a purchase in which the consumer gets a sudden, often very strong and lasting desire to buy something immediately. The sample consisted of 343 respondents, the battery of tests consisted of: Questionnaire for examining the influence of different methods of psychological pricing on consumer decision-making and behavior, Impulsive buying tendency scale and Questionnaire for examining data on demographic characteristics of respondents. The results showed that promotions and price discounts as a method of psychological pricing have a statistically significant effect on the tendency towards impulsive buying. Also, it was concluded that women are more inclined to impulsive buying of clothing items compared to men. The results showed that there are no statistically significant differences between respondents of different levels of personal income, satisfaction with personal income and level of education in the tendency towards impulsive buying.