THE IMPACT OF CONSUMER DEMOGRAPHICS ON CONSUMER DECISION-MAKING PROCESS

Ivana Stulec (), Kristina Petljak () and Jelena Rakaric ()
Additional contact information
Ivana Stulec: University of Zagreb
Kristina Petljak: University of Zagreb
Jelena Rakaric: University of Zagreb

Economic Thought and Practice, 2017, vol. 26, issue 1, 381-403

Abstract: Consumer behaviour in the decision-making process is determined by many factors, and the aim of this paper is to explore the impact of demographic factors on the decision-making process. A primary research was conducted among Croatian consumers by submitting an online questionnaire. The purpose was to investigate whether and how consumer demographics such as gender, age, education, employment status and personal income affect the process of consumer decision-making. Scientific contribution of the paper is reflected in the fact that the buying process is studied by stages on the basis of which concrete conclusions and recommendations for retailers can be drawn how to adjust their retail strategy to targeted consumer segment. In the analysis, statistical tests t-test and ANOVA were used. The results show that the demographic characteristics of respondents influence the process of consumer decision-making, and that the impact differs not only between the characteristics but also between different phases of the buying process.

Keywords: consumer behaviour; consumer decision-making process; consumer demographics (search for similar items in EconPapers)
JEL-codes: J10 M31 (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hrcak.srce.hr/clanak/270650 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:avo:emipdu:v:26:y:2017:i:1:p:381-403

Ordering information: This journal article can be ordered from
Economic Thought and Practice, University of Dubrovnik, Branitelja Dubrovnika 29, 20000 Dubrovnik
https://emip.unidu.hr/

Access Statistics for this article

Economic Thought and Practice is currently edited by Nebojsa Stojcic

More articles in Economic Thought and Practice from Department of Economics and Business, University of Dubrovnik Contact information at EDIRC.
Bibliographic data for series maintained by Nebojsa Stojcic ().