SITUATION FACTORS OF CONSUMERS BEHAVIOR

Ponašanje potrošača predstavlja složen proces koji ovisi od svakog pojedinca. Marketinški stručnjaci proučavaju njihova ponašanja te čimbenike koji utječu na njihove odluke o kupovini. U spomenute čimbenike ubrajaju se fizičko i društveno okruženje, vrijeme, cilj povezan s ponašanjem potrošača i trenutno psihičko stanje potrošača. Na temelju navedenih čimbenika provedeno je istraživanje u obliku anketnog upitnika. Istraživanjem je obuhvaćen uzorak od 104 ispitanika sa područja Vukovarsko-srijemske županije različite dobne i spolne strukture, kupovne moći i kupovnih navika. Utvrđeno je koji čimbenici predstavljaju pravila, a koji iznimke u procesu ponašanja potrošača.Consumer behavior is a complex process that depends on each individual. Marketing experts study their behavior and factors affecting their buying decisions. These factors include the physical and social environment, the time, the goal associated with consumer behavior and the current psychological state of the consumer. Based on the mentioned factors a survey was conducted as a questionnaire. The survey included a sample of 104 respondents from the Vukovar-Srijem County area of different age and sex structures, purchasing power and purchasing habits. It was determined which factors are rules and which are exceptions to the consumer behavior process