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The European Journal of Applied Economics
2018, vol. 15, br. 2, str. 1-16
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 25/10/2018
doi: 10.5937/EJAE15-16576
Creative Commons License 4.0
Uticaj demografskih karakteristika potrošača na odluke o kupovini tehničkih proizvoda
aBrcko, Bosnia and Herzegovina
bEvropski univerzitet Brčko, Brčko Distrikt, BiH
cPHI Health Center Brcko, Spokesman, Brcko, Bosnia and Herzegovina
dCollege of eMPIRICA, Brcko, Bosnia and Herzegovina

e-adresa: adispuska@yahoo.com

Sažetak

Izraz ponašanje potrošača postao je veoma popularan u novijim studijama. Odlikuju ga različiti procesi, pri čemu odluke potrošača o kupovini predstavljaju jedan od njih. Ovaj rad istražuje način na koji demografske karakteristike utiču na odluke o kupovini sa fokusom na tehničke proizvode, uključujući kućne aparate, računare, televizore i slične tehničke proizvode koji koštaju više od 400 KM. Empirijska studija sprovedena je u regionu severoistočne Bosne i Hercegovine, a 192 ispitanika uključeno je u studiju kako bi izrazile svoje navode o kupovnim odlukama. Analiza faktora korišćena je za identifikaciju šireg konstruktora kao osnove za posmatranje varijabli. Ukupno je identifikovano šest varijabli. Na osnovu izračunavanja Cronbachovih alfa indikatora, utvrđeno je da postoji niska interna afilijacija izjava u dve varijable, na osnovu čega su iste i odbačene. Stoga su četiri varijable korišćene za proučavanje odluke o kupovini. Rezultati multivarijantne analize varijanse (MANOVA) pokazali su da pol, nivo prihoda i radni status ispitanika značajno utiču na odluke o kupovini kod potrošača. Analiza varijanse (ANOVA) je dalje pokazala da se žene ispod 25 godina i čiji su prihodi manji od 400 KM, uglavnom baveu odlukama o kupovini, tj. Tome posvećuju najviše vremena Empirijski nalazi pokazuju da su najviše zadovoljni odlukama o kupovini muški ispitanici čiji se prihod kreće između 400 i 800 KM i koji pripadaju kategoriji studenata mlađih od 25 godina.

Ključne reči

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