Naslov (srp)

Uticaj osvetljenja na ponašanje kupaca u maloprodaji u Srbiji, Crnoj Gori i Bosni i Hercegovini

Autor

Tešić, Dejan,

Doprinosi

Mladenović, Zorica, 1965-
Petrović, Ivana, 1961-
Grubor, Aleksandar, 1970-
Petković, Goran, 1963-
Bogetić, Zoran, 1966-

Opis (eng)

The aim of this paper is to answer the research question whether lighting in a retail affects the behavior of shoppers living in the Serbian market, the Montenegrin market, and the market of Bosnia and Herzegovina. The subject of the paper is lighting, as one of the instruments of shopper marketing at the point of sale. According to the review of the relevant literature, it was concluded that lighting can have a significant impact, primarily on the appearance of the observed product, and thus on the perception of product characteristics.For the purpose of testing the set hypotheses, data were collected from the samples on the markets of Serbia, Montenegro and Bosnia and Herzegovina. Data were collected using an online questionnaire, which was created based on an established experimental procedure. Univariate (repeated measures one-factor analysis of variance and mixed between-within subjects analysis of variance) and multivariate statistical methods were used for data processing.The results of the research point to the conclusion that different treatments of lighting correlated color temperature affect the willingness to buy and perception of quality of the observed product in all three observed markets. When we observe the influence of lighting correlated color temperature on price perception, the conclusion is that a statistically significant influence is present on the market of Montenegro and the market of Bosnia and Herzegovina, but not on the market of Serbia. Statistically significant differences in the influence of lighting correlated color temperature on the dependent variables, according to the generational affiliation of the customer, are present only on the market of Bosnia and Herzegovina, when only the perception of quality by shoppers is considered. Also, the research findings point to the conclusion that customers in the three observed markets express different preferences in terms of warm and cold lighting correlated color temperatures.

Opis (eng)

Društvene nauke / Poslovna ekonomija i menadžment

Opis (srp)

Cilj ovog rada je odgovor na istraživačko pitanje da li osvetljenje u maloprodajnom objektu utiče na ponašanje kupaca koji žive na tržištu Srbije, tržištu Crne Gore, te tržištu Bosne i Hercegovine. Predmet rada je osvetljenje, kao jedan od instrumenata kupovnog marketinga na mestu prodaje. Prema pregledu relevantne literature, zaključeno je da osvetljenje može imati značajan uticaj, prvenstveno na izgled posmatranog proizvoda, pa tako i na kupčevu percepciju karakteristika proizvoda.Za potrebe provere postavljenih hipoteza, prikupljeni su podaci iz kreiranih uzoraka na tržištima Srbije, Crne Gore i Bosne i Hercegovine. Podaci su prikupljeni uz pomoć onlajn upitnika, koji je kreiran na osnovu utvrđene eksperimentalne procedure. Za obradu podataka su korišćene univarijacione (jednofaktorska analiza varijanse ponovljenih merenja i kombinovana analiza varijanse) i multivarijacione statističke metode.Rezultati istraživanja upućuju na zaključak da temperatura boje osvetljenja utiče na stepen kupčeve spremnosti za kupovinu i percepciju kvaliteta posmatranog proizvoda na sva tri posmatrana tržišta. Kada posmatramo uticaj temperature boje osvetljenja na percepciju cene, zaključak je da statistički značajan uticaj postoji na tržištu Crne Gore i tržištu Bosne i Hercegovine, ali ne i na tržištu Srbije. Statistički značajne razlike u uticaju temperature boje osvetljenja na zavisne promenljive, shodno generacijskoj pripadnosti kupca, su uočene samo na tržištu Bosne i Hercegovine, i to kada se posmatra samo percepcija kvaliteta od strane kupaca. Takođe, nalazi istraživanja upućuju na zaključak da kupci na tri posmatrana tržišta, izražavaju različite preferencije po pitanju „toplije“, odnosno „hladnije“ temperature boje osvetljenja.

Opis (srp)

Social sciences / business economics and management Datum odbrane: 14.10.2022.

Jezik

srpski

Datum

2022

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY-NC-ND 3.0 AT - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 3.0 Austria License.

http://creativecommons.org/licenses/by-nc-nd/3.0/at/legalcode

Predmet

OSNO - Opšta sistematizacija naučnih oblasti, Ekonomske nauke

kupovni marketing, osvetljenje, temperatura boje osvetljenja, percepcija kvaliteta, percepcija cene, spremnost za kupovinu, maloprodaja

OSNO - Opšta sistematizacija naučnih oblasti, Ekonomske nauke

shopper marketing, lighting, colerrated color temperature, quality perception, price perception, willingness to buy, retail