Communicological And Media Power Of Spending Habits On B&H Market
Communicological And Media Power Of Spending Habits On B&H Market

Summary/Abstract: Understanding the behavior of consumers and their purchasing patterns is of great importance both for the business sector and for consumers themselves. Confrontation with the factors that most influence our purchasing decisions allows us to realize how much we actually (in) dependent on others, especially Referential groups. This work has the task to show the degree of the impact of family-cultural consumer legacy that become consumer habits of society in Bosnia and Herzegovina. The main hypothesis was revealed that the purchase patterns of BH consumer subordinate habits, which are the result of family traditional beliefs and media actions. As a research tool used questionnaires, which included questions that dichotomy and Likert scale of five degrees to determine the level of agreement or disagreement among the respondents. Survey included 117 respondents, of different ages and from different areas of Bosnia and Herzegovina, in order to obtain the answers are representative. The results showed that the buying patterns of BH consumers are subordinate habit and family traditional beliefs, while media advertisements are not directly subordinate, but they affect the decision itself when purchasing, given that more than 70% of the respondents responded that sometimes loads of products you see in advertisements. The obtained results are presented and marketing implications and recommendations for further action on the target company BH auditorium.

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