Сравнителен анализ на методите за изследване на импулсивното купуване
A Comparative Analysis of Methods for Researching Impulsive Buying

Author(s): Desislava Rusenova-Velichkova
Subject(s): Social Sciences, Economy, Psychology, Business Economy / Management, Sociology, Social psychology and group interaction, Methodology and research technology, Economic development, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: impulse buying; research method
Summary/Abstract: In modern society, traditional shopping is increasingly being replaced by non-traditional impulsive (unplanned) shopping. For any business to be relevant, it should include in its marketing strategy a study of this type of purchases in order to achieve the desired sales. But here the questions „How to research them“ and „Which method is suitable for the purpose of the entrepreneur“ appear. There is no scientifically established uniform method for their study, and this is the complexity of this type of research. However, on the basis of the methods used by scientists and practitioners in the field, a comparative analysis can be made that will support companies for future research, including in Bulgaria. The future prosperity of businesses is tied to impulse purchases!

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