We kindly inform you that, as long as the subject affiliation of our 300.000+ articles is in progress, you might get unsufficient or no results on your third level or second level search. In this case, please broaden your search criteria.
The main objective of the study was to define factors which influence the purchase intention of organic food among Croatian consumers. In order to create a theoretical base, this research adopted the theory of planned behavior. The model examines the impact of several independent variables on the intention to purchase organic foods. The study was conducted on a sample of 331 respondents on the territory of Republic of Croatia. The research results indicate that consumer attitudes towards organic food, subjective norms, perceived financial situation, health awareness and knowledge about organic food significantly affect the intention of organic food purchase, where in subjective norms, attitudes and health awareness are the best predictors of intention to purchase. On the other hand, the relationship between the perceived availability of organic food and intention to purchase organic food was statistically significant. Considering demographic characteristics of respondents and their correlation with the intention to purchase, marital status, age and household income are found that significantly affect the intention to purchase organic food, while other demographic variables are not significantly affecting the intention to purchase organic food. Therefore, respondents who are married, aged from 46 to 55 years, and with household incomes of more than 16,000 kuna are those who show greater intention to purchase organic food in comparison with other respondents. The research results also have important implications for marketing practice, primarily for advertising.
More...
This study was based on a three-dimensional conceptualization of the buying tendency stemming from cognitive and affective impulsivity and susceptibility to the situational factors of buying. The aim of the study was to examine the relationships of different dimensions of buying tendency to basic socio-demographic characteristics and lifestyles of consumers. The study was conducted using a survey on a sample of 194 respondents from Bosnia and Herzegovina. The obtained results indicate greater levels of cognitive and affective buying impulsivity in women compared to men, with no gender differences identified in the susceptibility to buying situational factors. Furthermore, significant effects were obtained by the level of total monthly family income of respondents in all dimensions of buying tendency, while the level of respondents’ monthly income had a significant effect only on cognitive impulsivity. Employment status and education level had no significant effect on the buying tendency. Among the four studied consumers’ lifestyles (innovative, family, social and leadership oriented), innovatively oriented lifestyle has the strongest correlation to all three dimensions of buying tendency. In other words, innovatively oriented subjects are more prone to impulsive buying and susceptible to buying situational factors. In addition to the innovative orientation lifestyle, impulsive buying was also associated with the leadership orientation, but to a lesser extent. Susceptibility to buying situational factors was associated with all lifestyle orientations, apart from the family orientation.
More...
The paper assesses the business potential of Halloween by estimating the profits stemming from the sales of Halloween-related goods and activities. It also estimates two empirical models of Halloween spending with macroeconomic variables, using the sales data for the most traditional Halloween paraphernalia, the Halloween pumpkins, as well as for the three groups of products (candies, costumes and decorations), and finds that the share of more “consumer-oriented” products increases in relation to the share of “traditional” Halloween products. It comes to the conclusion that, as to its business potential, overall sales and economic significance, Halloween can now be only compared to Christmas.
More...
Museums are part of a wider cultural and entertainment environment, which is ruled by highly demanding visitors who seek immersive experiences (edutainment) and time-saving arrangement. This has encouraged and, in some opinions, forced museums to turn their focus from collections to visitors. In addition, museums have faced competition and new technologies in the form of virtual museums and virtual reality. This has emphasized the need to accept marketing as a survival tool and to make it into a link between museums and visitors. This article attempts to give current insights into museum marketing as part of the arts marketing field. Its aim is also to identify and explain some of the major challenges and opportunities facing everyday museum business, in order to provide insight into the complex world of museum marketing. Former findings about the development of museum marketing and its biggest changes and challenges are presented, summarized and analyzed.
More...