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The Impact Of Consumer Demographics On Consumer Decision-Making Process

Author

Listed:
  • Ivana Stulec

    (University of Zagreb)

  • Kristina Petljak

    (University of Zagreb)

  • Jelena Rakaric

    (University of Zagreb)

Abstract

Consumer behaviour in the decision-making process is determined by many factors, and the aim of this paper is to explore the impact of demographic factors on the decision-making process. A primary research was conducted among Croatian consumers by submitting an online questionnaire. The purpose was to investigate whether and how consumer demographics such as gender, age, education, employment status and personal income affect the process of consumer decision-making. Scientific contribution of the paper is reflected in the fact that the buying process is studied by stages on the basis of which concrete conclusions and recommendations for retailers can be drawn how to adjust their retail strategy to targeted consumer segment. In the analysis, statistical tests t-test and ANOVA were used. The results show that the demographic characteristics of respondents influence the process of consumer decision-making, and that the impact differs not only between the characteristics but also between different phases of the buying process.

Suggested Citation

  • Ivana Stulec & Kristina Petljak & Jelena Rakaric, 2017. "The Impact Of Consumer Demographics On Consumer Decision-Making Process," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 26(1), pages 381-403, june.
    • Handle: RePEc:avo:emipdu:v:26:y:2017:i:1:p:381-403
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    More about this item

    Keywords

    consumer behaviour; consumer decision-making process; consumer demographics;
    All these keywords.

    JEL classification:

    • J10 - Labor and Demographic Economics - - Demographic Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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