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Uticaj Faktora Ambijenta Na Ponašanje Kupaca U Maloprodaji (The Influence Of Ambient Factors On The Behaviour Of Shoppers In Retail Facilities)

Author

Listed:
  • Dejan Tešić

Abstract

Faktori ambijenta u maloprodajnom objektu mogu imati značajan uticaj na ponašanje kupaca u maloprodaji. Stimulusi iz maloprodajnog okruženja mogu uticati na emocije kupaca što dalje dovodi do određenog obrasca ponašanja kupaca, koje se može manifestovati kao želja da se provede više vremena u maloprodajnom objektu, te da se izvrši evaluacija većeg broja proizvoda. Za maloprodavca je, u tom smislu, bitno da učini sve napore kako bi, uz kreiranje što kvalitetnijeg ambijenta, naveo kupca da ostvari što veću kupovinu. Predmet ovog rada predstavlja pregled relevantnih objavljenih radova koji prikazuju kako osvjetljenje, muzika i mirisi, kao faktori ambijenta maloprodajnog okruženja utiču na ponašanje kupaca. Cilj rada je da se naglasi značaj adekvatnog upravljanja faktorima ambijenta sa svrhom poboljšanja poslovnih rezultata maloprodavaca. Pregled literature u ovom radu može biti od koristi maloprodavcima koji u svoje strateške ciljeve implementiraju i upravljanje faktorima ambijenta maloprodajnog objekta.

Suggested Citation

  • Dejan Tešić, 2024. "Uticaj Faktora Ambijenta Na Ponašanje Kupaca U Maloprodaji (The Influence Of Ambient Factors On The Behaviour Of Shoppers In Retail Facilities)," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 55, pages 27-43, September.
    • Handle: RePEc:beo:ekidpr:y:2024:i:55:p:27-43
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    File URL: https://www.ekof.bg.ac.rs/journals/eip/55/03.pdf
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    More about this item

    Keywords

    faktori ambijenta; ponašanje kupaca; maloprodaja;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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