Vol. 10, No 2, 2013 pp. 147 - 164
UDC 366.1
THE RESEARCH OF COGNITIVE AND AFFECTIVE BEHAVIOUR DURING SHOPPING
Igor Trandafilović1, Vesna Pašić1, Snežana Perunović2
1Faculty of Management Zajecar, Megatrend University – Belgrade
2Jagodina General Hospital
The paper deals with the field research of cognitive and affective aspects of behaviour during shopping. The sample includes 100 respondents and the data are collected by means of questionnaires with already structured responses. The results show that women prefer buying more than men, that they are more prone to affective (impulsive) behaviour when shopping, while men consider more options. Better educated respondents are more prone to cognitive behaviour in shopping than less educated. People express more cognitive behaviour as they get older. When buying more expensive and significant products cognition dominates above the affect. This paper has both practical and theoretical meaning because it can help those who do marketing, but it can also serve as a basis for further research of better understanding of consumer behaviour.
Key Words: cognition, affect, consumer behaviour, marketing
ISTRAŽIVANJE KOGNITIVNOG I AFEKTIVNOG PONAŠANJA PRILIKOM KUPOVINE
Rad sadrži terensko istraživanje kognitivnih i afektivnih aspekata ponašanja prilikom kupovine. Uzorak obuhvata 100 ispitanika a podaci su prikupljani metodom upitnika sa unapred struktuiranim odgovorima. Pokazalo se da žene više vole da kupuju od muškaraca, da su sklonije afektivnom (impulsivnom) ponašanju u kupovini dok muškarci kupuju razmatrajući više alternativa. Obrazovaniji ispitanici su skloniji kognitivnom ponašanju u kupovini od niže obrazovanih ispitanika. Sa višim brojem godina češće se javlja kognitivno ponašanje ispitanika. Prilikom kupovine skupljih i značajnijih proizvoda dominira kognicija u odnosu na afekt. Rad ima praktični i teorijski značaj jer može služiti učesnicima u praksi marketinga ali i kao baza za neka dalja istraživanja sa ciljem boljeg razumevanja potrošača.
Ključne reči: kognicija, afekt, ponašanje potrošača, marketing