Retail management: generation z and their impulsive buying behavior in non-food retails

Fafílek, Michael; Kramoliš, Jan

doi:10.17512/pjms.2024.29.1.07

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Tytuł artykułu

Retail management: generation z and their impulsive buying behavior in non-food retails

Autorzy

Fafílek Michael , Kramoliš Jan

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DOI

10.17512/pjms.2024.29.1.07

Warianty tytułu

Zarządzanie handlem detalicznym: pokolenie z i ich impulsywne zachowania zakupowe w sklepach niespożywczych

Języki publikacji

Abstrakty

Paper is focusing on post-covid19 impulsive buying behavior and generation Z in a case of Central European transitional economies. Important is, that generation Z will be become full-fledged consumers with their own income. The aim of the paper is, how they are sensitive on impulsive buying behaviour. Previous research has not yet investigated impulsive buying behaviour on generation Z in the post-covid19 era in Central Europe. Based on literature review, four hypotheses identifying relationships were sets. Research design consists of survey-based quantitative research. The data (n=119) were obtained in 2023 through an online questionnaire survey. For statistical analyses were used p-value and the Pearson Chi-square Test. It was found, there is relationship between reason of impulsive purchase and impulsive buying behavior and relationship between gender and impulsive buying behavior, and it wasn’t found relationship between free funds to spend and impulsive buying behavior. Research was looking into product category which was bought impulsively by generation Z in last 6 months. Most sold product category impulsively were clothes and entertainment. This paper helps marketers with fresh information on which type of products are most impulse purchased in post-covid19 era. With the right marketing tools, it will then be easy for marketers to convince customers to buy these products.

Artykuł koncentruje się na impulsywnych zachowaniach zakupowych po pandemii Covid19 i pokoleniu Z w przypadku gospodarek przejściowych w Europie Środkowej. Ważne jest, aby pokolenie Z stało się pełnoprawnymi konsumentami posiadającymi własne dochody. Celem artykułu jest zbadanie, w jaki sposób są oni wrażliwi na impulsywne zachowania zakupowe. Wcześniejsze badania nie dotyczyły jeszcze impulsywnych zachowań zakupowych pokolenia Z w erze post-covid19 w Europie Środkowej. Na podstawie przeglądu literatury postawiono cztery hipotezy identyfikujące zależności. Projekt badania obejmuje badania ilościowe oparte na ankietach. Dane (n=119) uzyskano w 2023 r. w drodze ankiety internetowej. Do analiz statystycznych wykorzystano wartość p oraz test Chi-kwadrat Pearsona. Stwierdzono, że istnieje zależność między powodem impulsywnych zakupów a impulsywnymi zachowaniami zakupowymi oraz zależność między płcią a impulsywnymi zachowaniami zakupowymi, natomiast nie stwierdzono zależności pomiędzy wolnymi środkami do wydania a impulsywnymi zachowaniami zakupowymi. Badanie dotyczyło kategorii produktów, które pokolenie Z zakupiło impulsywnie w ciągu ostatnich 6 miesięcy. Najczęściej sprzedawaną kategorią produktów impulsywnie były ubrania i rozrywka. Artykuł dostarcza marketerom świeżych informacji na temat tego, jakie rodzaje produktów są najczęściej kupowane pod wpływem impulsu w erze po pandemii Covid19. Dzięki odpowiednim narzędziom marketingowym marketerom będzie łatwo przekonać klientów do zakupu tych produktów.

Słowa kluczowe

impulsive buying generation Z buying behavior retail management products categories

zakupy impulsywne pokolenie Z zachowania zakupowe kategorie produktów zarządzanie handlem detalicznym

Wydawca

Czestochowa University of Technology

Czasopismo

Polish Journal of Management Studies

Rocznik

2024

Tom

Vol. 29, No. 1

Strony

119--131

Opis fizyczny

Bibliogr. 59 poz., tab.

Twórcy

autor

Fafílek Michael

m_fafilek@utbc.z

Tomas Bata University, Czech Republic
m_fafilek@utbc.z

https://orcid.org/0000-0003-1737-6293

autor

Kramoliš Jan

kramolis@utb.cz

Tomas Bata University, Czech Republic

https://orcid.org/0000-0002-1687-8067

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).

Typ dokumentu

Bibliografia

Identyfikator YADDA

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