Consumer tendency and Sensation seeking

Milić, Tamara. (2007). Consumer tendency and Sensation seeking. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Psychology. [mentor Čorkalo Biruški, Dinka].

Preview

PDF (Croatian) Download (255kB) | Preview

Abstract

The aim of this research was to establish the relationship between the consumer tendency and the trait of sensation seeking. Besides, the research wanted to deduce which products are most frequently bought unplanned and do such consumptions differ according to the sex of participants. Measuring instruments used in this research are: The Sensation Seeking Scale, The Consumer Tendency Scale which is designed particularly for this research, questions related to demographic caracteristics of participants and products that are most frequently bought unplanned. Factor analysis of The Consumer Tendency Scale has proved that it is consisting of two independent factors, impulse buying and situation factor, consequently we've checked the correlation of the trait of sensation seeking with both factors. The results have showen a low positive correlation between the impulse buying and the trait of sensation seeking. It hasn't been stated any stastically significant correlation of situation factor with the trait of sensation seeking. The products that participants most frequently buy unplanned are: clothes, food, cosmetics, beverage, footwear, jewellery, stationery, cellular phone card, books, magazines, CDs. Female and male participants differ in sequence of products which are most frequently bought unplanned. Therefore, female participants generally buy clothes, then cosmetics, followed by food. Whereas, male participants first accentuate food, then clothes and the rest (sports equipment, technology).

Actions (login required)

View Item