| Abstract [eng] |
The aim of this master work is to justify in theory and empirically check pecularities of impulsive buying in fashion products‘ market. The object is the comception of impulsive buying in fashion products‘ market. The work consists of the four main parts. The first part of the master work describes importance and complexity of the pecularities of impulsive buying in fashion products‘ market. Also you will find a number of researcher‘s studies describing impulsive buying phenomena. This part either presents types of impulsive buying and identified factors that influence the impulsive buying. Finally, it shows that there are many explanation of impulsive buying. In the second part you will find the theoretic model of impulsive buying in fashion products‘ market. Also this part presents the methodology of impulsive buying in fashion products‘ market research. The third part describes the results of empirical research of impulsive buying in fashion products‘ market. This study analizes both consumer‘s tendency of buying on impulse and comsumer‘s emotional and cognitive reaction in the buying enviromnent where the situational and personal factors infulence the impulsive purchasing process. 215 respondents participated in the research. The fourth part of this master work delivers conclusions and suggestions of analysis and research. In order to make it more transparent the work contains of 25 pictures and 3 tables. The theoretic analysis has been prepared using English and Lithuanian literature. |
