KREIRANJE STIMULATIVNOG UGOĐAJA KUPOVINE NA PRODAJNIM MJESTIMA DROGERIJA U REPUBLICI HRVATSKOJ / CREATING STIMULATIVE SHOPPING ATMOSPHERE IN DRUGSTORES IN THE REPUBLIC OF CROATIA

Abstract

This paper will present the research results on the subject of stimulative shopping atmosphere in Croatian drugstores for reasons of gaining competitive advantage. The study was conducted on a sample of 160 respondents in twenty cities in the Republic of Croatia. The aim of this study is to show the connection between consumer attitudes and the decision to purchase a particular product in the drugstore through stimulative shopping atmosphere. The introductory deals with consumer behavior when purchasing. Consumer behavior is a series of psychological and physical activities undertaken by an individual or group in the process of selecting, purchasing or consuming the products and/or services. Decision-making process consists of knowledge of the needs, gathering and evaluating information, purchasing decisions and post-purchase behavior. Marketing experts are trying to understand the customer behavior at every stage and impacts which are at work in due course. Consumer behavior and the propensity to consume is influenced by using certain marketing instruments. Research assumption in this paper is that the very form of retail and its differentiation from the competition may affect the consumer's decision to buy or not to buy the product and/or service. The conclusion will display the results of the study with the aim to draw attention to a specific approach to the process of creating the overall shopping experience while taking into account the efficiency of retail premises as a basis to increase market competitiveness and entrepreneurship in general.