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Scientific paper - Original scientific paper
Segmenting the Baby Boomer generation: An example of Croatian consumers
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 31 (2018), 1; 47-63. urn:nbn:hr:155:764402
Pavlić, Ivana; Vojvodić, Katija; Puh, Barbara

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Pavlić, I., Vojvodić, K. & Puh, B. (2018). Segmenting the Baby Boomer generation: An example of Croatian consumers. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 31. (1), 47-63. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:764402

Pavlić, Ivana, et al. "Segmenting the Baby Boomer generation: An example of Croatian consumers." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 31, no. 1, 2018, pp. 47-63. https://urn.nsk.hr/urn:nbn:hr:155:764402

Pavlić, Ivana, Katija Vojvodić and Barbara Puh. "Segmenting the Baby Boomer generation: An example of Croatian consumers." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 31, no. 1 (2018): 47-63. https://urn.nsk.hr/urn:nbn:hr:155:764402

Pavlić, I., Vojvodić, K. and Puh, B. (2018) 'Segmenting the Baby Boomer generation: An example of Croatian consumers', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 31(1), pp. 47-63. Available at: https://urn.nsk.hr/urn:nbn:hr:155:764402 (Accessed 19 November 2024)

Pavlić I, Vojvodić K, Puh B. Segmenting the Baby Boomer generation: An example of Croatian consumers. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2018 June 21 [cited 2024 November 19];31(1):47-63. Available at: https://urn.nsk.hr/urn:nbn:hr:155:764402

I. Pavlić, K. Vojvodić and B. Puh, "Segmenting the Baby Boomer generation: An example of Croatian consumers", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 31, no. 1, pp. 47-63, June 2018. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:155:764402. [Accessed: 19 November 2024]

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Metadata
Title (english)Segmenting the Baby Boomer generation: An example of Croatian consumers
AuthorIvana Pavlić
AuthorKatija Vojvodić
AuthorBarbara Puh
Author's institutionUniversity of Dubrovnik
(Faculty of Economics and Business)
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract (english)
In today’s world, demographic ageing has become a global phenomenon that emphasizes the need for researching older consumers’ retail purchasing patterns and behaviour. Previous research failed to address this demographic segment in the context of the retail environment in Croatia. With this in mind, the present paper focuses on Croatian Baby Boomers in order to examine their level of satisfaction and loyalty to retail stores. The main purpose of this paper is to broaden current knowledge of Baby Boomers’ retail store attitudes and retail behaviour in order to identify distinct categories of this ageing segment. Therefore, empirical research was conducted from 1 June to 1 October 2016 using a purposive sample of 169 Baby Boomers. In order to achieve the main aim of this paper, cluster analysis, ANOVA and the t-test were used. The results reveal that Croatian Baby Boomers can be segmented into three main clusters, each with their specific characteristics. This research has given rise to many questions in need of further examination of this growing segment in order to better understand their behaviour.
Abstract (croatian)
Demografsko starenje danas postaje globalni fenomen koji naglašava potrebu istraživanja kupovnih obrazaca i ponašanja starijih potrošača. Prethodna istraživanja zanemarila su ovaj demografski segment u kontekstu hrvatskog maloprodajnog okruženja. S tim u vezi, rad se bavi generacijom hrvatskih Baby Boomera kako bi se istražila razina njihovog zadovoljstva i odanost prodavaonicama. Glavni je cilj rada proširiti postojeća znanja o maloprodajnim obilježjima i ponašanju ove generacijske skupine kako bi se identificirale njihove različite kategorije. Empirijsko istraživanje provedeno je od 1. lipnja do 1. listopada 2016. na prigodnom namjernom uzorku od 169 Baby Boomera. Klasterska analiza, ANOVA i t-test korištene su kako bi se postigao glavni cilj rada. Rezultati upućuju na to da se hrvatski Baby Boomeri mogu segmentirati u tri glavna klastera uzimajući u obzir njihove posebnosti. Istraživanje otvara brojna pitanja koja treba istražiti u kontekstu boljeg razumijevanja ponašanja ovog rastućeg segmenta potrošača.
Keywords (english)
Keywords (croatian)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. 31, no. 1, pp. 47-63, 4
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:155:764402
Publication2018-06-21
Document URLhttps://hrcak.srce.hr/201986
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2019-03-27 10:10:06