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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. i 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. Preuzeto s 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, br. 1, 2018, str. 47-63. https://urn.nsk.hr/urn:nbn:hr:155:764402

Pavlić, Ivana, Katija Vojvodić i Barbara Puh. "Segmenting the Baby Boomer generation: An example of Croatian consumers." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 31, br. 1 (2018): 47-63. https://urn.nsk.hr/urn:nbn:hr:155:764402

Pavlić, I., Vojvodić, K. i 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), str. 47-63. Preuzeto s: https://urn.nsk.hr/urn:nbn:hr:155:764402 (Datum pristupa: 21.11.2024.)

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]. 21.06.2018. [pristupljeno 21.11.2024.];31(1):47-63. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:155:764402

I. Pavlić, K. Vojvodić i B. Puh, "Segmenting the Baby Boomer generation: An example of Croatian consumers", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 31, br. 1, str. 47-63, Lipanj 2018. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:155:764402. [Citirano: 21.11.2024.]

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Podaci o radu
Naslov (engleski)Segmenting the Baby Boomer generation: An example of Croatian consumers
AutorIvana Pavlić
AutorKatija Vojvodić
AutorBarbara Puh
Autorova ustanovaSveučilište u Dubrovniku
(Ekonomski fakultet)
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Marketing
Sažetak (engleski)
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.
Sažetak (hrvatski)
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.
Ključne riječi (engleski)
Ključne riječi (hrvatski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Izvorni znanstveni rad
Status objaveObjavljen
Vrsta recenzijeRecenziran
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Brojčani podacivol. 31, br. 1, str. 47-63, 4
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:155:764402
Datum objave publikacije2018-06-21
URL dokumentahttps://hrcak.srce.hr/201986
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Imenovanje-Nekomercijalno-Bez prerada 4.0 međunarodna (CC BY-NC-ND 4.0)
Datum i vrijeme pohrane2019-03-27 10:10:06