Title: The research on buying behaviour among group buyers: the case of Croatia

Authors: Ivana Stulec; Kristina Petljak

Addresses: Department of Trade, Faculty of Economics and Business Zagreb, University of Zagreb, J.F. Kennedy Square 6, 10000 Zagreb, Croatia ' Department of Trade, Faculty of Economics and Business Zagreb, University of Zagreb, J.F. Kennedy Square 6, 10000 Zagreb, Croatia

Abstract: In Croatia, first group buying website appeared in 2009 and today there are 40 active group buying websites. For the purpose of this paper, a primary research was conducted among social network fans of group buying websites. The research instrument was online questionnaire. The purpose of the research was to profile group buyers in Croatia regarding their demographic and behavioural characteristics and to identify factors customers take into consideration when deciding whether to make a purchase and which group buying websites to use. Results analysis was conducted using parametric and non-parametric test for comparing means and assessment of characteristics independence. Research findings imply that customers' demographic characteristics significantly affect their group buying behaviour and that some factors have detrimental effect on adopting of online group buying. Research findings are expected to help group buying websites to attract new customers, keep existing ones satisfied and learn how to distinguish themselves from their competitors.

Keywords: internet; group buying websites; quantity discounts; social networks; students; survey; Croatia; buying behaviour; demographics; purchasing decisions; online group buying.

DOI: 10.1504/IJKBD.2013.058533

International Journal of Knowledge-Based Development, 2013 Vol.4 No.4, pp.382 - 401

Accepted: 03 Sep 2013
Published online: 31 Mar 2014 *

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