Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/33463
Type of publication: research article
Type of publication (PDB): Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija;Stakauskaitė, Greta
Title: Produkto pakuotės spalvos įtaka impulsyviems pirkimams
Other Title: The influence of product packaging colour on impulsive buying behaviour
Is part of: Organizacijų vadyba : sisteminiai tyrimai. Kaunas : Vytauto Didžiojo universitetas, 2016, [T.] 76
Extent: p. 107-116
Date: 2016
Keywords: Impulsyvus pirkimas;Spalva;Žvilgsnio sekimas;Impulsive buying;Colour;Eye tracking
Abstract: Impulsyvus pirkimas yra vartotojo atsako į stimulą pirkimo vietoje pasekmė, todėl vizualinė stimulo reprezentacija tampa labai svarbi. Pirmasis pastebimas vizualinis aspektas – spalva. Straipsnyje siekiama nustatyti produkto pakuotės spalvos įtaką impulsyviems pirkimams
Impulsive buying is the result of consumers’ response to a stimulus in the shopping environment, thus visual representation of the stimulus becomes very important. Colour is the first noticeable aspect of visual representation. Therefore, the aim of the article is to determine the influence of product packaging colour on impulsive buying behaviour
Internet: https://www.vdu.lt/cris/bitstream/20.500.12259/33463/1/ISSN2335-8750_2016_N_76.PG_107-117.pdf
https://hdl.handle.net/20.500.12259/33463
https://doi.org/10.7220/MOSR.2335.8750.2016.76.7
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Organizacijų vadyba: sisteminiai tyrimai / Management of Organizations: Systematic Research 2016, nr. 76
Universiteto mokslo publikacijos / University Research Publications

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