Ocena tipov prodajnega vedenja s stališča kupca v okviru medosebnih značilnosti
DOI:
https://doi.org/10.32015/JIBM.2021.13.2.1Ključne besede:
prodajno vedenje; potrošnik; medosebni odnosi; spol; kraj prebivalcevPovzetek
Glavni cilj študije je oceniti 4 vrste prodajnega vedenja prodajalcev z vidika kupca (razlike med spoloma in razlike v kontekstu kraja bivanja). V tem vzorcu so sodelovali 203 anketiranci (62% žensk in 38% moških), stari od 17 do 45 let (povprečje = 23,458, standardni odklon = 3,482), od tega je bilo 64% udeležencev, ki živijo v mestu, in 36% udeležencev, ki bivajo na na podeželju. V raziskovalni študiji je bila uporabljena metodologija DOS-Z Kovalove in Birknerjeve (2018), namenjena oceni štirih dejavnikov prodajnega vedenja trgovcev z vidika kupcev, hkrati z uporabo skrajšane različice metodologije IAS (Interpersonal Adjective Scales), ki jo je izdelal Wiggins (1991), upoštevajoč tudi raven medosebnih odnosov. Pri oceni stresnega prodajnega vedenja so bile ugotovljene statistično pomembne razlike med spoloma, pri čemer so ženske vrsto prodajnega vedenja ocenile kot bolj stresno.
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