THE IMPORTANCE OF DEMOGRAPHIC FACTOR OF CONSUMERS ON PURCHASING DECISIONS

This work will explore the way demographic characteristics influence purchasing decisions on the example of buying technical products. Research for this work was conducted in the area of northeast of Bosnia and 192 examinees have filled out the questionnaire. After factor analysis were completed allegations of purchasing decisions are grouped into six factors, but two factors discarded from further analysis because the data collected for these factors were not reliable, as the results of values of Cronbach’s Alpha indicators showed. Results of Multivariate analysis of variance (MANOVA) showed that gender, income level and employment status of examinees significantly influence the purchasing decisions among consumers. Analysis of variance (ANOVA) has further shown that females who have income less than 400 KM and have less than 25 years the most of the time are dedicating to purchasing decisions. The results of this analysis showed that the most satisfied with their purchasing decisions are male respondents who have incomes of 400 and 800KM, and at the same time are students and have less than 25 years. results of the MANOVA analysis showed that for the following basic demographic characteristics there is a significant statistical difference which showed that gender, income level and the status of respondents play a significant role in purchasing decisions. Three hypotheses are proven in this research, while other three hypotheses are discarded, because it is proven that there is no significant statistical difference in following basic characteristics of the respondents: level of education, age and number of household members.