University of Zagreb, Faculty of Economics and Business Zagreb
Abstract
Vrijeme utječe na četiri osnovne kupovne odluke, tj. što, kada, gdje i u kojoj količini kupiti. Iako trgovina na malo nije tradicionalno shvaćana kao djelatnost izložena vremenskom riziku, rezultati studija pokazuju da vrijeme ima signifikantan utjecaj na posjećenost prodavaonica i prodaju mnogih kategorija proizvoda. U radu su predstavljene teorije utjecaja vremenskih prilika na potrošnju i prodaju u trgovini na malo te je dan pregled rezultata postojećih relevantnih istraživanja. Ukratko, može se zaključiti da utjecaj vremenskih prilika na potrošnju i prodaju u trgovini na malo nije uniforman, već se razlikuje ovisno o mjesecu u godini, kategoriji proizvoda i formatu prodavaonice. Vremenski rizik u trgovini na malo predstavlja nedovoljno istraženo područje. U skladu s time, cilj rada jest razviti svijest o vremenskom riziku u trgovini na malo i postaviti osnovu za daljnja istraživanja.Weather affects four basic purchasing decisions: what, when, where and in what quantity to buy. Even though retail is not traditionally perceived to be a weather sensitive sector, results of studies show that weather has a significant impact on store traffic and sales of numerous product categories. The paper outlines theories on the effects of weather on consumer spending and retail sales, and gives an overview of the results of former relevant research studies. It can be concluded that the impact of weather on consumer spending and retail sales is not uniform, but that it varies depending on the month of the year, product category and store format. Therefore, further studies on weather sensitivity and weather risk in retail are necessary. The purpose of this paper is to help raise awareness of weather risk in retail, and to provide a firm foundation for future research on weather sensitivity and weather risk in retail
