Vuko ić, Ma ija; Ma ušić, Filipa; Mihalje ic, Anđelina
A icle
Income's mode a ing e ec on he 4P's in luence on
pu chase in en ion: The Ga nie cosme ics case
C oa ian Re iew o Economic, Business and Social S a is ics (CREBSS)
P o ided in Coope a ion wi h:
C oa ian S a is ical Associa ion (CSA), Zag eb
Sugges ed Ci a ion: Vuko ić, Ma ija; Ma ušić, Filipa; Mihalje ic, Anđelina (2025) : Income's
mode a ing e ec on he 4P's in luence on pu chase in en ion: The Ga nie cosme ics case, C oa ian
Re iew o Economic, Business and Social S a is ics (CREBSS), ISSN 2459-5616, C oa ian S a is ical
Associa ion (CSA), Zag eb, Vol. 11, Iss. 1, pp. 51-66,
h ps://doi.o g/10.62366/c ebss.2025.1.004
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C oa ian Re iew o Economic, Business and Social S a is ics 51
CREBSS 11(1):51–66
Income’s mode a ing e ec on he 4P’s in luence on pu chase in en ion:
The Ga nie cosme ics case
Ma ija Vuko i´
c1,*, Filipa Ma uši´
c1and Anðelina Mihalje i´
c1
1Uni e si y o Spli , Facul y o Economics, Business and Tou ism
Spli , C oa ia Q
ARTICLE TYPE
P elimina y communica ion
ARTICLE INFO
Recei ed: Feb ua y 2, 2025
Accep ed: Ap il 30, 2025
DOI: 10.62366/c ebss.2025.1.004
JEL: C39, M30, M31
SUMMARY
The pape p esen s how he ma ke ing mix elemen s in luence he cus-
ome s’ pu chase in en ion in he con ex o Ga nie cosme ic p oduc s
and looks a he mode a ing ole o cus ome income. The ma ke ing
mix o 4P can be a way o c ea e p o i able ma ke ing s a egies and
mo i a e cus ome s o pu chase a p oduc . A sample o 230 espon-
den s was included in a su ey analysis. The da a we e analyzed wi h
pa ial leas squa es s uc u al equa ion modeling (PLS–SEM). The e-
sul s showed only he p oduc elemen o ma ke ing mix had signi -
ican e ec on pu chase in en ion. Rega ding he mode a ing e ec
o income, he lowe –income esponden s showed highe p ice sensi-
i i y while p omo ion had in luence on highe –income esponden s.
The s udy con ibu es o ce ain ex en o beau y indus y ma ke ing
s a egies on example o a well–known global b and.
KEYWORDS
Ga nie , income, ma ke ing mix, PLS–SEM, pu chase in en ion
1. In oduc ion
The beau y indus y is g owing as cus ome s’ pe cep ion o hei physical appea ance and
a ac i eness ha e inc eased demand o beau y and cosme ic p oduc s. Pu chasing beau y
p oduc s can be a complex ask as he pu chase a ec s an indi idual’s o e all physical ap-
pea ance, and he mos signi ican de e minan s when buying cosme ics and beau y p oduc s
a e p oduc unc ionali y, p icing, p oduc appea ance o packaging, and usage in o ma ion
(Kim and Seock,2009). As cus ome s p io i ize sel –ca e and wellness, he cosme ics and
beau y indus y has g own almos con inuously since 2004 (excep o a small se back du -
ing he 2020 COVID–19 pandemic) and i is expec ed o each e enue o app oxima ely 129
billion USD by 2028. The Ga nie beau y b and is pa o he Consume P oduc s di ision as
pa o he L’O éal g oup and has ou ca ego ies o p oduc s: hai ca e, hai colo , skinca e,
and sun ca e. I was one o he i s b ands ha p omo ed he use o na u al o igin ing e-
dien s and cu en ly ma ke s i sel as a sus ainable b and while wo king on becoming mo e
en i onmen ally iendly. The L’O éal g oup is a leading cosme ics b and in he wo ld which
gene a ed global sales e enue o 41.18 billion eu os in 2023, wi h Consume P oduc s aking
∗Co esponding au ho
©2025 Copy igh o his a icle is e ained by he au ho (s)
This is an open access a icle unde he CC BY–NC–ND 4.0 license
52 Vuko i´c, Ma uši´c & Mihalje i´c
36.85% o he o al sales while achie ing g ow h in sales o 12.60% and Ga nie su passing
1 billion e enues in sales. This all makes Ga nie one o he mos popula cosme ic b ands
in he beau y indus y. The u iliza ion o he e m "na u al" on p oduc labels is inc easingly
ecognized as an impo an ac o in boos ing sales, as indi iduals hold he belie ha includ-
ing na u al ing edien s enhances he quali y and heal h bene i s o beau y goods (Kim and
Seock,2009). Nowadays cus ome s a e adop ing a sus ainable li es yle, and his mo i a es
he beau y indus y o in es mo e in en i onmen ally iendly p oduc s, se ices, package
design, and adjus ing hei ma ke ing s a egy ( ˇ
Cu and Pandža Baja,2016). Global b ands
can in luence cus ome beha io and a i udes and use cen alized ma ke ing echniques o
main ain he consis ency o he b and and in luence cus ome iden i y by sha ing hei alues
(Ba sch e al.,2016).
Ma ke ing is he p ocess o c ea ing, communica ing, deli e ing, and exchanging alue
p oduc s o se ices o cus ome s, clien s, pa ne s, and socie y a la ge, as s a ed by he
Ame ican Ma ke ing Associa ion. I in ol es a ious ac i i ies, ins i u ions, and p ocedu es.
The concep o he ou Ps o ma ke ing (4P’s) con ains he undamen al elemen s ha con-
s i u e an e ec i e ma ke ing s a egy. The 4P’s, also known as ma ke ing mix, includes
p oduc , p ice, place and p omo ion and he use o ma ke ing mix s a egy enables ma -
ke e s o alloca e esou ces o mee he expec a ions o cus ome s (Singh e al.,2014). A
p oduc comp ises i s a ibu es, coun y o o igin, and amilia i y. The p ice comp ises he
lis p ice, deduc ions, allowances, and c edi e ms. The place comp ises channels, places, and
anspo a ion. P omo ion includes ad e ising, pe sonal sales, and sales p omo ion (Khem-
cho igoon and Kaenmanee,2022). I is impo an o look in o he cus ome pe cep ion o he
4P’s o consume p oduc s (Jiménez–Pa a e al.,2014;Singhal e al.,2019), as he 4P’s a ec
pu chase in en ion and decision–making while choosing a p oduc (Singh e al.,2014). The
comp ehension o how consume s pe cei e he 4P’s is impo an since hese pe cep ions can
impac hei beha io and pe cei ed alue (Shashi e al.,2023;Singhal e al.,2019).
In he pape , he ele an li e a u e ega ding pu chase in en ion and 4P’s is p esen ed
and ollowed by da a sampling and me hodology, connec ed o a su ey ega ding he pu -
chase in en ion o Ga nie cosme ic p oduc s. Pa ial leas squa es s uc u al equa ion mod-
eling (PLS–SEM) is used o analyze he da a. The esul s and discussion a e ollowed by a
conclusion and implica ions o u u e esea ch.
2. Li e a u e e iew
To mee cus ome demands, ma ke e s need o make su e he 4P’s ha e ollowing ea u es:
he p oduc mus ha e p ope ea u es, he p ice mus be app op ia e, he p oduc s should
be a ailable a he igh ime and sui able place and in o ma ion abou p oduc s should be
a ailable and p esen ed o speci ic a ge g oups (Wee asi i e l.,2016). Acco ding o Ho e
al. (2022), he objec i e o he p oduc o se ice is o be success ully ma ke ed and sold o
cus ome s. A p oduc is a se ice o physical i em ha people pu chase, including i s de-
sign, asso men , packaging, cha ac e is ics, and quali y (Al–Dmou e al.,2022).The p ice
has an impac on cus ome s’ decision–making p ocess and mos cus ome s a e willing o
pay a highe p ice i hey hink he p oduc o e s added alue (D opuli´c and K upka,2020;
Mahmoud e al.,2017;Tang e al.,2014). P omo ion consis s o communica ing he bene i s
o a p oduc o se ice o consume s and includes ac i i ies such as PR, ad e ising, push
and d aw p omo ion, and sales de elopmen (Ho e al.,2022). Place suppo s he deli e y o
Income’s mode a ing e ec on he 4P’s in luence on pu chase in en ion: The Ga nie cosme ics case 53
p oduc s o clien s and ensu es a s aigh o wa d pu chasing p ocess while including pa -
ne ships wi h dis ibu ion channels, logis ics, in en o y con ol, managemen o in en o y,
modali ies o anspo a ion, cos educ ion in dis ibu ion, shel a angemen , and loca ion
(Ho e al.,2022). The 4P’s can a ec consume pu chasing decisions h ough he modi ica ion
o company ac i i ies (Al–Dmou e al.,2022).
Acco ding o a s udy by Al–Dmou e al. (2022), cus ome pe cep ion and 4P’s ha e an
impac on pe cei ed alue, and hey ound cus ome beha io can be a ec ed by pe cei ed
alue and a i ude. A he same ime, cus ome beha io can a ec pu chase in en ion while
4P’s can in luence bo h pu chase in en ion and cus ome beha io (Walia e al.,2019). Pu -
chase in en ion s ands o cus ome beha io owa ds p oduc se ice and hei willingness
o pu chase a se ice o a p oduc (Al–Dmou e al.,2022) o hei an icipa ed pu chases (Zei-
haml e al.,1996) and i can help accu a ely an icipa e u u e pu chases (Khemcho igoon and
Kaenmanee,2022). Howe e , some imes cus ome willingness can cause disc epancy be ween
in en ion and beha io (Hassan,2014;T i edi e al.,2015). Pu chase in en ion is in luenced
by 4P’s, and i p esen s how much a cus ome is sa is ied wi h a speci ic p oduc o se ice,
leading o he p oduc sale (Al–Dmou e al.,2022). Enhancing consume s’ pe cep ions o
p oduc s, p ice, p omo ion, and place can inc ease b and loyal y and pu chase in en ion and
4P’s can ha e a la ge impac on b and loyal y and cus ome in en ion o pu chase (Yuliasih e
al.,2021). The pu chase in en ion helps unde s and he pu chasing beha io in he u u e and
p esen s indi iduals’ mo i a ion o decide be ween buying a p oduc o se ice (Ri aNing yas
e al.,2022).
Companies make decisions on p oduc quali y, p icing, p omo ion, and placemen o
each he a ge audience. Cus ome s buy p oduc s ha ha e he igh ma ke ing mix, which
answe s he needs o cus ome s and p o ides las ing alue (Mi al e al.,2021;Kuma and
Reina z,2016). The cus ome ’s pe cep ion o he 4P’s and eadiness o y he p oduc o
se ice o e ed is di ec ly in luenced by he pe cei ed quali y (Chou e al.,2020). Du ing he
p ocess o making pu chase decisions, consume s assess and compa e mul iple op ions, and
he le el o cus ome us in he p oduc s can in luence he pu chase in en ion (Lee and Lee,
2021;Ma ina e al.,2015). Pu chase in en ion is he pe cep ion o wha shoppe s in end o
pu chase and i has an impo an ole in o ming ma ke ing decisions ela ed o he 4P’s as
hey gi e eedback on how many p oduc s a e needed depending on demand (Singh e al.,
2014). Cu en esea ch con i ms he e ec i eness o 4P’s in in luencing cus ome s’ pu chase
in en ions, wi h an emphasis on he p icing elemen . P e ious esea ch showed ma ke ing
mix elemen s posi i ely impac pu chase in en ion (Al–Dmou e al.,2022;Kusumawa i e
al.,2014). The posi i e impac o he 4P’s is shown when pu chase in en ion is a ec ed by
pe cei ed alue (Shashi e al.,2023).
The companies should inco po a e all componen s o ma ke ing s a egy, pa icula ly
he 4P’s, in o an in eg a ed s a egic plan ha is backed up by an unde s anding o consume
beha io s (Kuma and Pandey,2017). Pu chase in en ion is an impo an componen in he
beau y indus y, as i in luences pu chases, p e e ences, and demand, and can s eng hen
he b and’s ma ke posi ion (Macheka e al.,2023). When pu chasing cosme ic p oduc s
ma ke ing mix has in luence on pu chase in en ion and can help a ge speci ic cus ome s
(Al–Dmou e al.,2022;Nug oho and I ena,2017). Cus ome p ice sensi i i y a ec s ma -
ke ing s a egies and p icing, while income–consump ion heo y s a es ha income quan i y
in luences he possibili y o pay o a p oduc o se ice (Qiuqin e al.,2023). Income a ec s
he pu chasing in en ion o po en ial cus ome s whe e indi iduals wi h highe income le els
54 Vuko i´c, Ma uši´c & Mihalje i´c
a e likely o be less sensi i e o p ices and mo e in e es ed in p oduc de ails han in he p ice
i sel (Ti uwa e al.,2018). Ou o all he demog aphics o an indi idual, income is an as-
pec ha can in luence consump ion pa e ns and p esen s a c ucial pu chasing asse (Ramya
and Ali,2016). Household income, ma i al s a us, e hnici y, consume li es yle, and li e cycle
a e impo an elemen s in ma ke segmen a ion. Toge he wi h age and gende , income is a
c ucial demog aphic aspec in pu chase decision-making p ocesses (Abdel e al.,2023).
3. Resea ch hypo heses, da a and me hodology
Conside ing he li e a u e e iew, 4P’s ha e a la ge impac on he pu chase in en ion and
beha io o cu en and u u e cus ome s. The e o e, he ollowing esea ch hypo heses a e
p oposed:
H1. 4P’s ha e a signi ican posi i e e ec on Ga nie p oduc s pu chase in en ion
H1.a P oduc has a signi ican posi i e e ec on he Ga nie p oduc s pu chase in en ion
H1.b P ice has a signi ican posi i e e ec on he Ga nie p oduc s pu chase in en ion
H1.c P omo ion has a signi ican posi i e e ec on he Ga nie p oduc s pu chase in en ion
H1.d Place has a signi ican posi i e e ec on he Ga nie p oduc s pu chase in en ion
Addi ionally, as income is he mos signi ican aspec in luencing consume s’ pu chase
decisions, ano he hypo hesis is es ablished:
H2. Income has a signi ican mode a ing ole on he ela ionships be ween he 4P’s and he
pu chase in en ion o Ga nie p oduc s
Da a o conduc ing he esea ch and es ing he hypo heses we e collec ed wi h a su ey
ques ionnai e. Su ey analysis was chosen as he mos sui able app oach o da a collec ion
since he esea ch ocuses on psychological cons uc s, such as a i udes, pe cep ions, and
in en ions, which a e cen al o he ield o consume beha io in he b oade beha io al
economics con ex . Random sampling me hod was used o selec pa icipan s om he gen-
e al C oa ian popula ion. The su ey was dis ibu ed online in he pe iod om Ma ch o
Sep embe 2023 o a andomly selec ed g oup o indi iduals who me he c i e ia o he
a ge popula ion, which included adul s aged 18 o mo e. The andom selec ion p ocess
was chosen in o de o minimize biases and ensu e ha he sample would be ep esen a i e
o he popula ion. The su ey was based on he esea ch o Nug oho and I ena (2017). In
addi ion o basic ques ions abou he consume s’ socio–demog aphic cha ac e is ics, he su -
ey included ques ions ega ding he usage o cosme ic p oduc s, bo h in e ms o ime and
money. Addi ionally, he esponden s we e asked o indica e how s ongly hey ag ee wi h
ce ain s a emen s abou he ou elemen s o he 4P’s (1 =s ongly disag ee, 5 =s ongly
ag ee). The measu emen i ems, adap ed om Nug oho and I ena (2017), we e selec ed as a
alida ed scale o assessing key cons uc s wi hin he ma ke ing mix and pu chase in en ion.
Thei esea ch demons a ed ha hese i ems e ec i ely measu e a ious componen s o he
ma ke ing mix, including p oduc a ibu es (e.g., p oduc a ie y, quali y, design, ea u es),
p icing ac o s (e.g., p ice compe i i eness, a o dabili y, p ice– o–quali y a io), p omo ion
elemen s (e.g., ad e ising, sales p omo ion, public ela ions, social media ma ke ing, and
Income’s mode a ing e ec on he 4P’s in luence on pu chase in en ion: The Ga nie cosme ics case 55
di ec ma ke ing), and place ac o s (e.g., loca ion and accessibili y). Ga nie was chosen as a
ep esen a i e b and since i has been p esen on he cosme ics scene o a signi ican pe iod.
Al hough he cosme ics scene has been shaped and adap ed as di e en gene a ions ha e
come and gone, i emains on he ma ke as one o he mos known b ands, amilia o a
wide ange o consume s. The inal sample includes 230 esponden s.
Table 1.
Su ey esponden s desc ip ion (N=230)
Va iable Ca ego y F equency Pe cen
Gende Male 89 38.70%
Female 141 61.30%
Gene a ion
Baby boome s 10 4.35%
Gene a ion X 22 9.57%
Gene a ion Y 70 30.43%
Gene a ion Z 128 55.65%
Mon hly income
≤600 EUR 117 50.87%
601–1000 EUR 46 20.00%
1001–1500 EUR 38 16.52%
1501–2400 EUR 38 16.52%
≥2401 EUR 14 6.09%
Cosme ics usage du a ion
<1 yea 28 12.17%
1–2 yea s 24 10.43%
3–6 yea s 60 26.09%
≥7 yea s 118 51.30%
Mon hly expendi u e on skinca e p oduc s
≤30 EUR 115 50.00%
31–60 EUR 79 34.35%
61–100 EUR 28 12.17%
≥100 EUR 8 3.48%
Daily usage o cosme ics
<4 p oduc s 130 56.52%
4–7 p oduc s 77 33.48%
8–11 p oduc s 18 7.83%
12–15 p oduc s 2 0.87%
≥16 p oduc s 3 1.30%
Sou ce: au ho s’ cons uc ion
Table 1 p esen s he desc ip i e s a is ics o he sample. The e is a la ge sha e o women
(61.30%) in he sample, compa ed o men (38.70%). This is expec ed since women a e in e -
es ed in cosme ics and skinca e mo e han men. Mos o he esponden s belong o Gene -
a ion Z, ollowed by Gene a ion Y. The mon hly income o he esponden s is ela i ely low
since hal o hem (50.87%) ha e only 600 eu os o income o less. This migh also be because
mos o he esponden s belong o Gene a ion Z, he younges gene a ion, so i is assumed
ha no all o hem a e employed ye . The lowes numbe o esponden s ha e an income
o 2401 eu os o mo e (6.09%). Al hough mos o he people belong o he younges age
g oup, hal o hem use cosme ic p oduc s o 7 yea s o longe (51.30%), and 26.09% o he
esponden s use cosme ic p oduc s o 3–6 yea s. This indica es ha mos o he people om
he sample can be conside ed expe ienced use s o skinca e p oduc s. Howe e , mon hly
expendi u e on skinca e p oduc s is mos ly (50.00%) up o 30 eu os. A e y low numbe o
56 Vuko i´c, Ma uši´c & Mihalje i´c
esponden s a e willing o spend 100 eu os o mo e on cosme ic p oduc s mon hly. Mos
o he esponden s use less han 4 p oduc s daily (56.52%), ollowed by hose who use 4–7
p oduc s a day (33.48%). An ex emely high numbe o cosme ic p oduc s usage is e y a e
among he esponden s in he obse ed sample, showing ha only 2.17% use 12 o mo e
p oduc s.
Resea ch hypo heses a e ocused on he impac o he 4P’s: p oduc , p ice, p omo ion,
and place on he in en ion o pu chase Ga nie p oduc s. A mode a ing e ec o income on
hese ela ionships is obse ed. Pa ial leas squa es s uc u al equa ion modeling (PLS–SEM)
was used o es he hypo heses since a composi e model wi h la en a iables was es ed.
Addi ionally, all o he ela ionships, including he mode a ing e ec o income, a e es ed
simul aneously. PLS–SEM is also adequa e since he assump ion o mul i a ia e no mali y
was no me , which was con i med by Ma dia’s mul i a ia e skewness and ku osis es s
(p<0.001). Finally, measu ed a iables a e gi en in he o m o a quasi–me ic scale (Like
scale), and he esea ch aims no only o explain bu also o p edic he pu chase in en ion
o consume s wi h hei a i udes abou 4P’s. Causal–p edic i e esea ch goals imply ha
he use o PLS–SEM is con enien (Hai e al.,2017;Sa s ed a al.,2023;Vuko i´c,2024).
Sma PLS 4 was used o es he esea ch model.
Table 2 shows he cons uc s wi h hei co esponding i ems. These i ems ep esen he
indica o s o each cons uc in he model. Acco ding o he mean and s anda d de ia ion o
he cons uc s, conclusions abou gene al a i udes can be made.
Table 2.
I ems in he model wi h espec o cons uc s
Cons uc Code Measu emen i em Mean SD
P oduc
PROD1 Ga nie has many a ie ies in each p oduc ca ego y
0.69 0.22
PROD2 Ga nie p oduc s can pe o m hei designa ed unc ion
PROD3 Ga nie p oduc s ha e a p ac ical design
PROD4 Ga nie is a well–known b and
PROD5 Ga nie has a ac i e packaging
P ice
PRICE1 Ga nie has a compe i i e p ice compa ed o i s compe i o s
0.63 0.25PRICE2 Ga nie p oduc s a e a o dable
PRICE3 Ga nie p ice is app op ia e o i s quali y
P omo ion
PROM1 Ga nie ’s TV ad e isemen is in e es ing
0.57 0.23
PROM2 Ga nie magazine ad e isemen is in e es ing
PROM3 Ga nie o en gi es discoun s
PROM4 Ga nie in ol emen in dona ions imp o es i ’s image
PROM5 Ga nie social media accoun s a e in o ma i e
PROM6 Ga nie online ca alog summa izes he whole p oduc
Place PLACE1 Ga nie s o e loca ions a e no a o me 0.76 0.26
PLACE2 Ga nie s o e loca ions a e easy o access
Pu chase
in en ioin
INT1 I in end o buy Ga nie p oduc s in he u u e
0.56 0.27
INT2 I in end o buy Ga nie p oduc s again in he u u e
INT3 I p e e Ga nie o e any o he cosme ic b and
INT4 I will ecommend Ga nie p oduc s o o he s
Sou ce: au ho ’s cons uc ion acco ding o Nug oho and I ena (2017)
Income’s mode a ing e ec on he 4P’s in luence on pu chase in en ion: The Ga nie cosme ics case 57
When conside ing he dimensions o he p oduc , he consume s end o ha e sligh ly
posi i e pe cep ions owa d Ga nie p oduc s, conside ing hei a ie y, quali y, design, b and,
and packaging. Simila ly, he esponden s a e neu al o sligh ly posi i e when i comes o
p ice compe i i eness, a o dabili y, and p ice o quali y o Ga nie p oduc s. When i comes
o p omo ion, he gene al a i ude o he esponden s is ela i ely neu al and lowe com-
pa ed o he opinions o p oduc and p ice elemen s. In con as , he e a e gene ally posi i e
a i udes abou he place, i.e. he loca ion o Ga nie s o es. Ga nie p oduc s a e a ailable
in many di e en s o es; hus hei loca ions a e nea many po en ial consume s, especially
since hey a e a ailable in all shopping malls in C oa ia. Wi h espec o pu chase in en ion,
people a e mos ly neu al as o whe he hey will buy and ecommend Ga nie o o he s.
Howe e , he e is a low le el o p e e ence o Ga nie p oduc s o o he cosme ic b ands.
Al hough he esponden s ecognize Ga nie as a amous and well–known b and, consid-
e ing he ise o skinca e popula i y, ollowed by nume ous p oduc s by many b ands, he
esponden s ha e become pickie and mo e s udious when i comes o skinca e. Taking all
he abo e in o accoun , i is clea ha he mos posi i e aspec o he 4P’s o Ga nie skinca e
p oduc s is he aspec o place. Ga nie mus ocus on o he elemen s o he 4P’s o imp o e
people’s pe cep ion o hei p oduc s.
Since da a we e collec ed wi h a sel –adminis e ed ques ionnai e, common me hod bias
(CMB) was add essed by employing a ull collinea i y es wi h a andom a iable, as ec-
ommended by Kock (2015). CMB is a phenomenon caused by he measu emen me hod
ins ead o he s udied ela ionships in he model (Kock,2015). While a iance in la ion ac o
(VIF) adi ionally assesses mul icollinea i y be ween independen a iables, in he con ex
o CMB assessmen , i helps iden i y i measu emen me hod biases a e a i icially in la ing
ela ionships be ween a iables (Conway and Lance ,2010). The ull collinea i y es wi h a
andom a iable examines whe he all cons uc s (including a andom a iable) a e exces-
si ely collinea (Table 3). Since all VIFs a e lowe han 3.3, i indica es low mul icollinea i y,
sugges ing ha he e is no CMB issue in he model (Kock and Lynn,2012;Kock,2015).
Table 3.
Full collinea i y VIFs o es ing CMB
Cons uc INT PLACE PRICE PROD PROM
VIF 1.309 1.550 2.046 2.370 2.141
Sou ce: au ho ’s cons uc ion
4. Resul s and discussion
The model includes ou exogenous cons uc s, which include 4P’s: p oduc (PROD), p ice,
p omo ion (PROM), and place. Pu chase in en ion (INT) ep esen s he endogenous cons uc
explained and p edic ed by hese ac o s. Addi ionally, income ep esen s he mode a ing
a iable, used o con ol o he e ec o consume s’ income on he ela ionship be ween hei
pe cep ion o each 4P’s elemen and pu chase in en ion. The ou e (measu emen ) model was
es ed o i s alidi y and eliabili y o he cons uc s. The esul s in Table 4 indica e ha all
loadings a e e y high and s a is ically signi ican . Addi ionally, a e age a iance ex ac ed
(AVE) alues a e abo e he cu o alue o 0.5, showing ha each cons uc explains abo e
50% o i s indica o s’ a iance (Hai e al.,2017). These indings con i m he exis ence o
good con e gen alidi y o he cons uc s. As o he eliabili y, he indica o s o Composi e
58 Vuko i´c, Ma uši´c & Mihalje i´c
eliabili y and C onbach’s alpha we e used in he analysis. All he alues o bo h indica o s
exceed he h eshold o 0.7, implying excellen in e nal consis ency eliabili y o he cons uc s
(Hai e al.,2017;Vuko i´c,2024). The e o e, i is concluded ha all i ems in he model
ep esen hei co esponding cons uc e y well.
Table 4.
Con e gen alidi y and eliabili y
Ou e A e age a iance Composi e C onbach’s
Cons uc I em loading ex ac ed eliabili y alpha
P oduc
PROD1 0.838***
0.682 0.914 0.885
PROD2 0.849***
PROD3 0.872***
PROD4 0.767***
PROD5 0.797***
P ice
PRICE1 0.889***
0.805 0.925 0.880PRICE2 0.893***
PRICE3 0.910***
P omo ion
PROM1 0.790***
0.640 0.914 0.886
PROM2 0.869***
PROM3 0.769***
PROM4 0.707***
PROM5 0.842***
PROM6 0.812***
Place PLACE1 0.949*** 0.922 0.960 0.917
PLACE2 0.971***
Pu chase
in en ion
INT1 0.940***
0.778 0.933 0.902
INT2 0.943***
INT3 0.715***
INT4 0.909***
No e: *** indica es signi icance le el a p<0.001
To ind ou i he cons uc s a e uly di e en om each o he , a disc iminan alidi y
es h ough he e o ai -mono ai a io (HTMT) was used (Table 5).
Table 5.
Disc iminan alidi y – HTMT a io
Cons uc INT PLACE PRICE PROD
PLACE 0.263
PRICE 0.498 0.667
PROD 0.518 0.735 0.871
PROM 0.455 0.585 0.819 0.789
Sou ce: au ho ’s cons uc ion
HTMT measu es he a io o he co ela ions o he i ems measu ing di e en cons uc s
o he co ela ions be ween he indica o s o he same cons uc . Thus, lowe alues a e
desi able o show ha he i ems ha a e modeled o measu e a ce ain cons uc a e be e a
explaining ha ce ain cons uc compa ed o any o he cons uc in he model (Hensele e
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66 Vuko i´c, Ma uši´c & Mihalje i´c
nis a
Mode i aju´ci uˇcinak doho ka na u jecaj elemena a 4P na namje u kupnje:
sluˇcaj Ga nie kozme ike
VRSTA ˇ
CLANKA
P e hodno p iop´cenje
INFORMACIJE O ˇ
CLANKU
P imljeno: 2. eljaˇce 2025.
P ih a´ceno: 30. a nja 2025.
DOI: 10.62366/c ebss.2025.1.004
JEL: C39, M30, M31
SAŽETAK
U o om se adu is ažuje u jecaj elemena a ma ke inškog miksa
na namje u kupnje po ošaˇca u kon eks u Ga nie kozme iˇckih
p oiz oda, uz analizu mode i aju´ce uloge doho ka po ošaˇca.
Ma ke inški miks (4P) p eds a lja po encijalni ala za obliko-
anje p o i abilnih ma ke inških s a egija i po icanje kupo ine.
U is aži anju je sudjelo alo 230 ispi anika, a podaci su anal-
izi ani modeli anjem s uk u alnim jednadžbama me odom
pa cijalnih najmanjih k ad a a (PLS–SEM). Rezul a i pokazuju
da jedino elemen p oiz oda s a is iˇcki znaˇcajno u jeˇce na nam-
je u kupnje. U pogledu mode i aju´ce uloge doho ka, ispi anici
s nižim doho kom pokazali su e´cu osje lji os na cijenu, dok je
p omo i na ak i nos imala u jecaj kod ispi anika s išim do-
ho kom. Is aži anje dop inosi azumije anju uˇcinko i ih ma -
ke inških s a egija u indus iji ljepo e na p imje u pozna og
globalnog b enda.
KLJU ˇ
CNE RIJE ˇ
CI
Ga nie , dohodak, ma ke inški miks, PLS–SEM, namje a kupnje
