I.-D. ANIĆ, S. RADAS: The Impact of Situational Factors on Purchasing Outcomes... EKONOMSKI PREGLED, 57 (11) 730-752 (2006) 730 THE IMPACT OF SITUATIONAL FACTORS ON PURCHASING OUTCOMES IN THE CROATIAN HYPERMARKET RETAILER This paper applies Belk’s taxonomy (1975) to examine the impact of situational factors on shoppers’ purchasing outcomes in the Croatian hy- permarket setting. It explores how store environment, social surroundings, temporal perspective, shopping task and antecedent situational dimensions influence the amount of money spent and number of items purchased. The model itself was tested with data collected from a consumer survey, carried out in the Croatian hypermarket setting. Data was analyzed using descrip- tive statistics, including one-way analysis of variance. Research results indi- cate that social surroundings, high perceived density and large-scale shop- ping were factors that significantly contribute to higher level of purchasing outcomes. The longer a shopper stays inside the store, the more she or he spent. Shopping outcomes were shown to be the highest on Saturday and for shoppers who patronized one or two stores as compared to other days and other shopper types respectively. Contrary to expectations, no statisti- cally significant difference in purchasing outcomes was found across shop- per types grouped by store atmospheric responses, travel time to store and time of the day shopping. By using this model, retailers may better predict the consumer response to situational factors, and thus can design a store strategy that will encourage particular pattern of shoppers’ behaviour. Key words: hypermarket retailer, situational factors, consumer in-store purchasing behaviour, purchasing outcomes, store management Ivan-Damir Anić Sonja Radas* * I.-D. Anić, Ph.D. Research Associate (danic@eizg.hr) and S. Radas, Ph.D. Senior Research Associate (sradas@eizg.hr), both from The Institute of Economics, Zagreb. Paper recieved on July 19 th 2006. UDK 339.372.5(497.5) JEL Classification L81 Izvorni znanstveni rad