ANALYTICAL VIEW OF THE CONSUMER BEHAVIOUR OF SLOVAK CUSTOMERS IN THE ONLINE ENVIRONMENT
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The use of smartphones and tablets has made it possible for people to be at the same time in a shop and virtually on the web. Separating online and offline is losing from their meaning. Consumers want to purchase both in stores and on the Internet. At the same time, the seller’s website serves as a source of information for buyers who do not have to buy products on the Internet immediately, they can get information, and then make a purchase at a physical store (web-to-store). In this way, 70% of Europeans purchase products. Half of Europeans use price comparators to find the best option. Even in this case, the website plays a big role. The objective of the article is to evaluate the consumer behaviour of Slovak customers in the online environment.
Authors and Affiliations
Jakub Horváth, Mária Oleárová
Keywords
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- EP ID EP590843
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