CONSUMER BEHAVIOR AND INTERNET
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
Investigation of consumer behavior and decision-making process is the essential part of strategic planning in a company. Understanding of current and potential consumer behavior is the basis for long-term success of companies. Knowing current consumers’ trends is nowadays far more important. The most significant changes occur in established stereotypes, which create new groups of consumers and the new ways of their behavior. The faster the market is changing, the more appropriate is for companies to adequately react on these changes and new trends. For the reasons mentioned above, the contribution is focused on investigation on consumer behavior effect made by modern information and communication technologies and Internet. The secondary research is complemented by selected results of own questionnaire survey, which focus on internet shopping and the various factors that affect it. It also includes findings about significant sources of product information and the use of online shopping applications.
Authors and Affiliations
Zdenka Musová, Martina Minárová, Eva Poliačiková
Keywords
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