Abstract
Abstract The age in which we live is increasingly characterized by the ability of people to communicate without restrictions, to send information without restrictions and to have access to complex information, which can be accessed very quickly. The information economy will penetrate and change almost every aspect of our lives. Thus, there are many examples of companies that no longer need to occupy physical space to carry out their activity. They can be virtual and can work anywhere in the world. In this context we also refer to the transition from classic commerce to online commerce. In this paper we analyze the behavior of Romanian consumers regarding the purchase of online or offline sales spaces and complete this analysis with a quantitative marketing research on “Opinions and attitudes of Romanians on the purchase of food products from online sales outlets and offline.”
Highlights
E-commerce is an opportunity both to reach new markets and to increase profitability
This paper aims to establish the most important and significant aspects of the analyzed topic, namely the understanding of the behavior of the Romanian consumer when shopping, and the identification of the main differences between online and offline commerce
The activity of a store, especially of large supermarket chains is impossible without the involvement of the online environment, the two environments being in close connection and not being able to function without each other
Summary
E-commerce is an opportunity both to reach new markets and to increase profitability. It allows the introduction of new management processes that streamline the supply chain and improve the company's efficiency. There are consumers who prefer the traditional offline store marketing system. Online and offline consumers are largely similar, and it is important for all marketers to consider the Internet an extension of an existing business. In the case of new companies entering the market, it is important to understand both forms of trade, because the physical world will influence behavior in the digital world regardless of where a business operates (Chaffey and Ellis-Chadwick, 2016)
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