MARKETING DIRECTION OF MARKETPLACE SALES TO THE CONSUMERS OF THE DIGITAL AGE

Abstract

Contemporary market changes, especially after the Covid-19 pandemic, are directing sales on the markets to consumers of the digital age. The problem that the research wants to achieve is consumer preferences and needs analysis in order to understand sellers’ actions in products selling. Numerous researches results indicate that there is a potential of this market and that it has specialties in comparison to traditional consumers. The goal of this work paper is to give encouragement to market sellers for additional investments in marketing in order to achieve increased business results. Theoretical research results are based on professional literature usage, the author's experience, statistics data and tables, while the empirical research was carried out using a survey questionnaire. The empirical research results show that there is both sellers’ and consumers’ interest in purchasing and implementing useful changes in marketing communications. From the research conducted, can be concluded and recommended that certain marketing orientation can influence the increase in the market products sale that will contribute to the specific customers’ interests satisfaction and consumption increase.