Online Consumer Purchasing Behaviour in Slovakia

Dominik Laitkep,Edgars Červkovskis

doi:10.26552/tac.c.2020.1.3

Abstract

The paper describes buying behaviour of Slovak consumers who use social networks. Knowledge of consumer behaviour and consumer preferences means a competitive advantage in the business environment, which is a complex process with many variables. The aim of this study is to present the results of the author's primary research, processed by reducing the number of variables by applying factor analysis. Research shows that consumers are used to making decisions about their purchases directly on the Internet and they using all available information. For Slovak consumers are online order payment together with free delivery important factor for making a purchase in the Slovak e-commerce environment. Another key factor for making purchases are impulses from social networks and the option to purchase through the mobile app.

Highlights

Consumer buying behaviour includes behaviour of individuals as well as households
Consumer behaviour can be determined by Kulčáková M. and K
We focused on areas of social networks, the basic attributes of marketing communications, as well as the possibility of payment for goods and services, and a new trend, which are influencers

Summary

Introduction

Consumer buying behaviour includes behaviour of individuals as well as households. Consumers make decisions whether or not to buy on a daily basis while responding to different incentives. These incentives include product, price, method of acquisition as well as various marketing elements such as advertising and various discounts. Based on these incentives, consumers decide where and what to buy and due to satisfy their needs. Consumer behaviour can be determined by Kulčáková M. and K. Richter as consumers behaviour when purchasing, using, searching for and evaluating products and services when they expect to meet their needs. Richter as consumers behaviour when purchasing, using, searching for and evaluating products and services when they expect to meet their needs. [2] [3]

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