ONLINE AND OFFLINE CONSUMER
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The article is focusing on the theoretical principles in the area of online and offline consumers purchasing behaviour in general. Contribution is based on online surveys of consumer behavior in recent years and the attention is focused on the changes in consumer buying behavior. The aim of this paper is to compare the two aforementioned types of consumers and bring conclusions in the form of a summary of the differences in their purchasing behavior. Important contribution is to summarize the current information of the issue, characterization and comparison shopping behavior of consumers nowadays.
Authors and Affiliations
Veronika Fašková, Eva Kretiková
Keywords
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