Naslov (eng)

The connection between the demographic characteristics of consumers and their online shopping habits

Naslov (srp)

Povezanost demografskih karakteristika potrošača i njihovih navika u onlajn kupovini

Autor

Ćirić, Maja
Vladisavljević, Radovan
Birinji, Julija

Opis (eng)

Abstract: Online shopping has been experiencing a huge increase in the recent years due to itsnumerous advantages for consumers. Among the most oen mentioned ones are: the possibility of shopping throughout the day (24/7), savings in the time of going to the store, lower prices and a wider range of products. On the other hand, consumers face certain obstacles in online shopping, such as technological/security issues, mistrust, inability to try products, time consuming product selection etc. All of these changes that occurred with Internet and online shopping have led to signicant changes in consumer behavior and their purchasing habits. To be successful today, companies need to have good oine as well as online marketing. In order to successfully create an internet marketing strategy it is of utmost importance to explore and understand consumer habits in online shopping. erefore, the goal of this paper is to determine the equency of online purchases, the amount of money spent in online shopping, the type of products and services that are purchased most oen, and the extent to which demographic factors inuence these indicators of consumer habits. e survey method was applied in this research. e obtained results proide important guidelines for dening demographic proles of consumers and creating the appropriate internet marketing strategy.

Opis (srp)

Sažetak: Onlajn kupovina doživljava ogroman porast poslednjih godina zbog brojnih prednosti za potrošače, od kojih su najčešće pominjane: mogućnost kupovine tokom dvadeset četiri časa, uštede u vremenu odlaska u prodavnicu, niže cene i širi asortiman proizvoda. S druge strane, potrošači se suočavaju i sa određenim barijerama u onlajn kupovini: tehnološko/bezbednosni problemi, nepoverenje, nemogućnost probanja proizvoda, veći utrošak vremena u biranju proizvoda i sl. Sve ove promene koje interent i onlajn kupovina nose, doveli su do značajnih promena u ponašanju potrošača i njihovim kupovnim navikama. Da bi kompanije danas bile uspešne, neophodno je da imaju ne samo dobar onlajn marketing već moraju imati i jednako dobar onlajn marketing. Za uspešno kreiranje internet marketing strategije od izuzetne važnosti je istražiti i razumeti navike potrošača u onlajn kupovini. Stoga je cilj ovog rada da se utvrdi učestalost kupovine putem interneta, količina novca koja se troši, vrsta proizvoda i usluga koje se najviše kupuju, kao i u kojoj meri demografski faktori utiču na ove pokazatelje kupovnih navika potrošača. U istraživanju je primenjena metoda ankete. Dobijeni rezultati daju značajne smernice za definisanje demografskih profila potrošača i kreiranje odgovarajuće internet marketing strategije.

Jezik

srpski

Datum

2017

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY 4.0 - Creative Commons Autorstvo 4.0 International License.

http://creativecommons.org/licenses/by/4.0/legalcode

Predmet

Ključne reči: demografski faktori; ponašanje potrošača; onlajn kupovina; ineternet marketing strategija

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