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2018, vol. 49, iss. 1, pp. 11-18
Factors of customer behavior in the choice of buying
University of Kragujevac, Faculty of Economy

emailgocar@kg.ac.rs, katarinab@kg.ac.rs
Project:
Preclinical investigation of bioactive substances (MESTD - 41010)

Keywords: retailing; multichannel sales; multichannel customers; internet
Abstract
Customer behavior analysis is one of the key factors for retailers in planning multi-channel sales strategy. The complex business environment influences the development of new channels of sales and new retail formats. Multi-channel sales is a new way of increasing competitiveness of retailers. Large international trade chains apply multichannel strategies and continuously introduce new retail formats in order to achieve market and financial goals. The choice of customers who use the retail format is influenced by a large number of factors, such as: customer information, price policy, product range, shopping risks, service quality, and so on. Improving the competitive position on the market requires retailers to analyze the market and collect information about customer attitudes. The subject of the research is the identification of multichannel customers. The aim of the research is to analyze different customer profiles and identify factors influencing customer decision making on how to buy.
References
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About

article language: Serbian
document type: Original Paper
DOI: 10.5937/markt1801011R
published in SCIndeks: 16/10/2018
peer review method: double-blind
Creative Commons License 4.0

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