Ekonomija: teorija i praksa (Jan 2017)
The connection between the demographic characteristics of consumers and their online shopping habits
Abstract
Online shopping has been experiencing a huge increase in the recent years due to itsnumerous advantages for consumers. Among the most often 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 significant changes in consumer behavior and their purchasing habits. To be successful today, companies need to have good offline 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. Therefore, the goal of this paper is to determine the frequency of online purchases, the amount of money spent in online shopping, the type of products and services that are purchased most often, and the extent to which demographic factors influence these indicators of consumer habits. The survey method was applied in this research. The obtained results provide important guidelines for defining demographic profiles of consumers and creating the appropriate internet marketing strategy.
