KRYTERIA WYBORU PRODUKTU I MIEJSCA ZAKUPU PRZY KORZYSTANIU Z PORÓWNYWARKI CENOWEJ
THE CRITERIA FOR PRODUCT AND VENDOR SELECTION REVEALED DURING PRICE COMPARISON SITE USAGE
Author(s): Radosław MącikSubject(s): Economy, Micro-Economics, Sociology, Social Informatics, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: product selection; place of purchase; price comparison sites; coffee machine; internet;
Summary/Abstract: The paper contains the results of an exploratory study, realized by CAWI technique, including task of product selection carried out in external price comparison site, on the sample of 439 consumers. Performed analyses were taking into account the choice of brand, model and price of automatic coffee machines, exploring the relations of these features with the knowledge and preferences of consmers with the use of multidimensional correspondence analysis. Both low and high knowledge levels led to choose a more expensive product. Low knowledge is involved in the selection of more popular brands and preferences related to drinking coffee in an American-style (not Italian) to choose cheaper coffee machine. Among the product selection criteria dominated: low price, known brand and product appearance. Among the vendor selection creteria dominated: low price, free delivery and opinions about the seller.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (2)
- Page Range: 129-140
- Page Count: 12
- Language: Polish