ПРОМЯНА НА ПОТРЕБИТЕЛСКОТО ПОВЕДЕНИЕ ПОД ВЛИЯНИЕ НА ДИГИТАЛИЗАЦИЯТА В МАРКЕТИНГА
THE CHANGE OF THE CONSUMER´S BEHAVIOUR UNDER THE INFLUENCE OF DIGITALIZATION IN MARKETING

Author(s): Violena Nencheva
Subject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Бургаски свободен университет
Keywords: consumer's behaviour; digitalization; marketing; companies
Summary/Abstract: In today's world, information technologies occupy an increasing place in our life. Digitalization, being part of them, is progressively changing the way we live and communicate. In marketing in particular, it also alters the way companies and consumers communicate and influences the consumer´s purchasing decisions. This article discusses in details customer behaviour in the online environment, the impact of digital marketing on one´s behaviour, as well as the types of online consumers and the reasons for buying online. It also looks into the customer´s behaviour in Bulgaria: types of consumers, factors that influence their purchase decision and the stages in the process of consumer´s decision making. A practical study of consumer´s habits and attitudes in online shopping is made and conclusions about the impact of digitalization on consumer´s decisions are drawn.

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