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Analysis of Consumer Behaviour in the Networked Environment: Case Study of the Slovak Republic

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Perspectives on Consumer Behaviour

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

Abstract

Since the second half of last century, there have been a number of significant changes in the consumer world, as the market has turned its focus onto the customer. The position of the customer–consumer has strengthened significantly, because for marketing-oriented companies, succeeding in the competitive environment of the market primarily means understanding their customers. They thus have more power, and in the context of the digital revolution, their purchasing behaviour is transformed. Therefore, the basic tasks of marketing research include the analysis of purchasing behaviour and consumer decision-making in the target market. In order for a company to satisfy its customers well, it must know enough about their requirements, opinions, attitudes and behaviour, i.e. everything that affects the willingness to purchase products.The aims of the paper are to conduct research on factors influencing the purchasing decision-making process in a networked environment, to get to know the online purchasing behaviour of Slovak customers, and subsequently to propose customer segmentation based on the information gathered. The paper examines the factors that affect consumer purchasing behaviour in terms of online shopping in detail using factor analysis. We have analysed 19 criteria (characteristics, components) linked to the four Ps of marketing in the context of the networked environment. Primary data obtained through a questionnaire survey was used for the analysis. The survey was focused on factors affecting online purchasing decisions linked to the relevant components which determine the tendency of consumer behaviour aspects in the networked environment. Using factor analysis, we have identified the most important factors of purchasing behaviour in terms of customer segmentation by generation in the Slovak Republic. In terms of the results achieved, which have defined promotion as the main component in general, and in the breakdown of the research sample by generation as well, we have focused on the segmentation of Slovak consumers according to the influence of marketing communication in the networked environment.

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Acknowledgements

This contribution is an output of scientific project VEGA no. 1/0718/18 entitled “The impact of psychographic aspects of pricing on the marketing strategy of companies across products and markets”.

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  1. University of Zilina, Žilina, Slovakia

    Lubica Gajanova & Margareta Nadanyiova

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  1. Lubica Gajanova
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  1. WSB University, Dąbrowa Górnicza, Poland

    Włodzimierz Sroka

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Gajanova, L., Nadanyiova, M. (2020). Analysis of Consumer Behaviour in the Networked Environment: Case Study of the Slovak Republic. In: Sroka, W. (eds) Perspectives on Consumer Behaviour. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-47380-8_6

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