DETERMINATION OF FACTORS AFFECTING THE ONLINE SHOPPING IN AZERBAIJAN
DETERMINATION OF FACTORS AFFECTING THE ONLINE SHOPPING IN AZERBAIJAN

Summary/Abstract: Consumer behavior research is critical in the digital environment for the development of digital marketing strategies. From this point of view, the study’s goal is to determine the factors that influence online shopping in Azerbaijan. In this research using qualitative methods, the information gathered through the results of exploratory research and focus group analysis was analyzed to contribute to the existing knowledge in the prediction of online consumer buying behavior. The study collects data using the focus group method. According to the results of the study, customers in Azerbaijan mainly buy products from Turkey as a result of the study, participants mainly use mobile applications, consumers mainly buy garments, cosmetics, and gadgets, and the major reasons for purchasing online are price, time, quality, social media, and brand. “Filtering,” “add to favorites,” “basket,” and “details” are the features that influence focus group members’ purchases from mobile applications or websites, according to our research. The responsiveness to simplicity of use, awareness of the platform, and the availability of new trends are the key factors driving focus group participants to make purchases through mobile applications or websites.

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