KONSUMENT MULTIKANAŁOWY – PRZYCZYNY I IMPLIKACJE ZJAWISKA
CONSUMER IN CHANNEL SALES – EXPERIENCE AND SHOPPING BEHAVIOR

Summary/Abstract: In recent times, more and more providers offer their products and services in multiple channel sales. This strategy allows consumers have a great freedom to choose where and how to purchase. The aim of the publication is to identify the characteristic patterns of buyers behaviour in the contemporary multichannel distribution systems. By analyzing scientific publications and based on the results of their own research the author try to answer the question how multichannel sales modifies consumer behaviour and identify factors that influence the distribution channel choice.

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