Zmiany w procesie zakupowym konsumenta
Changes in consumer purchasing process

Summary/Abstract: Linear character of a purchasing process corresponds less to an actual way a consumer makes a purchase. A contemporary client, while buying a product, does not want to narrow his choice and make that purchase, as it is explained in the traditional funnel theory. Nowadays, a client even aims at broadening his choice before the actual purchase, and the process from the occurrence of the buying need is not so linear and straightforward anymore. The character of changes in the contemporary consumers' buying process is well presented in the McKinsey’s model of Consumer Decision Journey that was estimated in the article.

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