Czynniki wpływające na wybór przez konsumenta miejsca dokonania zakupu produktów rynku it
Factors determining the consumer’s choice of purchase place on it products market

Summary/Abstract: The process in which a consumer chooses the place of purchase is pretty often as interesting and complex as the way he or she chooses a particular product or a brand. This process is especially important for retail-oriented enterprises, which offers may be similar or even identical while competing and gaining advantage based rather on the quality of selling process than on the quality of products itself. This article presents the results of the research of IT market consumers and factors which determine the choice of a purchase place. Aforementioned factors were evaluated in terms of their importance and hierarchy, additionally, a comparison between male and female consumers was introduced and the degree of correlation between assessed factors and variables reflecting consumer’s demographical profile computed and discussed.

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