Cechy e-klientów istotną determinantą rozwoju branży RTV/AGD sektora e-commerce
Features of E-Customers as an Important Determinant of the Development of E-Commerce Sector of Electronics/Appliances

Summary/Abstract: Customers in the market of electronic commerce are often characterized by homogeneous features, for example low prices and the convenience of online shopping are indicated as the most important advantages of e-commerce. However, in such a turbulent and competitive environment, more and more managers of online trading platforms should focus on actions differentiating the offer. One possibility is a precise knowledge of the behavior, habits and preferences of the target group. Selection of appropriate communication tools personalized for the demographic features of customers and sector can be more efficient operation than traditional forms of marketing. The objective of the article is indicating the differences in behavior and perceiving among customers in the e-commerce sector in relation to basic demographic features. The analysis uses data provided by Opiniac from the survey conducted with the use of online questionnaire.

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