Determinanty wyboru produktu w środowisku offline i online w świetle wyników badań jakościowych
Determinants of product selectionin an offline and online channel −based on the results of qualitative research

Summary/Abstract: The choice of a specific channel in the case of purchase of cosmetics is associated with many variables. The perception of the channel and its characteristics as well as consumer shopping habits are important. We should also keep in mind that the process of buying the product is increasingly becoming more complex, so that the individual steps of the process can take place in the individual channels rather than just in one, creating a mix of stages and interdependencies. The number of impulses that can cause a particular need for purchasing also tends to stay in the channel, or choose another one. In this way, consumers satisfy their needs (information, communication, etc.) offsetting the buying risk.

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