Gap in consumer processes’ perception among the trade companies
Referat wygłoszony
| Status: | |
| Autorzy: | Gąsior Marcin, Skowron Łukasz |
| Rok wydania: | 2013 |
| Język: | angielski |
| Źródło: | ICMS 2013 - International Conference on Marketing Studies September 7-8, 2013, Hong Kong, China |
| Państwo wystąpienia: | POLSKA |
| Efekt badań statutowych | NIE |
| Abstrakty: | angielski |
| Consumer behavior in today’s market situation is an inherent element of the marketing science, providing significant contribution to cognition of mechanisms governing the units which select and purchase goods as well as services. At the same time a question arises, to what degree these behaviours are known to companies as well as to what degree this knowledge is used as a foundation for creation of marketing and sales strategy. The purpose of this article is to present selected results of research showing, on the example of the Polish market of information technologies, a gap between perception of consumer behavior by conventional and on-line trade companies, and its actual course. It will then discuss potential reasons of arising as well as functioning of aforementioned gap. |
