The connection between the demographic characteristics of consumers and their online shopping habits

Abstract

Sažetak:Onlajn kupo ina doživljava ogroman porast poslednjih godina zbog brojnih prednosti za potrošače, od kojih su najčešće pominjane: mogućnost kupo ine tokom dvadeset četiri časa, uštede u vremenu odlaska u prodavnicu, niže cene i širi asortiman proizvoda. S druge strane, potrošači se suočavaju i sa određenim barijerama u onlajn kupo ini: tehnološko/bezbednosni problemi, nepoverenje, nemogućnost probanja prozivoda, veći utrošak vremena u biranju proizvoda i sl. Sve ove promene koje interent i onlajn kupo ina nose, do eli su do značajnih promena u ponašanju potrošača i njiho im kupo nim navikama. Da bi kompanije danas bile uspešne, neophodno je da imaju ne samo dobar o ajn marketing već moraju imati i jednako dobar onlajn marketing. Za uspešno kreiranje internet marketing strategije od izuzetne važnosti je istražiti i razumeti navike potrošača u onlajn kupo ini. Stoga je cilj ovog rada da se utvrdi učestalost kupo ine putem interneta, količina no ca koja se troši, vrsta proizvoda i usluga koje se najviše kupuju, kao i u kojoj meri demografski faktori utiču na ove pokazatelje kupo nih navika potrošača. U istraživanju je primenjena metoda ankete. Dobijeni rezultati daju značajne smernice za de nisanje demografskih pro la potrošača i kreiranje odgo arajuće internet marketing strategije.Ključne reči: demografski faktori / ponašanje potrošača / onlajn kupo ina / ineternet marketing strategija.

Analysis of the effects of store image, trust and perceived quality on consumption habits of textile products in the COVID-19 pandemic

“…Currently, textile industries have focused on imperatively understanding consumer behavior, covering in this field the relationship between image and perceived quality. 27 Wydyanto and Hamdan 28 report that, in order to achieve the sustainability of brands in the textile industry, multiple aspects of service quality must be covered with excellence. However, it is evident that factors such as product image can influence the quality perception of consumers and potential customers.…”

“…It is clear that, nowadays, producers and distributors are increasingly interested in understanding the purchasing behavior of consumers, and that these habits or trends in consumption are associated with various factors, including the consumer's perceived quality of clothing or apparel. 27,46,47 It is important to reference that the quality perceived by consumers in the textile sector with respect to a certain product or service can significantly influence consumption habits. This is corroborated by Nurkhasanah and Santoso, 48 who state that product quality, as well as promotion, influences purchase decisions.…”

“…Currently, textile industries have focused on imperatively understanding consumer behavior, covering in this field the relationship between image and perceived quality. 27…”

“…It is clear that, nowadays, producers and distributors are increasingly interested in understanding the purchasing behavior of consumers, and that these habits or trends in consumption are associated with various factors, including the consumer's perceived quality of clothing or apparel. 27,46,47…”