Gap in Trade Companies’ Perception of Consumers’ Purchasing Processes

  • Marcin Gąsior Lublin University of Technology
  • Łukasz Skowron Lublin University of Technology

Abstract

Consumer behaviour is an inherent element of marketing science. It provides a significant contribution to the cognition of the mechanisms that govern the units that select and purchase goods and services. At the same time a question arises, the extent to which these behaviours are known to companies and the extent to which this knowledge is used as a foundation for creating marketing and sales strategies become apparent. The purpose of this article is to present selected results of research showing, based on the example of the Polish information technologies market, the gap that exists between the perception of consumer behaviour by conventional and on-line trade companies, and its actual/real course. Keywords: Consumers' Expectations, Consumer Behavior, Company's Knowledge, Retail To cite this document: Marcin Gąsior and Łukasz Skowron, "Gap in Trade Companies’ Perception of Consumers’ Purchasing Processes", Contemporary Management Research, Vol.10, No.4, pp.353-362, 2014. Permanent link to this document: http://dx.doi.org/10.7903/cmr.12323

Author Biographies

Marcin Gąsior, Lublin University of Technology
Faculty of Management Assistant Professor
Łukasz Skowron, Lublin University of Technology
Faculty of Management Assistant Professor
Published
2014-12-26
Section
Special Issue for ICMS conference