Comparison of consumer behaviour of Czech and Finnish students in retail: information search, use of technology, influence of advertising
Date issued
2019
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Publisher
Verlag der GUC - Gesellschaft für Unternehmensrechnung und Controlling m.B.H.
Abstract
Consumer behavior is a widely researched phenomenon. Cultural differences or the specifics of various consumer segments are often in the focus of researchers. This paper compares consumer behavior in retail of students from one Finnish and one Czech university. Based on data gained in computer-assisted web interviewing, the search for information, use of technology, influence of advertising and other aspects of consumer behavior were statistically analyzed. Common and differing characteristics of the selected consumer groups were studied. In the majority of examined factors, the consumer behavior seems to be similar. Differing factors include, for example, the amount of funds available, the use of mobile apps and the payment method, both in retail stores and in e-shops.
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Citation
KDÝROVÁ, A.., TLUČHOŘ, J.. Comparison of consumer behaviour of Czech and Finnish students in retail: information search, use of technology, influence of advertising. In Opportunities and Threats to Current Business Management in Cross-border Comparison 2019. Chemnitz: Verlag der GUC - Gesellschaft für Unternehmensrechnung und Controlling m.B.H., 2019. s. 99-107. ISBN 978-3-86367-062-7.