| | | | PROBLEMS OF MODERN ECONOMICS, N 4 (68), 2018 | | | | PROBLEMS OF MARKETING. LOGISTICS | | | Skorobogatykh I. I.
Chair of Marketing, G.V. Plekhanov Russian State University of Economics, PhD (Economics), Professor, Editor-in-Chief, “Marketing and Marketing Research” Journal, Member of the Marketers’ Guild, Member of the European Marketing Academy (EMAC)
Musatova Zh. B.
Assistant Professor of Marketing, G.V. Plekhanov Russian State University of Economics, Member of the Marketers’ Guild, Member of the European Marketing Academy (EMAC)
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| | | The article discusses behavior of “digital” consumers in the context of a qualitative leap in technology development, global spread of the Internet and mobile connection that changed the traditional consumer behavior. The new trends include online purchasing of goods and services and the use of smartphones and tablets as the main tool of getting information and conducting transactions. Various segments of consumers have access to these tools nowadays, the group that the authors call “digital consumers.” Specificities of their consumer behavior should be taken into account by commercial companies | | Key words: «digital» consumers, index of consumer certainty, level of consumer involvement, consumer behavior of «digital» consumers | | Pages: 127 - 130 |
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