The aim of this study is to present the results of author’s research that uncover range of offers searched by a Slovak consumer before ﬁ nal decision making across particular product categories. Sample size and quota sampling allow generalization of our results to whole Slovak population. Many signiﬁ cant differences of purchasing strategy have been revealed between demographic groups. As an example, results of our study reveal strong and direct relationship between education and number of offers searched by an individual. Additional ﬁ ndings are devoted to the inﬂuence of speciﬁ c demographic variables as marital status or gender for the range of searched offers.
Hrabackova - Sabo - CT 1-2012 (294 KiB)