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New methods to analyze online consumer behaviour

Author

Listed:
  • Mihai ANDRONIE

    (Spiru Haret University, Faculty of Economic Sciences, Bucharest, Romania)

  • Mariana IATAGAN

    (Spiru Haret University, Faculty of Economic Sciences, Bucharest, Romania)

Abstract

The concern of specialists for consumer comprehension has adapted to the Internet and technology evolution trend. The online consumer is more demanding, more informed, more numerous and more diverse. The online consumer constantly adapts himself to the flow of information he is bombarded with. At the same time, there is an increase in the number of brands and the diversification of the range of products and services offered. Increasing the complexity of the online business environment, online marketing research specialists have adopted new tools and methods to analyze online consumer behaviour. In the battle to get to the consumer, companies have to take advantage of the benefits of modern marketing research techniques, such us visual marketing and neuro-marketing.

Suggested Citation

  • Mihai ANDRONIE & Mariana IATAGAN, 2017. "New methods to analyze online consumer behaviour," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 4(1), pages 34-41, October.
    • Handle: RePEc:icb:wpaper:v:4:y:2017:i:1:34-41
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    File URL: http://icesba.eu/RePEc/icb/wpaper/ICESBA2017_ANDRONIE_Iatagan_P34-41.pdf
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    References listed on IDEAS

    as
    1. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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