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)