THE ROLE OF INFORMAL SOURCES OF INFORMATION IN THE POLISH CONSUMER MARKET

Jacek Wojcik and Tymoteusz Doligalski
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Jacek Wojcik: Department of Marketing Collegium of Business Administration Warsaw School of Economics, Poland
Tymoteusz Doligalski: Department of Marketing Collegium of Business Administration Warsaw School of Economics, Poland

Perspectives of Innovation in Economics and Business (PIEB), 2011, vol. 9, issue 3, 43-47

Abstract: The paper presents results of the research conducted in 2009 with the participation of 466 Internet users via an online survey. The research showed that consumers before the purchase utilize formal sources of information about the product more often than informal ones. Nevertheless, the more they refer to the formal sources, the more they refer to the informal ones. It was also proved that in the tested group the place of residence, the time spent using the Internet and the value of a product had an influence on the prevalence of formal sources.

Keywords: Informal sources of information; ROPO; consumer behaviour; purchase behavior; B2C. (search for similar items in EconPapers)
JEL-codes: L86 P46 (search for similar items in EconPapers)
Date: 2011
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