Proceedings of The 5th International Conference on Business, Management and Economics
Influence of Digitalisation on Consumer Behaviour in Retail
Assoc. Prof. Dr Nadezhda Dimova
Extremely dynamic and serious in its radical changes in the economic environment and society as a whole in the last few years, digitalisation has directly affected consumer behaviour. The primary reasons for these changes are technology and globalisation which define a number of business processes and at the same time model the modern consumer reality. Digitalisation has begun to model all spheres of public life and in particular consumer behaviour – consumers themselves are changing, their desires, aspirations, values, their lifestyles, and, hence, the way they consume different products and services. The aim of the article is to present the impact of digitalisation on consumer behaviour in retail. Digitalisation will be considered in the most general context, without any specific varieties, and, hence, the general changes in consumer behaviour, without highlighting specific changes in it. The research methodology includes an emphasis on new technologies, changes in consumer behavior and hence on retail.
Keywords: consumer behaviour, marketing, influence, digitalisation, retail.