Abstract:

Nowadays, there is a big fight for every customer on the Slovak and the world market. Companies use different strategies for their penetrating the market and reaching out to potential consumers.The most used and most effective are the strategies and tools of marketing, which significantly influence the purchasing decisions and purchasing behavior of consumers. They are an integral mechanism of the consumerist market. Also selected economic indicators and buying habits that affect the entire shopping process have a significant impact on buying behavior and purchasing decisions. The aim of this work is a theoretical treatment of the issue of retail and buying behaviour of the consumer, and subsequent analysis of the findings of differences in preferences, shopping habits within shopping process in terms of gender and education of consumers surveyed.