Abstract:

Nowadays, marketing communication is an integral part of marketing, as it is extremely important that businesses not only produce products but also make them available to their customers. It is therefore important that businesses inform consumers about the characteristics of the products, ways of use, etc. Marketing communication is probably one of the most visible elements of the marketing mix. The aim of the paper is to summarize the issues of consumer behavior when shopping on the internet, as well as to find out differences among selected categories of surveyed Slovak consumers.