Objective - The primary goal of the paper is to identify which purchasing channels (online or offline), Slovak consumers use to search for, research and purchase products as well as to evaluate the association between the selected elements of the purchasing process with respect to gender and generational characteristics of customers.

Findings - This paper proves the existence of a significant association between the place customers search for information about products (on the Internet or in brick-and-mortar stores) and the place where they make the actual purchase. The paper also reveals that in terms of the common gender and generation characteristics and the overall purchasing process there is a significant association in most of the analyzed cases.

Novelty - Although online shopping is considered convenient, cheaper and more time-efficient than shopping in brick-and-mortar stores, consumer behavior in the e-commerce sector may differ in terms of gender and generational characteristics. It is therefore important for marketers to know this behavior and tailor their business strategies to specific customer segments.

Type of Paper - Empirical.

Keywords: Customer Behaviour; ROPO; Purchase Channel; Association Analysis; Gender; Generation

JEL Classification: M31, M37.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol6.1_3.html

DOI: https://doi.org/10.35609/jmmr.2021.6.1(3)

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