CHANGES IN PURCHASING DECISION-MAKING PROCESS OF CONSUMERS IN THE DIGITAL ERA

Nowadays, consumers face the information flood that is being generated and transmitted by all types of media. Higher availability of information used for purchasing decision-making process can be perceived as advantageous. However, possible drawbacks of the increased information density can be identified as well. Nevertheless, reasonably higher quantity of information is available to consumers to evaluate possible alternatives and assist them by their decisions. Information can be accessed through various channels including many kinds of screens: TV, computer, tablet or smartphone. This article aims at identification of changes in purchasing decision-making process of consumers in this digital era. Effects of these changes on companies are being analysed and presented.