ANALYTICAL VIEW ON THE USE OF MOBILE PLATFORMS IN PURCHASING PROCESS

The presented study deals with the issue of efficient use of e-commerce tools. In particular, it deals with claims on effective e-marketing mix at a time when factors such as interactivity and mobility are becoming prominent determinants of success. Mobile platforms, however, are used only to a limited extent on the analysed market. The study aims to describe the state of researched issue on the reference markets using analysis of secondary data and then expound on the purchasing behaviour of existing and potential customers, predominantly in the Central European market, through the analysis of primary data. It also aims to specifically identify and describe their preferences in relation to the use of mobile platforms in order to obtain information about products, or even make a purchase. Based on the information in academic literature, the collection of primary data was aimed at the most active group of existing, as well as potential customers - generation Y customers (i.e. born between 1980 and 1995). Habits and preferences of selected customers were identified by data analysis; those were then compared with the selected habits of customers on reference markets. Based on specific findings, recommendations for business entities active on the researched market were formulated in the conclusion of this study.