INTERNET MARKETING AND ONLINE CONSUMER BEHAVIOR IN THE CASE OF KOSOVO MARKET

Abstract

Enterprises are constantly under influence of various factors which favor or impede conducting business. One of the factors which determines’ success of the business, is the manner in which enterprise adjusts to customer behavior and their needs. Development of internet has enabled new form of business for the enterprise and greater opportunities of consumers in fulfillment of their needs. Marketing as a concept provides opportunity for acquaintance with consumer behavior during purchases, and a new approach is marketing or online marketing. A research looking into the relation: marketing – behavior of the consumer with internet media. It proves relation of application of marketing by the enterprise with consumer behavior towards the online offer of the enterprise. Consumer behavior recognition is a marketing objective of the enterprise. It enables application of adequate information technology tools in function of fulfillment of consumer needs with offer of the enterprise.