Differences of lithuanian consumer's preferences when making buying decisions in e-shops

The main purpose of this bachelor thesis is to determine consumer‘s buying process, online customer segmentation and to identify the factors that are critical to the preference to the online shopping (e-shopping). The work consists of two main parts; the analysis of literature, and the research with its results. Literature analysis reviews the consumer behavior theory when they are making purchase decision also presents the model of buying process, shows customers segmentation and how any of segment‘s individuals prefers when choosing e-shops. After literature analysis the author has carried out of a purchase process model. Buying process starts with awareness of the need, then consumer has to search for information, evaluate alternatives, choose product, find seller, make a decision to buy, buy and then evaluate satisfaction of a product. The other purpose was to define consumers into segments. After analysis key user segments was identified: by gender male and woman, by age 16-24; 25-34; >35 years old, by income 700€, also by education and by job position. The main purpose of the questionnaire was to find out what the different preferences are between segmented people when they choose e-shop. The results of the research were statistically processed with the Excel program. For the main question when respondents had to choose which e-shop attributes are important to them was used Likert scale. To get results averaging was used. The performed research revealed that for all consumers most important attributes when deciding which e-shop to choose was price, quality, safety, cost and time of delivery