Elitsa Alexander
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Title
Dr.
Last Name
Alexander
First name
Elitsa
Email
elitsa.alexander@unisg.ch
Phone
+41 71 224 3022

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  • Publication
    Profiles and Preferences of Online Millennial Shoppers in Bulgaria and Croatia
    (IMDA Press, 2011-06-01)
    Loubeau, Patricia R.
    ;
    Alexander, née Shumarova, Elitsa
    ;
    Kalchev, Georgi
    Generation Y consumers are an influential online shopping segment. This article empirically assesses the factors affecting the online purchase among millennials in Croatia and Bulgaria. The results obtained indicate that while convenience is reported as the most common reason for online shopping worldwide, the primary reason Bulgarian and Croatian millennials shop online is the pursuit of better prices. While security concerns are reported as a major online shopping barrier, Eastern-European millennials are more concerned with other factors. In Croatia and Bulgaria "audio-video" is among the least purchased categories online and "apparel and accessories" is among the most purchased categories.
    Type: journal article
    Journal: Journal of euro-marketing
    Volume: 20
    Issue: 1-2
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/94059
  • Publication
    Online Apparel and Accessories : Most Purchased Product Among Bulgarian and Croatian Millenials
    (College of Business (State University), 2013-01-09)
    Loubeau, Patricia R.
    ;
    Alexander, née Shumarova, Elitsa
    The purpose of this study was to empirically analyze online buying behavior among Generation Y consumers in Croatia and Bulgaria. A sample of 527 surveys were completed by college students in these two countries. Findings indicated that in Croatia and Bulgaria "apparel and accessories" is the most purchased product category online, following air travel. Bulgarian and Croatian millennials are buying primarily apparel and accessories online while looking for better prices. The pursuit of better prices is the most common reason for shopping online. This may be a logical response to the high disparity between Bulgarian/Croatian and Western-European brand-name-apparel prices. Another reason may be the limited opportunities for purchasing a variety of brand names locally. The practical implications of this finding would be to develop marketing strategies and solutions for this promising emergent niche market. This is the first large sample study to examine online shopping behaviors of Bulgarian and Croatian millennials. Additionally, unlike other regions of the world, audio video purchases are one of the least purchased categories online.
    Type: conference paper
    Volume: Session 1.2.A
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/89723
  • Publication
    Online Shopping Behavior of Millennials in Bulgaria and Croatia
    (International Foundation for Research and Development IFRD, 2012-02-17)
    Loubeau, Patricia R.
    ;
    Alexander, née Shumarova, Elitsa
    ;
    Kalchev, Georgi
    Generation Y consumers are an influential online shopping segment. This article empirically assesses the factors affecting the online purchase among millennials in Croatia and Bulgaria. The results obtained indicate that while convenience is reported as the most common reason for online shopping worldwide, the primary reason Bulgarian and Croatian millennials shop online is the pursuit of better prices. While security concerns are reported as a major online shopping barrier, Eastern-European millennials are more concerned with other factors. In Croatia and Bulgaria "audio-video" is among the least purchased categories online and "apparel and accessories" is among the most purchased categories.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/91963