THE ANALYSIS OF CONSUMER PREFERENCES BY USING THE CHOSEN MOBILE TECHNOLOGIES IN THE M-COMMERCE CONDITIONS.

The paper deals with investigating thorough analysis that reveals the impact of digitalisation as the development of new communication platforms are changing consumer's purchasing behaviour in the online environment. The main aim of our research to identify the dynamics of consumer preferences in relation to the communication platforms of digital equipment for purchase in the online environment. To fulfil the aim of the research we are in the period 02.21.2016 - 03.06.2016 conducted a questionnaire survey located across the whole territory of Slovakia. The research sample consisted of 414 respondents. Due to the variety of questionnaires we used simultaneous parallel test and correlation analysis.The paper provides information about consumer preferences, the use of mobile technologies in the area of m-commerce. Depending on our findings it can be concluded that the QR codes consumers do not use too much, but the results of the analysis it is clear that the more prone to have the use of significantly more male than female. The paper includes practical implications particularly for business entities, because knowledge of the options that digital technology conceals leads to the right set of strategies and will follow the effective achievement of business aims. The paper gives attention to do the role brands and marketers, if he wants to succeed in today's extremely competitive battle for customers to identify deeply rooted motives as well as and preferences of consumers. [ABSTRACT FROM AUTHOR]