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University of Business Studies , Banja Luka , Bosnia and Herzegovina
University of Business Studies , Banja Luka , Bosnia and Herzegovina
The pandemic caused by the coronavirus (COVID-19) has had a significant impact on the global economy and in a very short period of time it changed society as a whole, the daily social activities of people, as well as the business activities of economic entities. "New Reality" has had an effect on international marketers, and accordingly on Internet trade, as an integral part of the international marketing system. This work aims to give us an insight into the real changes that occurred during and after the pandemic caused by the coronavirus (COVID-19) in international marketing, as well as in the customers behavior and habits who are users of online stores. The work is primarily based on research conducted in Croatia, as well as partially in Bosnia and Herzegovina, Serbia and Slovenia. The aim of the primary research was to obtain results to what extent consumers of this region were ready to accept online shopping as the only way of shopping that is possible with partial and even complete restriction of movement, as well as to what extent they are ready to change their behavior and habits related to internet store. In addition to the primary research carried out, this paper is based on theoretical analysis, as well as on comparative analysis of the experiences of developed countries. The end result aims to reach conclusions that would provide useful indicators related to real changes in the behavior and habits of consumers, as well as the adjustment of marketing strategies and concepts of economic entities within the framework of new circumstances.
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