Models of Consumer Information Search Behaviour in a Digital Environment for Sports Nutrition Products

This study examines consumer behavior through the process of information search in digital-environment on the example of the sports nutrition market. Various consumer groups and their behavior patterns on each stage of the search process were identified and described. The theoretical basis of the study is represented by wide range of models of consumer behavior in offline- and online-environments and research of the sports nutrition market, as well as the analysis of the features of the digital environment and the specific of sports nutrition market. The empirical base of the study consisted of data collected in the course of focused interviews followed by the survey. Four key consumer groups were identified based on the following criteria identified during the interview: 1) Competence in sports nutrition; 2) Evaluation of the importance of sports and fitness for the Respondent The main points of contact with the target groups in the digital-environment were discovered, including various Internet resources viewed by users in the search process. The following stages of the search following the awareness of the need were identified: 1) search for information about the product, 2) consultation with a specialist, 3) checking the recommendations of a specialist, 4) visiting the point of sale online or offline. As a result, significant differences in the behavior of the target groups were described at each stage. As a result, the study offers a formalized model of behavior of selected groups of consumers in the online environment. Understanding the structure of information search and, consequently, offering accurate information to relevant target groups can help to improve marketing strategies of sports nutrition manufacturers and distributors.