Виолета Ласкова - Academia.edu (original) (raw)

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Papers by Виолета Ласкова

Research paper thumbnail of The Personalization in Modern Retailing

Izvestiâ na Sʺûza na učenite - Varna. Seriâ Ikonomičeski nauki/Izvestiâ na Sʺûza na učenite - Varna. Seriâ Ikonomičeski nauki, Dec 1, 2023

Research paper thumbnail of Consumer Behaviourin The Unforeseeable Future –Dialecticsand Challenges

Economic Science, education and the real economy: Development and interactions in the digital age, 2020

Research paper thumbnail of The Digitalization And The Challenges To Education Of Economics And Commerce

Economic Science, education and the real economy: Development and interactions in the digital age, 2020

Research paper thumbnail of The Role of Digitalization in Consumer Protection in Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2019

The article presents the role and importance of digitalization in consumer protection. The follow... more The article presents the role and importance of digitalization in consumer protection. The following information and communication technologies are considered in this connection: mobile applications, cloud services, virtual helpdesk and online translator. The benefits of their implementation in the operational activities of the institutions working in the field of consumer protection in Bulgaria are explained. The use of new information and communication technologies provides more efficient consumer service. Their further refinement would significantly improve the performance of the institutions in cases of registered breaches of commercial and consumer practice. Also, the main organizations that protect the safety and economic interests of consumers in Bulgaria are examined, as well as, the level of digitalization achieved in their operational activities.

Research paper thumbnail of Strategic aspects of consumer behaviour and basic paradigms in consumer behaviour study

The question of strategic aspects of consumer behaviour is the subject of many researchers' d... more The question of strategic aspects of consumer behaviour is the subject of many researchers' discussions. There are two opposite points of view: the first is that consumer behaviour has a strategic aspect and it is of particular importance for the marketing strategy and the opposite – consumer behaviour at all should not have a strategic focus. In classical marketing for fundamental philosophy and paradigm is accepted positivism, which is also a basic principle in the theory of consumer behaviour. But, in the last two decades, positivism loses its position among the scientific community, and gives way to postmodernism, also called interpretationalism. In the future, positivism and postmodernism will continue to apply, discussions will continue, but the direction is optimistic and the ultimate goal is a deeper and more realistic understanding of consumer behaviour.

Research paper thumbnail of Global and regional risks concerning the economy and trade in Bulgaria

JOURNAL OF THE UNION OF SCIENTISTS - VARNA, ECONOMIC SCIENCES SERIES, 2015

Unstability and unsertainty are typical characteristics of the contemporary globalized dynamic an... more Unstability and unsertainty are typical characteristics of the contemporary globalized dynamic and competitive economic environment. In a general way the risk is also typical and irrevocable characteristic of the economic realities, of the decision making process, of the behaviour and self-evaluation of each economic actor. The risk is an irrevocable part part not only of the economy, but of the public life in its all diversities – political, social, cultural, ecological, technological, informational, psychological risks etc. According to the importance and scale of its sources, the risk usually is determined as global and local (regional). But these classifications are too relative and conditional because of the great interaction between global and local. The global risks turn into local and vice versa. The World Economic Forum especially emphasizes on the holistic approach in the examination of numerous and diverse global risks. The most important and powerful global risks are cla...

Research paper thumbnail of Conceptual bases of Theory of Consumer Behaviour

JOURNAL OF THE UNION OF SCIENTISTS - VARNA, ECONOMIC SCIENCES SERIES, 2012

Consumer behaviour is an interesting and complex social phenomenon, which represents a real chall... more Consumer behaviour is an interesting and complex social phenomenon, which represents a real challenge in aca-demic approach and in a practical approach. The theory of consumer behaviour is a mix of different scientific subjects such as: philosophy, sociology, psychology, social psychology, economics, behavioural economics. The conceptual bases of consumer behaviour are extremely large. They embrace the fundamental social sciences, invented by human civilization and upgraded thousands of years, but also a number of interdisciplinary research areas, which are a creation of the XXI century. The scope and complexity of the problems in this area are a serious challenge to any scientist. This modest arti-cle, without being exhaustive, focuses on some of the most important concepts underlying the theory of consumer behav-iour.

Research paper thumbnail of Socio-Psychological Theories About Consumer Behaviour

JOURNAL OF THE UNION OF SCIENTISTS - VARNA, ECONOMIC SCIENCES SERIES, 2017

Consumer behaviour is a complex social phenomenon that presents a real challenge in both theoreti... more Consumer behaviour is a complex social phenomenon that presents a real challenge in both theoretical and practical aspects. It is a scientific area with a strong emphasis on interdisciplinary character and conceptual basises that are extremely broad and complex. These basises cover the fundamental social sciences that human civilization has built for millennia, but also many interdisciplinary and frontier scientific areas of recent decades. When studying consumer behaviour, it is logical to seek complementarity between the normative and empirical theories. The socio-psychological theories that have had the most significant influence on the study of consumer behaviour are the theory of bounded rationality, heuristics, and the prospect theory.

Research paper thumbnail of Modern Consumers and the Decision-Making Process in the Context of Digitalization

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2020

Considering all positive and negative characteristics, its creative and destructive effects, the ... more Considering all positive and negative characteristics, its creative and destructive effects, the dynamic advance of digitalization and globalization in the last decade has dramatically changed the world we live in. The business environment has been modified, the social system has been transformed. People, have definitely changed, their values, mindset and lifestyle, their consumption mode have altered, too. The paper focuses on some key characteristics of modern consumers; their connectivity, mobility, high level of awareness and expertise, aspirations to access, omnichannel behaviour, their activity in the social networks. All this has modified the decision-making process. Consumer' journey to purchase becomes more complex and more social which is evident in the reviewed decisionmaking models concerning the modern connected consumers.

Research paper thumbnail of The Personalization in Modern Retailing

Izvestiâ na Sʺûza na učenite - Varna. Seriâ Ikonomičeski nauki/Izvestiâ na Sʺûza na učenite - Varna. Seriâ Ikonomičeski nauki, Dec 1, 2023

Research paper thumbnail of Consumer Behaviourin The Unforeseeable Future –Dialecticsand Challenges

Economic Science, education and the real economy: Development and interactions in the digital age, 2020

Research paper thumbnail of The Digitalization And The Challenges To Education Of Economics And Commerce

Economic Science, education and the real economy: Development and interactions in the digital age, 2020

Research paper thumbnail of The Role of Digitalization in Consumer Protection in Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2019

The article presents the role and importance of digitalization in consumer protection. The follow... more The article presents the role and importance of digitalization in consumer protection. The following information and communication technologies are considered in this connection: mobile applications, cloud services, virtual helpdesk and online translator. The benefits of their implementation in the operational activities of the institutions working in the field of consumer protection in Bulgaria are explained. The use of new information and communication technologies provides more efficient consumer service. Their further refinement would significantly improve the performance of the institutions in cases of registered breaches of commercial and consumer practice. Also, the main organizations that protect the safety and economic interests of consumers in Bulgaria are examined, as well as, the level of digitalization achieved in their operational activities.

Research paper thumbnail of Strategic aspects of consumer behaviour and basic paradigms in consumer behaviour study

The question of strategic aspects of consumer behaviour is the subject of many researchers' d... more The question of strategic aspects of consumer behaviour is the subject of many researchers' discussions. There are two opposite points of view: the first is that consumer behaviour has a strategic aspect and it is of particular importance for the marketing strategy and the opposite – consumer behaviour at all should not have a strategic focus. In classical marketing for fundamental philosophy and paradigm is accepted positivism, which is also a basic principle in the theory of consumer behaviour. But, in the last two decades, positivism loses its position among the scientific community, and gives way to postmodernism, also called interpretationalism. In the future, positivism and postmodernism will continue to apply, discussions will continue, but the direction is optimistic and the ultimate goal is a deeper and more realistic understanding of consumer behaviour.

Research paper thumbnail of Global and regional risks concerning the economy and trade in Bulgaria

JOURNAL OF THE UNION OF SCIENTISTS - VARNA, ECONOMIC SCIENCES SERIES, 2015

Unstability and unsertainty are typical characteristics of the contemporary globalized dynamic an... more Unstability and unsertainty are typical characteristics of the contemporary globalized dynamic and competitive economic environment. In a general way the risk is also typical and irrevocable characteristic of the economic realities, of the decision making process, of the behaviour and self-evaluation of each economic actor. The risk is an irrevocable part part not only of the economy, but of the public life in its all diversities – political, social, cultural, ecological, technological, informational, psychological risks etc. According to the importance and scale of its sources, the risk usually is determined as global and local (regional). But these classifications are too relative and conditional because of the great interaction between global and local. The global risks turn into local and vice versa. The World Economic Forum especially emphasizes on the holistic approach in the examination of numerous and diverse global risks. The most important and powerful global risks are cla...

Research paper thumbnail of Conceptual bases of Theory of Consumer Behaviour

JOURNAL OF THE UNION OF SCIENTISTS - VARNA, ECONOMIC SCIENCES SERIES, 2012

Consumer behaviour is an interesting and complex social phenomenon, which represents a real chall... more Consumer behaviour is an interesting and complex social phenomenon, which represents a real challenge in aca-demic approach and in a practical approach. The theory of consumer behaviour is a mix of different scientific subjects such as: philosophy, sociology, psychology, social psychology, economics, behavioural economics. The conceptual bases of consumer behaviour are extremely large. They embrace the fundamental social sciences, invented by human civilization and upgraded thousands of years, but also a number of interdisciplinary research areas, which are a creation of the XXI century. The scope and complexity of the problems in this area are a serious challenge to any scientist. This modest arti-cle, without being exhaustive, focuses on some of the most important concepts underlying the theory of consumer behav-iour.

Research paper thumbnail of Socio-Psychological Theories About Consumer Behaviour

JOURNAL OF THE UNION OF SCIENTISTS - VARNA, ECONOMIC SCIENCES SERIES, 2017

Consumer behaviour is a complex social phenomenon that presents a real challenge in both theoreti... more Consumer behaviour is a complex social phenomenon that presents a real challenge in both theoretical and practical aspects. It is a scientific area with a strong emphasis on interdisciplinary character and conceptual basises that are extremely broad and complex. These basises cover the fundamental social sciences that human civilization has built for millennia, but also many interdisciplinary and frontier scientific areas of recent decades. When studying consumer behaviour, it is logical to seek complementarity between the normative and empirical theories. The socio-psychological theories that have had the most significant influence on the study of consumer behaviour are the theory of bounded rationality, heuristics, and the prospect theory.

Research paper thumbnail of Modern Consumers and the Decision-Making Process in the Context of Digitalization

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2020

Considering all positive and negative characteristics, its creative and destructive effects, the ... more Considering all positive and negative characteristics, its creative and destructive effects, the dynamic advance of digitalization and globalization in the last decade has dramatically changed the world we live in. The business environment has been modified, the social system has been transformed. People, have definitely changed, their values, mindset and lifestyle, their consumption mode have altered, too. The paper focuses on some key characteristics of modern consumers; their connectivity, mobility, high level of awareness and expertise, aspirations to access, omnichannel behaviour, their activity in the social networks. All this has modified the decision-making process. Consumer' journey to purchase becomes more complex and more social which is evident in the reviewed decisionmaking models concerning the modern connected consumers.