Affordability of quality: case of Slovenian online shopping

This article examines the question buying preferences of Slovenians. General observation that we will try to test is that Slovenians are systematically not buying high end products (if price is considered indicator of quality). Especially since on-line shopping increased availability of products, it is harder to deny that in internet era there is no access to diverse products. Based on available data, the article tries to establish connection between average financial structure of Slovenian households and expenditures that are characteristics for most households. We can assume that brand, cost and amount of money spent of advertising are not necessarily an indicator of quality, however there is certain correlational (if no other, psychological one). We try to combine information on economic status of Slovenian households/individuals with the information regarding best-selling products in selected categories within the online shop. The basic finding can be seen described as correlation between economic capabilities of people to the price level of goods purchased in the selected online store. Since products have also popular reviews, we can determine the perceived level of quality. Based on general positive reviews of the most purchased products, which are systematically on the lower side of average of price of all products , we can assume that a cheaper product does not necessarily have to be of poor quality. This indicates that Slovenians are not only buying with their financial capabilities but also rationally in the perspective of equilibrium optimisation between price and quality also when it comes to online shopping.