Developing a promotion program based on consumer behavior analysis

<p>This work is devoted to developing a promotion program for antikafe &laquo;Cat House&raquo;. The purpose of this study is to develop a promotion program for&nbsp;antikafe &laquo;Cat House&raquo;, the implementation of which will ensure a stable demand (150 per week ) in the summer of 2014. Developed promotion program is based on the analysis of consumer behavior, included 11 in-depth interviews with potential customers and 250 questionnaire respondents , as well as analysis of the pre-existing program promotion. The study revealed that antikafe &laquo;Cat House&raquo; does not fall under the typical idea of ​​antikafe because it does not have extensive space , variety of games, and it is in a higher price category, anyway it has other significant features . On the basis of the findings new promotion program was developed. It includes a new target audience, communication channels and methods of performance evaluation. This paper may be useful for entrepreneurs providing services in the field of leisure, as well as for researchers interested in the promotion and consumer behavior .</p>