• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Factors of consumer demand for online store services

Student: Panarin Oleg

Supervisor: Vladimir Karacharovskiy

Faculty: Faculty of Economic Sciences

Educational Programme: Bachelor

Year of Graduation: 2014

<div>&nbsp;</div><div><h1 align="CENTER" class="western" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif;"><span lang="en-US" xml:lang="en-US"><span style="font-weight: normal;">Chapter4</span></span><span lang="en-US" xml:lang="en-US">.Practical part</span></h1><p align="JUSTIFY" lang="en-US" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;" xml:lang="en-US">&nbsp;</p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">The focus of my research will be on the coupons market and on the market of the&nbsp;</span></font></font><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">courses of English</span></font></font></font><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">&nbsp;language . I have chosen these markets for two reasons:</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">1. The marketing strategy of firms on these segments is often focused on the internet marketing.</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">2. The specificity of these markets usually provides for a better recollection of choice of a product and about the advertisements, which influenced this decision.</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">These two qualities are significant for my research for two reasons:</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">1. We do not deal with a combinative effect with TV advertisement, which could shift out our evaluation and make our result unrepresentative<wbr />,</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">2. We deal with cleaner picture of the purchasing process (thanks to the fact that they remember the purchasing process better).</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#0070c0"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">By using expert&rsquo;s evaluation of expenditures</span></font></font></font><a class="sdfootnoteanc" href="https://docviewer.yandex.ru/?url=ya-mail%3A%2F%2F2440000002862843239%2F1.1&amp;name=%D0%B7%D0%B0%D1%89%D0%B8%D1%82%D0%B0%20%D0%B4%D1%80%D0%B0%D1%84%D1%82%D0%B0.odt&amp;c=53833786df21#sdfootnote11sym" id="sdfootnote11anc" name="sdfootnote11anc" style="color: rgb(34, 34, 204);"><sup>11</sup></a><font color="#0070c0"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">&nbsp;for each types of advertisement and answers of respondents about the types of advertisement and the quantity of contacts with each type of advertisement and comparing with the answers about the amount of money, which they ultimately have spent, on the advertised product.</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">Base on this data my research will contain two calculations:</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">1. The competitive effectiveness of each type of advertisement for revenue (there the ratio expenditures to gain by advertisement value is the biggest),</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">2. Based on the expert&rsquo;s evaluation of profit margin of each type of product, analysis will include the part of comparing ratios of the profit gained by advertisement to the expenditures on the advertisement.</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">Furthermore, my analysis includes part about factors the effectiveness depends on, the sphere of study, the type of product, on the historical experience of using this or similar product.</span></font></font></font></p><p align="JUSTIFY" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">The conclusion of analysis will include the indexes of effectiveness of each type of advertisement and the result what type of advertisement and for what type of product is more effective.</span></font></font></font></p><p align="CENTER" style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px; margin-bottom: 0in;"><font color="#000000"><font face="Arial"><font style="font-size: 16pt;"><b>REFERENCES</b></font></font></font><font size="3">:</font></p><ol style="color: rgb(0, 0, 0); font-family: 'Times New Roman', Times, serif; font-size: 16px;"><li><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Wells W., Burnett J. Advertising: Principes &amp; Practice, 1998</font></font></p></li><li><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Kotler, P., 1997. Marketing management: analysis, planning, implementation and control. 9th edition. Upper Saddle River, New Jersey: Prentice Hall International, Inc</font></font></p></li><li><p align="JUSTIFY" lang="en-GB" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-GB"><font size="3"><font face="Times New Roman"><span lang="ru-RU" xml:lang="ru-RU">Кастельс М. 2000 Информационная эпоха: экономика, общество и культура / Пер. с англ. под науч. ред.&nbsp;</span></font><font face="Times New Roman">О</font><font face="Times New Roman"><span lang="ru-RU" xml:lang="ru-RU">.&nbsp;</span></font><font face="Times New Roman">И</font><font face="Times New Roman"><span lang="ru-RU" xml:lang="ru-RU">.</span></font><font face="Times New Roman">Шкаратана</font><font face="Times New Roman"><span lang="ru-RU" xml:lang="ru-RU">.,.</span></font></font></p></li><li><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">D&#39;Alessandro D.,2001. Brand Warfare: 10 Rules for Building the Killer Brand</font></font></p></li><li><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3">Болдырева Т. В. ,2008.Типология культурных кодов в драматургии</font></font></p></li><li><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3">Маклюэн М. , 2007.Понимание Медиа: внешние расширения человека.</font></font></p></li><li><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3">Д.Бэлл. Грядущее постиндустриальн<wbr />ое общество. М.: Академия, 1999</font></font></p></li><li><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3">Росс Эшби У. , 1959..Черный ящик // Введение в кибернетику</font></font></p></li><li><p align="JUSTIFY" lang="en-GB" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-GB"><font size="3"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">McLuhan M., Hutchon K., McLuhan E., 2000. City as Classroom: Understanding Language and Media. The Book Society of Canada Limited.</span></font></font></p></li><li><div><h1 align="CENTER" class="western"><span lang="en-US" xml:lang="en-US"><span style="font-weight: normal;">Chapter3</span></span><span lang="en-US" xml:lang="en-US">.</span><span lang="en-US" xml:lang="en-US">The statistic data about internet</span></h1><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font style="font-size: 13pt;"><b>3.1The general situation with internet.</b></font></p><p align="JUSTIFY" style="margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">The general situation is that, unfortunately, Russia is currently only on the 19</span></font></font></font><font color="#000000"><sup><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">th&nbsp;</span></font></font></sup></font><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">place</span></font></font></font><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">, but we rapidly improve our position.</span></font></font></font><a class="sdfootnoteanc" href="https://docviewer.yandex.ru/?url=ya-mail%3A%2F%2F2440000002862843239%2F1.1&amp;name=%D0%B7%D0%B0%D1%89%D0%B8%D1%82%D0%B0%20%D0%B4%D1%80%D0%B0%D1%84%D1%82%D0%B0.odt&amp;c=53833786df21#sdfootnote4sym" id="sdfootnote4anc" name="sdfootnote4anc" style="color: rgb(34, 34, 204);"><sup>4</sup></a></p><p align="JUSTIFY" style="margin-bottom: 0in;"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">Nevertheless, internet has the highest growth rate of all medias. (it has increased 2,5 times for the last 3 years).It is a very interesting tendency ,especially while the popularity of such media as&nbsp;</span></font></font><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">papers and magazines is decreasing (the auditory is switching to the online versions of those medias).</span></font></font></font></p><p align="JUSTIFY" style="margin-bottom: 0in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">The top three internet activities in Russia:</span></font></font></font><a class="sdfootnoteanc" href="https://docviewer.yandex.ru/?url=ya-mail%3A%2F%2F2440000002862843239%2F1.1&amp;name=%D0%B7%D0%B0%D1%89%D0%B8%D1%82%D0%B0%20%D0%B4%D1%80%D0%B0%D1%84%D1%82%D0%B0.odt&amp;c=53833786df21#sdfootnote5sym" id="sdfootnote5anc" name="sdfootnote5anc" style="color: rgb(34, 34, 204);"><sup>5</sup></a></p><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">1.Search (70, 5% of Russian internet users)</font></font></p><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">2.Email (62, 5 % of Russian internet users)</font></font></p><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">3. Social networks (43, 3% of Russian internet users)</font></font></p><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><br />&nbsp;</p><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3"><font color="#000000"><span lang="en-US" xml:lang="en-US">According to the latest data, internet has become more popular then TV among young Russians (87 % vs 67%), but this index is still low for older generations (13%vs 86% among people older than 55,55%vs 80% among people 35-54 years old) .</span></font><a class="sdfootnoteanc" href="https://docviewer.yandex.ru/?url=ya-mail%3A%2F%2F2440000002862843239%2F1.1&amp;name=%D0%B7%D0%B0%D1%89%D0%B8%D1%82%D0%B0%20%D0%B4%D1%80%D0%B0%D1%84%D1%82%D0%B0.odt&amp;c=53833786df21#sdfootnote6sym" id="sdfootnote6anc" name="sdfootnote6anc" style="color: rgb(34, 34, 204);"><sup>6</sup></a></font></font></p><h1 align="JUSTIFY" class="western"><font color="#000000"><font size="3"><span lang="en-US" xml:lang="en-US"><span style="font-weight: normal;">The Boston Consulting group considers digital divide problem (the low percent of popularity using internet), as the main barrier for the internet development. Besides, their research has&nbsp;</span></span></font></font><font color="#000000"><font size="3"><span lang="en-US" xml:lang="en-US"><span style="font-weight: normal;">shown that Russians consider internet more like source of information, rather than the resource for</span></span></font></font><font color="#000000"><font size="3"><span lang="en-US" xml:lang="en-US"><span style="font-weight: normal;">doing shopping, due to underdevelopment of internet commerce and internet banking. The main finding of this research appeared to be the ways to accelerate internet development in Russia: expanding the&nbsp;</span></span></font></font><font color="#000000"><font size="3"><span lang="en-US" xml:lang="en-US"><span style="font-weight: normal;">range of internet coverage, development of legislation base, directed on internet investment attractiveness.</span></span></font></font><a class="sdfootnoteanc" href="https://docviewer.yandex.ru/?url=ya-mail%3A%2F%2F2440000002862843239%2F1.1&amp;name=%D0%B7%D0%B0%D1%89%D0%B8%D1%82%D0%B0%20%D0%B4%D1%80%D0%B0%D1%84%D1%82%D0%B0.odt&amp;c=53833786df21#sdfootnote7sym" id="sdfootnote7anc" name="sdfootnote7anc" style="color: rgb(34, 34, 204);"><sup>7</sup></a></h1><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US">&nbsp;</p><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US">&nbsp;</p><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US">&nbsp;</p><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font style="font-size: 13pt;"><b>3.2Internet-mark<wbr />eting data.</b></font></p><h1 align="JUSTIFY" class="western" lang="en-US" style="font-weight: normal;" xml:lang="en-US"><font size="3">The big advantage of the internet is that, it provides a wide range of abilities for targeted advertisement. Internet provides many sources, such as cookies, to backtrack the history of each user. These instruments enable firms to give their advertisement directly to the target audience.</font></h1><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Besides internet has another big advantage among all types of advertisement &ndash;in many cases it gives much clearer picture about return on investments than other types of advertisement due to check of operations of each user after showing him an advertisement (did he look for more information or did make a purchase, and so on).</font></font></p><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Another important thing is that internet marketing provides advertiser with geographic information about a user.</font></font></p><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><br />&nbsp;</p><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3"><font color="#000000"><span lang="en-US" xml:lang="en-US">There are several types of internet-marketi<wbr />ng:</span></font><a class="sdfootnoteanc" href="https://docviewer.yandex.ru/?url=ya-mail%3A%2F%2F2440000002862843239%2F1.1&amp;name=%D0%B7%D0%B0%D1%89%D0%B8%D1%82%D0%B0%20%D0%B4%D1%80%D0%B0%D1%84%D1%82%D0%B0.odt&amp;c=53833786df21#sdfootnote8sym" id="sdfootnote8anc" name="sdfootnote8anc" style="color: rgb(34, 34, 204);"><sup>8</sup></a></font></font></p><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><br />&nbsp;</p><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3"><font color="#000000"><span lang="en-US" xml:lang="en-US">Web banner advertising</span></font></font></font></p><p align="JUSTIFY" style="margin-top: 0.02in; margin-bottom: 0.02in;"><font face="Times New Roman"><font size="3"><font color="#000000"><span lang="en-US" xml:lang="en-US">There are many types of banners: traditional banner (a usual one, located on a particular space on the web page), Pop-ups/pop-unde<wbr />rs (a banner that opens above an initial browser window),floating ad(the same as for the pop-ups but on a particular web-site.), expanding ad( a banner, which appears after an operation of a user on a website, such as after mouse moving over the ad), trick banners(a banner which imitates an often used by user screen element, such as a massage of vk social web, for example.)</span></font></font></font></p><h4 align="JUSTIFY" class="western" style="margin-top: 0in; margin-bottom: 0.05in;"><font color="#000000"><font face="Times New Roman"><font size="3"><span lang="en-US" xml:lang="en-US">Sponsored search</span></font></font></font></h4><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Sponsored search allows advertiser to heighten the position of a website in the results list of a search engine. The most popular search engines&rsquo; ranking model is based on a combination of a bid price, the relevancy of keyword, historical click-though rate.</font></font></p><h3 align="JUSTIFY" class="western" style="margin-top: 0in; margin-bottom: 0.05in;"><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">Social networks marketing</span></font></font></h3><h3 align="JUSTIFY" class="western" style="margin-top: 0in; margin-bottom: 0.05in;"><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">Social networks marketing</span></font></font><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">&nbsp;</span></font></font><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">includes posting advertisement is the social networks.</span></font></font></h3><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Contextual advertising</font></font></p><p align="JUSTIFY" lang="en-US" style="margin-bottom: 0in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Contextual advertising is a type of advertising, which allows an advertiser to put his textual advertisement into a special place around the results of a search engine looking for results.</font></font></p><h3 align="JUSTIFY" class="western" style="margin-top: 0in; margin-bottom: 0.05in;"><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">Mobile Advertising</span></font></font></h3><p align="JUSTIFY" lang="en-US" style="margin-top: 0.02in; margin-bottom: 0.02in;" xml:lang="en-US"><font face="Times New Roman"><font size="3">Mobile marketing includes all types of advertising though mobile phones and tablets such as promotion product through applications (apps) for different gadgets.</font></font></p><h3 align="JUSTIFY" class="western" style="margin-top: 0in; margin-bottom: 0.05in;"><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">Email Advertising</span></font></font></h3><h3 align="JUSTIFY" class="western" style="margin-top: 0in; margin-bottom: 0.05in;"><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">Email Advertising is broadcasting</span></font></font><font color="#000000"><font face="Times New Roman"><span lang="en-US" xml:lang="en-US">&nbsp;letters to email addresses of potential clients. Such email database could be created, for example by asking for user</span></font></font></h3></div></li></ol></div><p>&nbsp;</p>

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses