Social Activity of a Company As a Factor of Consumer Choice (On the Example of the Market of Fast Food Restaurants)

Student: Tikhonenko Vladimir

Educational Programme: Economics (Bachelor)

Final Grade: 8

Year of Graduation: 2016

The impact of social activity on the company's position is fairly well studied, but estimates of its impact on consumer choice in relation to the Russian markets are not well researched yet. This study aims to identify the role of the factor of social activity for consumers on the example of the market of fast food restaurants. Empirical analysis based on the results of the author's quantitative survey showed that for socially active fast-food restaurants social activity is an important factor in consumer choice. It was also shown that awareness of Russian consumers about the social activity of fast-food restaurants is still low, which may hinder its role as a factor in consumer choice.

Full text (added May 11, 2016)

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