Promotion Program Development on the Basis of Consumer Behavior Studies

The market of beauty salons is developing rapidly, new formats are emerging, the level of competition is growing. Effective promotion, understanding of the consumer and his needs is especially important in such condition. As an object for the development of the promotion program, the "Backstage Company" salon was chosen. During the study, an interview was conducted with the management salon. To study the company's consumers, two methods were chosen: online questioning and personal questioning. To develop recommendations, an analysis of company accounts in social networks, as well as test launch of the landing page and targeted advertising was carried out. The features of consumer behavior in the market were analyzed, the existing promotion system in the company was analyzed, the goals and objectives of the promotion program were defined, a description of the consumer within the characteristics necessary to develop a promotion program was provided, a comparative analysis of the company's promotion methods with the results obtained was conducted. In the final part of the work, a month-long plan of measures for promotion with a budget was drawn up. The created promotion program corresponds to the main goal of promotion - the formation of loyalty among consumers. The effectiveness of this program is determined by the expected increase in the frequency of visits to the Backstage Company by customers.