Omnichannel Strategy and Consumer Preferences of Communication Channels in Household Appliances Market in Russia

Student: Matveeva Tatiana

Supervisor: Yulia Altshuler

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Master)

Year of Graduation: 2017

This work is devoted to a subject «Omnichannel Strategy and Consumer Preferences of Communication Channels in Household Appliances Market in Russia». In this work are covered theoretical basics of studying omni-channel strategy and consumer preferences of communication channels depending on the theory of generations XYZ. In addition, the analysis of use of omni-channel strategy by different generations is carried out. In this work are offered recommendations about use of omni-channel strategy for trade organizations. The purpose of this work is identification the choosing strategy of a product by consumers of different generations on the basis of sales channels. Omni-channel strategy - is use online and offline channels as a whole at interaction with the consumer is urgent now as increase in mobility of society becomes an important trend.

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