Study of the Factors Affecting Consumer Behavior (the Example of a Beauty Salon)

Student: Komyakova Anna

Supervisor: Elena Galitskaya

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

The main goal of the research is to studying of the external and internal factors affecting consumer behavior and consumer decision-making styles. The issue of consumer behavior seems to be significant for carrying out marketing strategy and segmentation of the company. Behavior of customers changes and it is very important therefor to bring investigations up-to-data. This study will review features of individuals as customers, approaches for segmentation, features of different segments, their behavior and factors affecting this behavior. It is significant to identify actual tendencies and to make forecasts. The result of the research is the development of a segmentation and positioning strategy of a barbershop. This study might be useful for segmentation especially in small business in competitive market and for positioning of new production.

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