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Affect Heuristics Influence on Cross-Category Sales in «HoReCa» Trade Channel. PepsiCo Experience

Student: Mikhail Sazanov

Supervisor: Alexander Porshnev

Faculty: Faculty of Economics

Educational Programme: Economics (Master)

Year of Graduation: 2017

The present Master’s thesis is implemented within the framework of “Managerial Economics” major. The investigation goal was to learn the affect heuristics influence over real financial indicators based on the experience of PepsiCo. The paper provides a regression analysis of the influence of certain behavioral factors in conjunction with the irrational component on indicators from the KPI system used by PepsiCo. In addition, this study describes an attempt at intervention aiming to exclude affect heuristic from the decision-making processes.

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