Implementation of Psychological Techniques in Marketing Activity of Retailing Companies: The Case of «Massimo Dutti» Company

The psychology of marketing, as a separate phenomenon, has gained its relevance to become an object of research, a reason for conducting various studies, and to become a separate discipline not so long ago, at the end of the 20th century, about 20-30 years ago. Even though this area has been discussed and studied not so long ago, a lot of scientific works devoted to consumer behavior from the point of view of psychology have been written, a huge list of books on the topic of psychology and marketing management. There are also numerous efforts in the direction of creating universal methodological recommendations, which would be an exhaustive applied guide to the introduction of psychology in the marketing activities of companies. The goal of the final qualifying work is to study the application of psychology methods in the context of marketing activities on a real object and provide recommendations for improving the application of these methods in order to increase key performance indicators of the store. The object of research in this diploma work is the «Massimo Dutti» company, which is an international network of clothing stores, targeting male and female audiences of middle and higher grades. The methodology of this work is such methods as: - theoretical analysis and generalization of the literature; - hidden implied observation; - experiment based on recommendations based on the two previous methods. The practical significance of this paper is that the results obtained can be applied in a real retail enterprise, as it was at the research site – the «Massimo Dutti» chain of stores.