Promotion Program Development Based on Customer Behavior Research

Student: Sukhanova Anastasiia

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

The present research connected with a wide range of problems related to creating a promotion program. Due to the rapid change of the technological environment, the success of contemporary businesses depends on their understanding of customers and the ability to choose effective communication. This work contains a study of the market, the main players in the automotive spare parts trade in Perm and the consumers' research of the store "SignalAuto" that sells spare parts for GAZ and UAZ. The methods used in the work, namely, a focused and semi-structured interviews and online-survey revealed features of the consumers' advertising experience and allow us to select productive communication channels. Based on the research, an online promotion program was developed using contextual advertising, SMM and a service for motorists "Drive2". It is assumed that the selected tools will increase the company's sales by 18% in 6 months.

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