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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Daria Krayushenko
Identification of Drivers and Barries to Purchase Product of Social Entrepreneurship
Marketing
(Master’s programme)
2018
Every year, social entrepreneurship is becoming more popular area of business line in Russia and in the world. At the same time, the number of consumers of this type of organizations doesn’t reach the optimum number for their proper development. Understanding drivers and barriers to purchase products of social enterprises can solve the described problem situation. Such aspects take into account features that are important to consumers during the buyer decision process.

The purpose of this master's work is to identify and systematize barriers, as well as drivers that have influence on the decision to purchase products of a social enterprise. This goal can be achieved through in-depth interviews of existing consumers of products of such organizations. The results of the master’s thesis are practical recommendations to social entrepreneurs based on consumer drivers and barriers. Also, as a result, there are described possible ways of future research that includes hypotheses.

Keywords: social entrepreneurship, drivers, barriers, consumer behaviour, decision-making process.

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