A Study of Interdependence between Product's Characteristics Choice and Consumer's Psychological Profile

Student: Dmitrenko Kseniia

Supervisor: Evgeniy M. Ozhegov

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Economics (Bachelor)

Year of Graduation: 2018

This study is a collaboration with the company "NewVision". In this paper, psychological profiles of the individuals are investigated according to the classification of psychologist Viktor Ponomarenko. By studying two categories of goods – cars and brands of clothing – the relationship between the profile of the consumer and the evaluation that he/she assigns to the product characteristics is studied. The Likert scale is used for estimation, where one point is insignificant and 5 points is strongly significant. With the help of a linear probability model, those qualities of the product will be determined that people with different profiles put first when they choose the product. The results of the work will allow putting into practice an innovative technology of the company.

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