Influence of Grouped Commercial Proposal of Goods on Consumer Behaviour Across the Internet in Kitchen Utensils Campaigns

The 21-st century market is a highly competitive environment where every party is interested in its’ profit. Modern technologies brought retailers to the path which is full of numerous technics and tools of communicating- both online and offline. There is a great amount of commercial campaigns models which affect different levels of consumer consideration and influence their behavior. One of the modern practice of retailers worldwide is to represent the product in a native conditions, especially in the process of usage with other items all together. However, there is almost no theories and practices aiming to evaluate the correlation between type of advertisement and consumer behavior in the Internet. Thus, this work have a deep look on several approaches to the consumer behavior in marketing definition and concepts to consumer behavior. The kitchen utensils market has been analyzed as well as the digital activity of key leaders of the market. As practical part this work statistically evaluate the correlation between type of the advertisements available to post on Yandex and the consumer behavior before and after clicking to the websites. 261 campaigns were taken into consideration and correlation analysis in order to test hypothesis and make up an ideal formula and a model of advertisement. Taken data was carefully checked and normalized for conducting SPSS analysis. The outcome of the work is the understanding of consumer behavior and choice through Internet shopping and practical advises to the advertisers in order to reduce useless costs on ineffective campaigns and get the profit maximization. Also, it is described in the work possible solutions for upgrading the work for future research projects and usage in retail chains.