Geomarketing and its Application in Marketing Research

The purpose of this work is to identify the priorities of consumers in the process of choosing a place for the purchase of food (on example of a housing estate in Odintsovo). To achieve this goal, the following tasks were formulated: 1. To study the theoretical aspects of geomarketing; 2. Review the classification of its instruments; 3. Conduct an empirical study to determine the priorities of the location of the food store among the factors that determine the behavior of consumers; 4. Identify the success and failure factors of selected retail stores in Odintsovo; 5. Formulate recommendations for choosing a location for a new supermarket. The main research problem can be formulated by the following question: "To what extent does the location of the store affect the decision to make a purchase in this store?". The data of desk studies, the method of observation, a survey of 83 respondents, and statistical methods were used in the work. Based on the results of the work, the factors influencing the behavior of consumers in selecting a place for making purchases were identified and ranked.