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Promotion Program Development Based on Customer Behavior Research

Student: Mialitcyn Ian

Supervisor: Iuliia Olegovna Papushina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

The development of the promotion program is aimed at stimulating demand for PATRIKMAN store suits, and as a result, increasing sales by attracting new customers and increasing repeat purchases. Over the past 5 months, the PATRIKAN store has not increased sales, for this reason, the development of a promotion program is relevant for the company. The promotion program is based on consumer segmentation and the definition of features and factors influencing the behavior of customers. The research part is devoted to the situational analysis of the company, the assessment of the effectiveness of marketing communications conducted and the study of the behavioral characteristics of customers, based on data obtained in the survey of visitors to the studio's shop and observation. The total sample volume was 115 visitors to the store. The result of the work is segmentation of customers, description of the profiles of the selected segments, as well as the development of a program and recommendations for the promotion of the company.

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