Promotional Activities as a Factor of Consumer Choice on FMCG Market

Student: Razina Ekaterina

Educational Programme: Economics (Bachelor)

Year of Graduation: 2019

The development of digital technologies means transformation of marketing in order to adapt to online sales. Traditional tools do not work in the Internet the same way they work offline, so it is crucially important to develop new efficient approach to the goods’ promotion. This topic is insufficiently studied in Russia, where consumers have their own specifics. This study aims at discovering the effect of different types of promo activities on demand on consumer goods in Russia offline and online. To measure this effects the regressions will be built based on the conducted survey. The specifics of different types of consumers in terms of their social and demographic characteristics and behavior will be revealed in regard to offline and online shopping. This study will contribute to the previous researches on the topics of strategy of promo-activities in e-commerce and offline.

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