Development of the Strategy of Customer Acquisition Based on Factors Affecting the Choice of the Urban Projecting Contractor

This graduation qualification work, explores consumer choice aspect in the B2B market and the factors affecting the choice of the urban projecting contractor. The purpose of this study is to develop a strategy of customer aquisition for Genplan Institute of Moscow company, based on the study of factors affecting the decision to choose a contractor. The first Chapter describes a number of theoretical models of decision-making on the purchase of B2B market, evaluates different approaches, and formulated a primary list of possible factors for quantitative research. The second Chapter describes the specifics of the market of urban planning and specificity of the company Genplan Institute of Moscow. Key company stakeholders were also identified. A series of interviews with industry experts clarified the list of potential factors and compiled a questionnaire for quantitative research. The third Chapter analyzes the data obtained during the quantitative study using single-factor analysis of variance and factor analysis to reduce the number of variables and identify patterns between them. Based on all of the above, recommendations for the company to improve customer value and strategies to attract customers in the market of urban design.