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Promotion Program Development Based on Customer Behavior Research

Student: Volegov Aleksandr

Supervisor: Iuliia Olegovna Papushina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2019

Abstract The development of the promotion program is aimed at increasing sales of “Format” bicycles on Russian market. The promotion program is based on the approach to the development of the promotion program proposed by J. Burnet and S. Moriarty. The promotion program is based on the behavior of consumers. The research part is devoted to the study of consumer behavioral characteristics such as price sensitivity and loyalty, determining the type of consumption, factors affecting on the purchase and consumption motives. The study analyzed market trends and forecasts for key indicators for the years 2018-2022. Interviews were conducted with expert groups - the company's management in the face of the product manager and the head of the marketing department, as well as interviews with sales assistants at retail outlets. The result of the work is a promotion program based on market trends and consumer characteristics.

Full text (added May 24, 2019)

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