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  • The Methods to Adapt Marketing Strategy with Utilization of Psychological Tools in International Marketing on the Example of PepsiCo in the United States and the Russian Markets

The Methods to Adapt Marketing Strategy with Utilization of Psychological Tools in International Marketing on the Example of PepsiCo in the United States and the Russian Markets

Student: Redkin Igor

Supervisor: Sergey P. Kazakov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

This paper is devoted to the analysis of the usage of psychological tools in marketing in order to influence consumer behavior and the adaptation of this strategy in international markets. The practical analysis examines the FMCG company "PepsiCo" and its activities in the American and Russian markets in this regard. The paper identifies and classifies all the main tools used by "PepsiCo" in both markets to influence consumer behavior. And the main recommendation, which was developed as the result of the work, is that the company should use a mixed version of a standardized and adaptive strategy in international markets due to some differences in consumer behavior in the US and Russia . Key words: Consumer behavior; Decision-making process; International marketing strategies; FMCG market; "PepsiCo"; The US; Russia.

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