Differences and Similarities in Marketing Instruments Used by Global Soft Drink Manufacturers to Affect Consumer Behavior on Different Markets by the Example of Coca-Cola in Russian and the USA

Student: Korchagina Anna

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

This research paper focuses on marketing instruments used by global soft drink manufacturers to affect consumer behavior, specifically will focus on the comparison and differences in their use depending on the culture of the country. For a more detailed approach to the study of this topic, Coca-Cola was taken in the markets of Russia and the USA.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses