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Specifics of Launching a Brand into a New Market, Taking into Account Cultural and Ethnic Characteristics, Using the Example of Healthy Food Category in the Chechen Republic

Student: Razita Tutusheva

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The purpose of this work is to identify the potential of healthy food products and the features of promoting these products on the market of the Chechen Republic. To achieve this goal, a study of the Chechen market will be conducted for the existence and prospects for the development of a healthy food category. The specifics of the local market in relation to this category of products will also be determined. Despite the fact that the trend for healthy food in the world and Russian practice is gaining popularity every year, in Russia there is a problem of insufficient knowledge of the market of healthy food and the behavior of its potential consumers, which is especially important for building effective marketing activities. This problem is of particular interest and relevance in the regions, in particular in the republics, where the market is often strongly influenced by cultural and ethnic characteristics. The work has three chapters, where the first two theoretical chapters consist of an analysis of the theory of consumer behavior, the influence of the brand in decision-making, and an overview of the Russian food market along with the trend for healthy eating. The third Chapter of the work consists of an empirical part, which includes an analysis of the food culture of Chechen society, an overview of the local food market, and a study of the attitude of Chechen consumers towards healthy food products. In conclusion, we will form practical recommendations for the introduction of a brand category of healthy food on the territory of the Chechen Republic.

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