Marketing Mix Development Based on Customer Behavior Research

An effective marketing mix of any organization is the one that meets the conditions of the external environment. This implies that marketing mix must be constantly changed to be always adjusted to market conditions. These days many organizations, especially those that operate in the service sector, are forced to adapt to not only the conditions of constantly increasing competition in the market, but also to new economic conditions caused by the threat of the spread of a new coronavirus infection. To face the impending crisis effectively, an organization needs to adapt to new environment as quick as possible. The purpose of this work was to consider how an organization, on the case of the beauty salon “Vdokhnovenie”, can deal with the crisis conditions and effectively adapt to new market conditions using marketing mix concept. The methods used within the research are as follows: analysis of secondary information, in-depth interviews, as well as a formal survey of visitors using questionnaires. The results obtained have enabled to develop marketing mix that could allow the beauty salon to not only overcome future difficulties, but also to attract new customers.