Marketing Mix Development Based on Customer Behavior Research

Student: Saitgareev Aleksey

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This graduation qualification work is devoted to the marketing mix development based on customer behavior research. This topic is relevant from an applied point of view because selected organization has not previously conducted any customer research, thus existing marketing mixes they consider as ineffective. This work was carried out by studying the theoretical aspect of this topic and existing marketing mixes in organization, the analysis of primary information, conducting a survey among their target audience, its analysis and development of marketing mix of event. Based on chosen methods, marketing mix of this event was developed and allowed to maximize the profit from the developed product. Also, the results of this research will provide to the organization for developing more effective marketing mixes in future.

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