Promotion Program Development Based on Customer Behavior Research

Student: Pavlov Stanislav

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

Consumers are an integral part of any business. That is why it is important to know the features of their behavior when compiling a promotion program. There are markets in which promotion is largely regulated by the state, and therefore there is a special need for the search and implementation of promotion methods within the framework of the law. In this paper, we analyzed data on the «PortSigar» company, conducted a competitive analysis and examined consumer behavior. Based on these data, the main segments were identified, and a promotion program was developed, the implementation of which will be the customer community.

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