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Marketing Mix Development Based on Customer Behavior Research

ФИО студента: Anastasiia Grigoreva

Руководитель: Iuliia Olegovna Papushina

Кампус/факультет: Faculty of Economics, Management, and Business Informatics

Программа: Management (Bachelor)

Год защиты: 2020

The final qualification work is devoted to the development of a marketing mix for the target segment of the hi-layout company operating in the Russian furniture market on the Internet. In the course of work, different approaches to the consideration of the marketing mix as a marketing tool were studied and the features of developing a marketing mix on the Internet were examined. Analysis of various models showed that the use of 4P models is the best option in order to take into account all aspects important to the consumer of the company. The empirical part for the development of the marketing mix included an analysis of the company’s website, interviews with company customers, and a survey in which 301 respondents took part. Based on the data obtained by these methods, the target segment was determined, as well as its features of consumer behavior, on the basis of which the marketing mix was built. In addition, an eight-field SWOT analysis was carried out, which allowed us to identify the main competitive advantages of the company, as well as development areas, which are worth working on. Based on the data of the survey, interviews and analysis of environmental factors of the organization, a marketing mix was developed that will allow the company to increase economic profit by increasing the conversion of customers.

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