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Development of a set of tools for engaging in food retail industry for various consumer segments 

Student: Davydkina Anastasiya

Supervisor: Olga Konstantinovna Oyner

Faculty: Graduate School of Business

Educational Programme: Retail Management (Master)

Year of Graduation: 2020

A fairly large selection of necessary goods and services is available to modern consumers. Each year competition intensifies. All the companies are ready to offer something unique for the consumer and thereby to keep it for a longer time as a loyal customer. Due to this reason, modern marketing moves to a new level and is based on “customer relationship”. Constant correct “communication” with the target audience helps to improve customer loyalty, which helps to increase competitiveness and increase company profits. For food retail, as for owners of a sufficiently wide target audience, it becomes relevant to involve various groups of their target audience, for which it is necessary to make proposals for engagement more personalized. Thus, the aim of the work was to study the preferences of consumers and to develop a set of engagement tools for various consumer segments in the food retail sector, depending on psychological and behavioral characteristics. The result of the work was the allocation of four main consumer clusters in the food retail segment, for each of which a set of engagement tools was developed with the goal of achieving maximum efficiency.

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