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Factors Influencing Perception of Marketing Incentives Among Young Adults Regarding Healthy Eating

Student: Lavrova Aleksandra

Supervisor: Anastasia Kovalenok

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This paper describes a proposed study that will examine the perception of factors influencing choice of food using secondary data analysis and depth interviews from 30 students from five Moscow universities. Based on the interpretation of the data obtained from the interviews, recommendations will be developed to identify the significant factors affecting the choice of food among the young consumer segment. The proposal includes five sections: introduction to the study, literature review, research of factors influencing perception of marketing incentives by global consumer and youth in the field of nutrition, summary of the results, and conclusion.

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