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Multi- and Omni-Channel Interaction with Customers: Study of Consumer Behavior in the Cosmetics Market

Student: Pupenina Valentina

Supervisor: Elena Panteleeva

Faculty: Graduate School of Business

Educational Programme: Retail Management (Master)

Year of Graduation: 2021

Annotation The master's thesis is devoted to multi-and unique approaches to customer interaction: consumer research in the cosmetics market. As an empirical basis, the author examines previously published studies on the topic of multi-and omnichannel, as well as consumer behavior. The author uses in-depth interviews and online surveys as the main methodological approaches. The survey method is an online questionnaire, the sample size is 50 respondents. The theoretical novelty of the study is to obtain up-to-date data on the development of omnichannel in the retail cosmetics market in Russia. The practical significance of this research is that its results can be used by retailers in the development and implementation of an omnichannel marketing strategy of the company.

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