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Psychographic and Behavioral Segmentation of Consumers on the Russian Pet Food Market

Student: Marina Khomenko

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

Today, the Russian pet food market shows an annual growth rate of 10-15% and is considered fast-growing. This attracts new companies and retains old ones. In order to successfully exist and develop in this environment, brands need to differentiate themselves from competitors and develop positioning that is relevant to their target audience. Consumer segmentation can help in this, but socio-demographic and geographic features of segmentation will not be enough. In addition, an increasing role in the market of pet products is being played by young buyers aged 18-35 years, they create their own families, settle down in new locations and have pets. It is this audience that was investigated in the work. Thus, the purpose of the study was to compile a segmentation of young buyers in the Russian pet food market by psychographic and behavioral traits. To achieve this goal, a mixed research design was chosen, which included 5 in-depth interviews and a questionnaire survey. After processing the data using SPSS Statistics software, 3 segments were obtained that met the quality criteria and differed in relationships with pets and behavioral characteristics.

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