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Influence of Various Factors on Purchasing Decisions of Buyers of Non-Fiction Books by New Authors in Online Stores

Student: Kristina Balakireva

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

Nonfiction literature is one of the most popular areas of literature on the market. However, there is a distinct lack of research that examines the factors that influence buying decisions for nonfiction books. To overcome this problem, it is necessary to examine which factors have the greatest influence on buying behavior. This paper explores the 16 factors that influence purchase decisions for non-fiction books by new authors and examines the journey consumers take in an online store before purchasing non-fiction books by new authors. Through a quantitative survey and in-depth interviews with consumers who buy non-fiction books at least 2-5 times a year, we will find out what factors determine their choice of non-fiction literature. The results will provide publishers with a comprehensive understanding of how to build a marketing strategy to attract consumers to published non-fiction books by new authors, and help online retailers properly design a book product card.

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