Shopping behavior patterns on the Russian confectionery market and their implications on shopper marketing strategies of chocolate manufacturers

Ekaterina Lobova

Student thesis: Master thesis

Abstract

Several studies have confirmed that most of buying decisions take place in-store. Consumer marketing plays a great role in attracting shoppers to the store. However, the in-store buying decision depends on the number of factors that brand marketers sometimes overlook. In order to stand out in the retail environment leading FMCG (Fast Moving Consumer Goods) companies use various shopper marketing strategies. These strategies are based on the shopper insights in the particular market. The purpose of this research is to verify if the shopper behavior in the Russian confectionery market differs from the one in the United States and Europe. This has been done by qualitative (in-depth interviews) and quantitative (in-store survey) analysis. Upon examination of the results, it was found out that the shopper behavior in Russia has its patterns, which need to be taken into account by companies when designing their shopper marketing strategies. Based on this research, the recommendations were developed for chocolate manufacturers to uncover opportunities on the Russian market and generate more sales by delivering added value for the company and its customers (retailers).

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2015
Number of pages131