ANALYSIS OF THE BEHAVIOR OF RUSSIAN CONSUMERS OF PARFY-MEASURES AND COSMETICS

Abstract

The article describes the results of a marketing research of a network of perfumery and cosmetics stores. The purpose of this work was the description of the results of a survey of customers of perfumery and cosmetics shops, which help to clarify the marketing policy of a chain of stores. In conducting the study, sociological and static research methods were used. The novelty of the results obtained is to clarify the characteristics of buyers that are important for marketing activities, such as sources of information about perfumery and cosmetics stores and factors of their choice, customer awareness of the characteristics of perfumery and cosmetic products and their interest in new products, customer loyalty to the chain stores and evaluation their competitiveness. It was concluded that the largest share of buyers prefer products of the medium and mass segment, and outdoor advertising and information on the Internet are the most effective means of promotion. The main conclusions are the trends of individualization of the “mass market” and increasing customer attention to the quality of service. The results of the work are of practical interest for the development of solutions in the field of marketing activities of the company.

Keywords

• маркетинг
• магазин
• парфюмерия
• косметика
• потребитель