Analysis of Russian consumer buying behavior : Case company: Rajamarket

Abstract

The purpose of the study was to develop a set of certain activities in terms of improving the product range and customer satisfaction management that can be utilized by the case company Rajamarket to improve the existing business strategy.

The theoretical part concentrates on studying the general concept of consumer behavior, buyer decision making process, purchase decision contributing factors and types of buying decision behavior. The first step of the empirical part of the study focuses on collation of consumer behavior theory with a typical Russian customer. Then, it was followed by a customer survey and the shop’s management interviews implementation. A questionnaire was answered by 50 respondents and enough data to analyze were gathered. It was followed by interviews with three representatives of the management. Enough empirical data was collected.

As a result of this thesis, a set of suggestions and conclusions concerning improvements in current product range, marketing tools, customer relationship management, competitors and customer satisfaction was created. It is sup-posed that having implemented outlined recommendations the case company Rajamarket will eventually increase sales and customer satisfaction level.