Communication Strategies to Attract Young People for a Large Online Retailer on the Russian Market (Using the Example of SberMarket)

Student: Bochkova Angelina

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2024

This study is devoted to the topic of identifying priority areas for the development of communication strategies of large online retailers in order to attract a new segment of young audiences. The work identifies the features of the impact of communication strategies of online retailers on the value of their brands in the perception of young Russian consumers interested in ready-to-eat food delivery services. The study is based on data obtained through in-depth interviews (N = 7), as well as a quantitative online survey (N = 171), which were mainly attended by representatives of Moscow student interested in online delivery services. The study helped to identify the main trends in the development of online delivery services and formulate further recommendations for SberMarket.

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