Drivers and Barriers to Purchasing Educational Products Aimed at Developing Communication Skills

Student: Voldokhina Polina

Supervisor:

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2024

The study aims to investigate the drivers and barriers to the purchase of educational products in order to describe consumer behavior in the communication skills training segment. The study was conducted in two steps. During the qualitative analysis, various variables responsible for drivers and barriers were identified. During the quantitative step, the variables responsible for drivers were combined into 3 independent factors and barriers were combined into 5 ones.

Full text (added May 21, 2024)

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