How "Premium" Impacts on Consumer's Behavior and Their Post-Perception of the Product

Student: Nikita Davydov

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

The purpose of this research is to study how premium-factor impacts on consumers’ behavior and their post-purchase on the household appliance market. A goal of the study is to determine the influence of the "premium" factor on consumer behavior. The sample of the study are customers of tech shops. The age limit is older than 18 years. Confirmation of hypotheses posed during initial data analysis. Market analysis will determine the degree of customer engagement in premium home appliance products. A survey will provide insight into the factors that influence the choice of premium home appliance products. An in-depth interview will identify various insights about the topic. Expected results of this study: determination of the degree of influence of the premium factor on buyers of home appliances.

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