Influence of Marketing Strategy Factors on the Behavior of Private Investors Regarding the IPO of the Company

The purpose of this research work is to study the impact of elements of a company's marketing strategy on the willingness of investors to participate in its initial public offering (IPO) in the Russian market. Namely, to understand how marketing strategy elements, communication channels, and interaction formats can influence the decision-making process of potential retail investors to purchase the company's securities. The trend of growth in the number of companies going public in the Russian market is proof of the relevance of the research topic. In order to achieve the set goal, a comprehensive literature review was conducted, qualitative research in the form of interviews and quantitative research in the form of online questionnaire survey of private investors in Russia was conducted. The sample consists of adults living in Russia and having experience in investing in securities. The study of the existing theoretical foundations of marketing strategy before the IPO, as well as psychological methods of influencing investors was the task of the first stage of the research. In the second, practical stage, it was tested whether the studied theory is relevant to the Russian context. The expected result of the work done is a list of recommendations compiled by the researcher to optimize marketing strategy for companies in the Russian market. The guidelines will include the most effective methods of attracting investors to participate in the IPO of the company, based on the research conducted. The recommendations should be applicable as a guide for PR managers and marketing specialists of companies intending to publicly offer shares on the stock exchange. Keywords: investor behavior, IPO, elements of marketing strategy, investor relations, investment decision-making.