Comparison of Consumer Perception of Omnichannel Marketing in the Cosmetics Market in Russia and East Asia

With the advent of new technologies, it is becoming more difficult for customers to navigate channels to purchase or solve problems, so it is important to consider how companies in different markets are communicating with customers and how customers perceive this dialog. The beauty market in East Asia (South Korea, Japan and China) is one of the fastest changing markets, introducing industry-leading innovations and setting global trends. Comparing consumers' perceptions of omnichannel marketing in the cosmetics market in Russia and East Asian countries is a relevant research topic in the field of marketing and consumer behavior. The main purpose of this paper is to identify and compare the features of perception of omnichannel marketing among buyers of cosmetic products in different markets - Russian and East Asian. The research will consist of cluster and correlation analysis methods based on the results of online questionnaires and content analysis from in-depth interviews. Keywords: omnichannel marketing, cosmetic market, consumer perception, East Asia. Translated with DeepL.com (free version)