Customers' Perception and Attitude to Covert Methods of Marketing Influences in Offline Retail in Russia

Student: Gladkikh Polina

Educational Programme: Marketing and Market Analytics (Bachelor)

Final Grade: 9

Year of Graduation: 2024

In the modern world, consumers have become "blind" to advertising, which indicates a decrease in its effectiveness, so companies are forced to look for other ways to influence consumers. The susceptibility of consumers to covert methods of marketing influence is still poorly understood. This work examines the attitude and perception of Russian consumers towards covert methods of marketing influences at the Russian offline retail market. As a result of the work, the types of covert marketing influences and factors affecting the frequency of their recognition will be revealed.

Full text (added May 21, 2024)

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