Promotion Activities Development Based on Customer Behavior Research

Student: Danilova Anastasia

Faculty: Faculty of Management

Educational Programme: Business Administration (Bachelor)

Year of Graduation: 2024

This study is aimed at analysing consumer behaviour and developing a promotion strategy. The main objective is to identify the main incentives and preferences of the resort's clientele in order to attract new visitors and maintain the loyalty of the existing consumer base. To achieve this goal, a methodology including questionnaires and interviews with a representative sample of people visiting the Gubakha resort will be used. The result of the consumer research is to identify the key factors influencing the choice of the resort, determine optimal strategies to attract the target audience and increase the overall satisfaction of the resort visitors. After conducting the research and analysing the findings, a promotion programme was developed to meet the needs of the target audience and increase the resort's visibility.

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