Marketing research of the Ukrainian chewing gum market aiming to improve the product promotion strategy of the company Mars Ukraine

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dc.contributor.authorMykhalchuk, V.
dc.contributor.authorMykhalova, V.
dc.date.accessioned2021-04-30T14:43:50Z
dc.date.available2021-04-30T14:43:50Z
dc.date.issued2021
dc.descriptionMykhalchuk V. Marketing research of the Ukrainian chewing gum market aiming to improve the product promotion strategy of the company Mars Ukraine / V. Mykhalchuk, V. Mykhalova ; advisor : M. Braiko // Black Sea Science 2021 : proc. of the Intern. Competition of Student Scientific Works / Odessa National Academy of Food Technologies ; eds. B. Yegorov, M. Mardar [et al.]. – Odessa: ONAFT, 2021. – P. 244–269 : tabl. – Ref.: 19 tit.ru_RU
dc.description.abstractThe research reviews theoretical approaches to market research in the development of product promotion strategy, identifies the problem and objectives of marketing research for Mars Wrigley in Ukraine. The analysis of the hierarchy of consumer value of the product "chewing gum", analysis of demand for Orbit and Eclipse gum, analysis of the competitive environment, research of student youth as consumers of chewing gum are carried out. A project of marketing measures to improve the strategy of promotion and overcoming barriers to the consumption of chewing gum is proposed.ru_RU
dc.identifier.urihttps://card-file.ontu.edu.ua/handle/123456789/17553
dc.language.isoen_USru_RU
dc.subjectchewing gumru_RU
dc.subjectmarketing researchru_RU
dc.subjectin-depth interviewru_RU
dc.subjectinsightru_RU
dc.subjectconsumer behaviorru_RU
dc.subjectconsumption barriersru_RU
dc.subjectpromotion strategyru_RU
dc.titleMarketing research of the Ukrainian chewing gum market aiming to improve the product promotion strategy of the company Mars Ukraineru_RU
dc.typeArticleru_RU
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