Формування комунікативної маркетингової політики компанії із врахуванням поведінки споживачів

Abstract

Master's thesis in specialty 075 - Marketing. - Kyiv National University of Technologies and Design, Kyiv, 2023. The thesis is devoted to the study of theoretical and practical aspects of forming the communicative marketing policy of Pioneer Seeds Ukraine LLC, taking into account the behavior of its product consumers. The paper examines the theoretical foundations of communicative marketing policy and the role of consumer behavior in its formation. An assessment of the existing communicative policy of Pioneer Seeds Ukraine LLC was conducted and an analysis of its product consumers' behavior was carried out. Based on the conducted research, practical recommendations for improving the company's communicative marketing policy were developed, taking into account the behavioral characteristics of its target audience.