This document summarizes the results of market research on the thermal underwear market in Moscow. Some key findings include:
- Approximately 50% of Moscow residents have worn or purchased thermal underwear.
- The majority purchase thermal underwear once per season for personal use.
- Thermal underwear is most commonly used for street walks and outdoor sports.
- Adidas and Norveg are the most recognized brands, though many buyers do not know the brand they purchased.
- The most popular purchase locations are Sportmaster/Decathlon stores, malls, and other sport shops.
The document discusses trends in the Ukrainian economy and e-commerce market. It summarizes that the Ukrainian light industry market is worth about $1.5 billion annually, though actual consumption is likely higher. E-commerce in Ukraine is growing rapidly at 50-60% annually and is projected to double in size each year. While electronics and appliances currently dominate online sales, demand exists for other product categories like food, clothing, shoes, and household goods to expand further online.
Product & Brand Management. Development of a new product for Manolo BlahnikSofia Fominova
Ever since the iconic appearance in the “Sex and the City” series, Manolo Blahnik is one of the most anticipated shoe designers in the world (Design Museum, 2016). Since 1971, Blahnik designs individual shoes, where each design has its own story (Blahnik, 2016). He is known as a very independent designer, not picking up every trend (Nelson, 2016).
This report proposes new ideas that would enable Manolo Blahnik to keep up with the fashion trends and stay competitive on the market.
Consumer behaviour analytics_e-commerceSandip Jalan
This document provides an overview of the Indian e-commerce industry and profiles several online retailers including Myntra, Jabong, and Zovi. It then describes the consumer personality survey and brand attitude survey conducted for this study. Based on the results, it analyzes the brand personality of each retailer. Finally, it identifies four key issues: 1) how efforts to reduce customer dogmatism impact retailers, 2) the role of brand personality on purchase intentions, 3) online features for targeting compulsive consumption, and 4) the impact of personalization on consumer attitude. Jabong is selected for recommendations because it showed more room for improvement than Myntra across the identified issues.
The document discusses a study that examines factors that predict consumers' intentions to purchase items from private online sale sites, which offer limited-time sales of designer fashion goods at discounted prices. The study surveyed 164 female members of private sale sites. Through regression analysis, the study found that ease of use of the website and consumers' tendencies towards impulse buying and bargain hunting were significant predictors of purchase intention, while other factors like fashion opinion leadership were not significant predictors. The findings provide insight into the motivations of shoppers at private sale sites.
The document discusses online apparel shopping versus retail apparel shopping. It begins with an introduction that outlines how apparel shopping has transformed over the last 50 years with the rise of international brands and the concept of brand loyalty. It then discusses some of the key differences between online and retail shopping, such as lower prices, better offers, accessibility, variety and availability online. The literature review covers several academic papers on drivers of online shopping behavior and what motivates consumers to shop online. Some of the main drivers identified are perceived benefits like convenience and enjoyment, as well as perceived risks. Exogenous factors like consumer traits, experiences and trust also influence online shopping behavior. The research methodology, data analysis, findings and recommendations are then outlined.
This document summarizes research on analyzing user behavior logs from a social shopping community website. Association rule learning was used to identify relationships between different website features, including direct shopping features and user-generated social features. Several strong rules were found, such as relationships between product views and tags or clicks to external shops. The results provide insights to improve the linking of features and reduce user effort to increase economic goals like external clicks. Future research should consider order and frequency of user interactions and differentiate behaviors of different user segments.
Sell to China - Your Complete Category HandbookAzoya
Chinese consumers’ rising needs for overseas products have provided overseas retailers with a wealth of opportunities. However, these opportunities are not evenly distributed among all categories. Some categories are more popular; some are easier to operate; some need to be given extra attention.
This whitepaper takes a deep dive into different categories that are popular among Chinese cross-border online shoppers. Suggestions about marketing, merchandising, logistics and operation will be given based on different categories. You can't miss this all-encompassing handbook!
The document discusses trends in the Ukrainian economy and e-commerce market. It summarizes that the Ukrainian light industry market is worth about $1.5 billion annually, though actual consumption is likely higher. E-commerce in Ukraine is growing rapidly at 50-60% annually and is projected to double in size each year. While electronics and appliances currently dominate online sales, demand exists for other product categories like food, clothing, shoes, and household goods to expand further online.
Product & Brand Management. Development of a new product for Manolo BlahnikSofia Fominova
Ever since the iconic appearance in the “Sex and the City” series, Manolo Blahnik is one of the most anticipated shoe designers in the world (Design Museum, 2016). Since 1971, Blahnik designs individual shoes, where each design has its own story (Blahnik, 2016). He is known as a very independent designer, not picking up every trend (Nelson, 2016).
This report proposes new ideas that would enable Manolo Blahnik to keep up with the fashion trends and stay competitive on the market.
Consumer behaviour analytics_e-commerceSandip Jalan
This document provides an overview of the Indian e-commerce industry and profiles several online retailers including Myntra, Jabong, and Zovi. It then describes the consumer personality survey and brand attitude survey conducted for this study. Based on the results, it analyzes the brand personality of each retailer. Finally, it identifies four key issues: 1) how efforts to reduce customer dogmatism impact retailers, 2) the role of brand personality on purchase intentions, 3) online features for targeting compulsive consumption, and 4) the impact of personalization on consumer attitude. Jabong is selected for recommendations because it showed more room for improvement than Myntra across the identified issues.
The document discusses a study that examines factors that predict consumers' intentions to purchase items from private online sale sites, which offer limited-time sales of designer fashion goods at discounted prices. The study surveyed 164 female members of private sale sites. Through regression analysis, the study found that ease of use of the website and consumers' tendencies towards impulse buying and bargain hunting were significant predictors of purchase intention, while other factors like fashion opinion leadership were not significant predictors. The findings provide insight into the motivations of shoppers at private sale sites.
The document discusses online apparel shopping versus retail apparel shopping. It begins with an introduction that outlines how apparel shopping has transformed over the last 50 years with the rise of international brands and the concept of brand loyalty. It then discusses some of the key differences between online and retail shopping, such as lower prices, better offers, accessibility, variety and availability online. The literature review covers several academic papers on drivers of online shopping behavior and what motivates consumers to shop online. Some of the main drivers identified are perceived benefits like convenience and enjoyment, as well as perceived risks. Exogenous factors like consumer traits, experiences and trust also influence online shopping behavior. The research methodology, data analysis, findings and recommendations are then outlined.
This document summarizes research on analyzing user behavior logs from a social shopping community website. Association rule learning was used to identify relationships between different website features, including direct shopping features and user-generated social features. Several strong rules were found, such as relationships between product views and tags or clicks to external shops. The results provide insights to improve the linking of features and reduce user effort to increase economic goals like external clicks. Future research should consider order and frequency of user interactions and differentiate behaviors of different user segments.
Sell to China - Your Complete Category HandbookAzoya
Chinese consumers’ rising needs for overseas products have provided overseas retailers with a wealth of opportunities. However, these opportunities are not evenly distributed among all categories. Some categories are more popular; some are easier to operate; some need to be given extra attention.
This whitepaper takes a deep dive into different categories that are popular among Chinese cross-border online shoppers. Suggestions about marketing, merchandising, logistics and operation will be given based on different categories. You can't miss this all-encompassing handbook!
The purpose of this paper is to examine the motivational factors of Turkish consumers‟
attitudes towards counterfeits of luxury goods and their purchase intentions in the context of non-deceptive
counterfeiting. Research is particularly
Product Brochure with summarized information of our publication "Asia-Pacific Cross-Border B2C E-Commerce 2018".
Find more here:https://www.ystats.com/market-reports/asia-pacific-cross-border-b2c-e-commerce-2018/
Omnichannel distribution management on the basis of extended master dataDorien Mouthaan
Nicolas Kröger
Head of E-Commerce and IT
modotex GmbH
Working for modotex since 2008, Nicolas is an acclaimed expert in online fashion distribution through a great variety of e-marketplaces and online shops.
As Head of E-Commerce & IT the main objectives of him and his teams are to improve efficiency and quality of multilingual content creation, enriching extended master data as well as perfecting the automated listing processes on over 30 online distribution channels all over the world.
Nicolas is closely coordinating his activities with the fashion brands and manufacturers partnering with modotex to ensure high standard product presentation and to optimize the international online visibility of their products.
In this paper, I will illustrate how grey markets operate in domestic and international settings, apply these concepts towards the structure of several large and active grey markets currently in operation, demonstrate the effect of these unauthorized vendors upon manufacturers and retailers in operation within said markets, discuss how these white market operators have attempted to counteract these effects, and conclude by suggesting further actions these companies may implement to work with and around unauthorized resellers.
Strategies to combat grey market salesNEW Momentum
Developments in internet technology have made it possible for online shopping and ecommerce to flourish successfully. You have a wide selection of products today to choose from and some of them come with attractive discounts.
A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpall...ijtsrd
The paper is about the results of the primary research which purpose was to know the impact of apparels brand on consumers to purchase a product. The aim of the paper is to make the fact clear that the brand has an impact on customer decision making process. The Primary data has been collected from 128 respondents within the region of Kukatpally area. Questionnaire is framed containing 20 questions which were asked to consumers in Kukatpally area. The secondary data has been collected from internet, books, references etc. Though the different media spread awareness but television advertising plays a vital role in buying behaviour of consumers. The outcome generated from descriptive statistics is that most of the respondents has positive opinion on television advertisements. From the findings, we can also see that there is no significant association between gender of respondents and buying behaviour towards branded apparels. There is a significant association between income of the respondents and frequency of buying branded apparels. There is no difference between male and female groups with respect to the awareness of television advertisements. Dr. R. Narsaiah | R Shashi Preetham ""A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpally Area"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-3 , April 2019, URL: https://www.ijtsrd.com/papers/ijtsrd22838.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/22838/a-study-on-brand-impact-of-apparels-on-consumer-buying-behaviour-in-kukatpally-area/dr-r-narsaiah
Fashion accessories are decorative items that supplement one's garment, such as jewelry, gloves, handbags, hats, belts, scarves, watches, sunglasses, pins, stockings, bow ties, leg warmers, leggings, neckties, suspenders, and tights.
Accessories add color, style and class to an outfit, and create a certain look, but they may also have practical functions. Handbags are for carrying small necessary items, hats protect the face from weather elements, Laptops provide mobile connectivity and are used to increase work power and gloves keep the hands warm.
Many accessories are produced by clothing design companies. However, there has been an increase in individuals creating their own brand name by designing and making their own label of accessories.
Accessories may be used as external visual symbols of religious or cultural affiliation: Crucifixes, Jewish stars, Islamic headscarves, skullcaps and turbans are common examples. Designer labels on accessories are perceived as an indicator of social status.
Accessories are also available in the form of bracelets, necklaces, earrings, and shoelace accessories.
This document provides an overview of the sports apparel industry from a consumer perspective. It begins with dedications and acknowledges those who supported the author's dissertation research. The abstract previews the research topics to be examined, including consumer views on corporate social responsibility, strategies of major brands like Nike and Adidas, and motivations for purchasing sports apparel. An introduction gives background on the size of the sports apparel market. Major sections then discuss the main brands and retailers, popular items and their uses, literature on the industry, and the author's methodology and findings from surveys and interviews on consumer behaviors and perceptions.
The document provides an analysis of opportunities for Finnish fashion brands in the Chinese market. It summarizes key details about China's geography, economy, apparel market size, top performing brands and categories. Distribution channels like department stores, shopping malls, specialty stores, and online sales are growing rapidly. New opportunities exist in tier 2/3 cities and among men's fashion. Digital marketing and multi-brand boutiques are also expanding in China.
Analysis of fashion accessories market in india keerthan gKeerthan G
This document provides a business plan summary for Fremina, a proposed fashion accessories brand targeting urban Indian women. It outlines Fremina's target market as women aged 22-40 in metro and tier 1 cities seeking affordable, everyday fashion. It analyzes the growing Indian accessories market and identifies bags, belts, jewelry and eyewear as key product categories. A three-pronged strategy is proposed involving initial low-cost pricing, sales through own stores and major retailers online and offline, and a marketing mix focusing on visibility and customer engagement. A phased launch timeline and revenue projections estimating Rs. 361.7 crores by 2015-16 are presented.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
This document discusses digital consumers in relation to the fashion industry. It provides an overview of the growth of online fashion sales and discusses several theories related to online fashion consumption, including how social media influences consumers' style choices through social comparison and building online fashion communities meets consumers' need for social connection. It also examines how digital influencers like fashion bloggers act as opinion leaders who help diffuse new fashion trends to their many followers. Finally, it explores how online fashion consumption relates to consumers' self-concept and identity expression.
Global Swimwear/Swimsuit Market Growth, Research, Analysis, Trends, Applicati...market_news
Third, the Swimwear/Swimsuit market analysis is provided for major regions including USA, Europe, China and Japan, and other regions can be added. For each region, market size and end users are analyzed as well as segment markets by types, applications and companies.
Perception of consumers towards niche marketRishav Mahajan
The document summarizes information about niche markets from the perspective of consumer perception. It begins by defining what a market and niche market are, noting that a niche market focuses on a specific product or customer segment. It then discusses niche audiences and how networks and companies target particular demographics. The document presents statistics showing that most consumers prefer to shop at locations that offer multiple products rather than focusing on a single product. It finds that consumers perceive niche markets that concentrate on one product as more convenient when shopping for that item. The document concludes by listing its sources of information.
Men's and women's fashion accessories in the u.s. bags, belts, gloves, hats, ...MarketResearch.com
The document provides an overview and analysis of the US men's and women's fashion accessories market. Some key points:
1) The $16.3 billion accessories market is expected to grow to $20.2 billion by 2012, driven by categories like bags and ties.
2) Bags account for over a third of sales, with men surprisingly accounting for notable shares of some categories like belts.
3) Department stores are the dominant retail channel. Imports exceed $5 billion annually.
4) Market leaders include Coach, Hermes, Jones Apparel Group, and Randa Accessories. Emerging companies include Vera Wang and World of Good.
5) Growth drivers include Americans' preference for
This document provides an overview and summary of the Breadth component of a Knowledge Area Module focusing on investment and international finance. It discusses the historical development of commodity markets, the functions of commodity exchanges, the impact of cartels on markets, and the effects of nationalization. It compares and contrasts the theories of Adelman, Hartshorn, and Radetzki on these topics as they relate to oil markets. The document was written by Thomas P. FitzGibbon for his PhD program and will be reviewed by his assigned assessor and faculty mentor.
1) Online sales of luxury fashion are expected to surge significantly in major markets like the US, UK, and Germany by 2018, growing from 3% to 17% of the total luxury market.
2) Consumer surveys found that while convenient return policies and free shipping were universally important, preferences varied in each market - Americans valued one-stop department store sites, Brits favored multi-brand sites like Net-a-Porter, and Germans expected high service levels.
3) To increase online sales, brands and retailers should focus on offering exclusive products, competitive pricing, and improving the customer experience through reviews, better websites, and tailored offerings for each market.
What does it take to start sales in European Marketplaces fast and with low budget? Not much! Fast Track access through Vokant Group Finland for as little as 500 Eur/month (for ca. 1-10 SKUs).
Marketing Research: Moscow market of thermal base layers (Demo, Rus)Anton LOZHNIKOV
The work on the marketing research of the Moscow market of thermal underwear (base layer). Our agency has conducted (it is a continuous yearly task) a marketing research on the status and dynamics of consumer demand, consumer preferences, and other indicators related to thermal base layers in Russia for one of our customers. The demo version is attached. The demo version is in Russian only, but we will do a promotional translation to English soon.
The purpose of this paper is to examine the motivational factors of Turkish consumers‟
attitudes towards counterfeits of luxury goods and their purchase intentions in the context of non-deceptive
counterfeiting. Research is particularly
Product Brochure with summarized information of our publication "Asia-Pacific Cross-Border B2C E-Commerce 2018".
Find more here:https://www.ystats.com/market-reports/asia-pacific-cross-border-b2c-e-commerce-2018/
Omnichannel distribution management on the basis of extended master dataDorien Mouthaan
Nicolas Kröger
Head of E-Commerce and IT
modotex GmbH
Working for modotex since 2008, Nicolas is an acclaimed expert in online fashion distribution through a great variety of e-marketplaces and online shops.
As Head of E-Commerce & IT the main objectives of him and his teams are to improve efficiency and quality of multilingual content creation, enriching extended master data as well as perfecting the automated listing processes on over 30 online distribution channels all over the world.
Nicolas is closely coordinating his activities with the fashion brands and manufacturers partnering with modotex to ensure high standard product presentation and to optimize the international online visibility of their products.
In this paper, I will illustrate how grey markets operate in domestic and international settings, apply these concepts towards the structure of several large and active grey markets currently in operation, demonstrate the effect of these unauthorized vendors upon manufacturers and retailers in operation within said markets, discuss how these white market operators have attempted to counteract these effects, and conclude by suggesting further actions these companies may implement to work with and around unauthorized resellers.
Strategies to combat grey market salesNEW Momentum
Developments in internet technology have made it possible for online shopping and ecommerce to flourish successfully. You have a wide selection of products today to choose from and some of them come with attractive discounts.
A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpall...ijtsrd
The paper is about the results of the primary research which purpose was to know the impact of apparels brand on consumers to purchase a product. The aim of the paper is to make the fact clear that the brand has an impact on customer decision making process. The Primary data has been collected from 128 respondents within the region of Kukatpally area. Questionnaire is framed containing 20 questions which were asked to consumers in Kukatpally area. The secondary data has been collected from internet, books, references etc. Though the different media spread awareness but television advertising plays a vital role in buying behaviour of consumers. The outcome generated from descriptive statistics is that most of the respondents has positive opinion on television advertisements. From the findings, we can also see that there is no significant association between gender of respondents and buying behaviour towards branded apparels. There is a significant association between income of the respondents and frequency of buying branded apparels. There is no difference between male and female groups with respect to the awareness of television advertisements. Dr. R. Narsaiah | R Shashi Preetham ""A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpally Area"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-3 , April 2019, URL: https://www.ijtsrd.com/papers/ijtsrd22838.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/22838/a-study-on-brand-impact-of-apparels-on-consumer-buying-behaviour-in-kukatpally-area/dr-r-narsaiah
Fashion accessories are decorative items that supplement one's garment, such as jewelry, gloves, handbags, hats, belts, scarves, watches, sunglasses, pins, stockings, bow ties, leg warmers, leggings, neckties, suspenders, and tights.
Accessories add color, style and class to an outfit, and create a certain look, but they may also have practical functions. Handbags are for carrying small necessary items, hats protect the face from weather elements, Laptops provide mobile connectivity and are used to increase work power and gloves keep the hands warm.
Many accessories are produced by clothing design companies. However, there has been an increase in individuals creating their own brand name by designing and making their own label of accessories.
Accessories may be used as external visual symbols of religious or cultural affiliation: Crucifixes, Jewish stars, Islamic headscarves, skullcaps and turbans are common examples. Designer labels on accessories are perceived as an indicator of social status.
Accessories are also available in the form of bracelets, necklaces, earrings, and shoelace accessories.
This document provides an overview of the sports apparel industry from a consumer perspective. It begins with dedications and acknowledges those who supported the author's dissertation research. The abstract previews the research topics to be examined, including consumer views on corporate social responsibility, strategies of major brands like Nike and Adidas, and motivations for purchasing sports apparel. An introduction gives background on the size of the sports apparel market. Major sections then discuss the main brands and retailers, popular items and their uses, literature on the industry, and the author's methodology and findings from surveys and interviews on consumer behaviors and perceptions.
The document provides an analysis of opportunities for Finnish fashion brands in the Chinese market. It summarizes key details about China's geography, economy, apparel market size, top performing brands and categories. Distribution channels like department stores, shopping malls, specialty stores, and online sales are growing rapidly. New opportunities exist in tier 2/3 cities and among men's fashion. Digital marketing and multi-brand boutiques are also expanding in China.
Analysis of fashion accessories market in india keerthan gKeerthan G
This document provides a business plan summary for Fremina, a proposed fashion accessories brand targeting urban Indian women. It outlines Fremina's target market as women aged 22-40 in metro and tier 1 cities seeking affordable, everyday fashion. It analyzes the growing Indian accessories market and identifies bags, belts, jewelry and eyewear as key product categories. A three-pronged strategy is proposed involving initial low-cost pricing, sales through own stores and major retailers online and offline, and a marketing mix focusing on visibility and customer engagement. A phased launch timeline and revenue projections estimating Rs. 361.7 crores by 2015-16 are presented.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
This document discusses digital consumers in relation to the fashion industry. It provides an overview of the growth of online fashion sales and discusses several theories related to online fashion consumption, including how social media influences consumers' style choices through social comparison and building online fashion communities meets consumers' need for social connection. It also examines how digital influencers like fashion bloggers act as opinion leaders who help diffuse new fashion trends to their many followers. Finally, it explores how online fashion consumption relates to consumers' self-concept and identity expression.
Global Swimwear/Swimsuit Market Growth, Research, Analysis, Trends, Applicati...market_news
Third, the Swimwear/Swimsuit market analysis is provided for major regions including USA, Europe, China and Japan, and other regions can be added. For each region, market size and end users are analyzed as well as segment markets by types, applications and companies.
Perception of consumers towards niche marketRishav Mahajan
The document summarizes information about niche markets from the perspective of consumer perception. It begins by defining what a market and niche market are, noting that a niche market focuses on a specific product or customer segment. It then discusses niche audiences and how networks and companies target particular demographics. The document presents statistics showing that most consumers prefer to shop at locations that offer multiple products rather than focusing on a single product. It finds that consumers perceive niche markets that concentrate on one product as more convenient when shopping for that item. The document concludes by listing its sources of information.
Men's and women's fashion accessories in the u.s. bags, belts, gloves, hats, ...MarketResearch.com
The document provides an overview and analysis of the US men's and women's fashion accessories market. Some key points:
1) The $16.3 billion accessories market is expected to grow to $20.2 billion by 2012, driven by categories like bags and ties.
2) Bags account for over a third of sales, with men surprisingly accounting for notable shares of some categories like belts.
3) Department stores are the dominant retail channel. Imports exceed $5 billion annually.
4) Market leaders include Coach, Hermes, Jones Apparel Group, and Randa Accessories. Emerging companies include Vera Wang and World of Good.
5) Growth drivers include Americans' preference for
This document provides an overview and summary of the Breadth component of a Knowledge Area Module focusing on investment and international finance. It discusses the historical development of commodity markets, the functions of commodity exchanges, the impact of cartels on markets, and the effects of nationalization. It compares and contrasts the theories of Adelman, Hartshorn, and Radetzki on these topics as they relate to oil markets. The document was written by Thomas P. FitzGibbon for his PhD program and will be reviewed by his assigned assessor and faculty mentor.
1) Online sales of luxury fashion are expected to surge significantly in major markets like the US, UK, and Germany by 2018, growing from 3% to 17% of the total luxury market.
2) Consumer surveys found that while convenient return policies and free shipping were universally important, preferences varied in each market - Americans valued one-stop department store sites, Brits favored multi-brand sites like Net-a-Porter, and Germans expected high service levels.
3) To increase online sales, brands and retailers should focus on offering exclusive products, competitive pricing, and improving the customer experience through reviews, better websites, and tailored offerings for each market.
Similar to Marketing Research: Moscow market of thermal base layers (Demo, Eng) (8)
What does it take to start sales in European Marketplaces fast and with low budget? Not much! Fast Track access through Vokant Group Finland for as little as 500 Eur/month (for ca. 1-10 SKUs).
Marketing Research: Moscow market of thermal base layers (Demo, Rus)Anton LOZHNIKOV
The work on the marketing research of the Moscow market of thermal underwear (base layer). Our agency has conducted (it is a continuous yearly task) a marketing research on the status and dynamics of consumer demand, consumer preferences, and other indicators related to thermal base layers in Russia for one of our customers. The demo version is attached. The demo version is in Russian only, but we will do a promotional translation to English soon.
Business is based on a PROFESSIONALLY BUILT BRAND.
We perceive brand as a unique individualised space developing in several dimensions.
A successful brand is always a MYTH, a true legend that attracts, brings joy and amazes. By joining the brand, one becomes stronger.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Vokant Management OY is a Finnish sportswear company founded in 1998 that specializes in outdoor apparel and owns the Guahoo and Laplandic brands. It operates out of headquarters in Espoo, Finland and a representative office in Moscow, Russia. The company started by importing thermals and began producing its own brands in 2003 and 2009. It protects its trademarks globally and ensures quality control of its suppliers and production. Vokant focuses on sustainability, listening to partners and customers, and fair play in its business operations.
Thermal underwear originated in Finland in the early 20th century and became popular among athletes, hunters and fishermen. During World War 1, it gained widespread acceptance and use for everyday winter wear. Today, advances in materials allow underwear to remove moisture and maintain warmth. The document discusses the history and production of thermal underwear brands Guahoo and Laplandic by the Finnish company Vokant Management Oy.
Guahoo®, a Finnish apparel brand, presents their Spring/Summer 2013 collection featuring casual, outdoor, and sports clothing designed for an active lifestyle. The collection includes pants, shorts, t-shirts, windbreakers, and fleece jackets made from breathable and moisture-wicking fabrics like cotton, softshell, and fleece in classic colors. Each piece is designed with functionality, comfort, and style in mind for work or leisure both in and outside the city.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
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2. 2SUMMARY
Table of Content
Slide No.
Table List 3
Research Description 4
Condition and Behavior of the Consumer Demand for Thermal Underwear 7
Thermal Underwear Purchase Frequency and Addressees 10
Situations of Thermal Underwear Use 11
Brand Preferences of the Thermal Underwear Buyers 12
Awareness of Thermal Underwear Brands 14
Social Portrait of Thermal Underwear Buyers by Brands 16
Places of Thermal Underwear Purchase 18
Thermal Underwear Internet Purchase 20
Overlapping of the Thermal Underwear Sales Formats 21
Differences of the Thermal Underwear Buyer Audiences 22
3. 3SUMMARY
Table List
Slide
No.
Table 1. Categorization of the Thermal Underwear Buyers by Gender 7
Table 2. Categorization of the Thermal Underwear Buyers by Age 8
Table 3. Social Portrait of the Thermal Underwear Buyers by Brands in a View
of Age Groups
16
Table 4. Social Portrait of the Thermal Underwear Buyers by Brands in a View
of the Income Self-Assessment
17
Table 5. Places of Thermal Underwear Purchase 19
Table 6. Overlapping of the Audiences of Thermal Underwear Stores 21
Table 7. Gender Differences of the Audiences of Thermal Underwear Stores 22
Table 8. Age Differences of the Audiences of Thermal Underwear Stores 23
Table 9. Income Self-Assessment Differences of the Audiences of Thermal
Underwear Stores
24
4. 4SUMMARY
Research objective. To gain an insight into the current thermal underwear use situation in
Moscow and predict the consumer demand dynamics in the near-term perspective.
Goals:
• To determine the actual and potential capacity of the Moscow thermal underwear market
as the largest and financially significant one
• To determine probable variations of the consumer demand for thermal underwear in the
near-term perspective (next season)
• To identify the basic situations of thermal underwear use by Moscow residents
• To determine the XXX Brand share in the Moscow market
• To determine approximate shares of the main competitors in the Moscow market
• To identify a thermal underwear brand awareness
• To identify the basic shopping format of thermal underwear purchases by Moscow
residents
• To draw a portrait of an “average” Moscow buyer of thermal underwear
Research Description
5. 5SUMMARY
Target group: residents of 4 administrative districts of Moscow: South-East Administrative
District, South-West Administrative District, North Administrative District, North-East
Administrative District (except for the immigrants).
Information sources: Federal State Statistics Service data, secondary research data,
interview with the buyers.
Method: phone interviews with the Moscow residents over 16 years of age based on a
formalized questionnaire.
Amount: 1,600 interviews
Period: March 2013
Geography: Moscow
Form of presentation: Power Point slides
6. 6SUMMARY
Selection Stages of the Respondent :
• Data of the National Population Census.
• Stratified sampling of the Moscow administrative districts
• Random phone selection of respondents.
7. 7SUMMARY
Moscow thermal underwear market capacity.
• At the time of the poll ХХХ % have worn or purchased thermal underwear (which in
absolute numbers is ХХХ people)
• Hence one can assume that the total capacity of the Moscow thermal underwear market
(without participation of immigrants) is ХХХ % or approximately ХХХ people in absolute
numbers.
Data of the Federal
State Statistics
Service for Moscow
Poll data Wore Wore Brand
Male 46.1% 43.8% ХХХ % ХХХ %
Female 53.9% 56.2% ХХХ % ХХХ %
Table 1. Categorization of Thermal Underwear Buyers By Gender
Condition and Dynamics of the Consumer Demand for Thermal
Underwear.
8. 8SUMMARY
16-23 24-29 30-39 40-49 50-59 60+
Data of the
Federal State
Statistics Service
12.1% 12.4% 19.0% 17.3% 17.0% 22.3%
Poll data 11.3% 13.0% 19.7% 14.6% 17.6% 22.2%
Wore thermal
underwear
ХХХ % ХХХ % ХХХ % ХХХ % ХХХ % ХХХ %
Wore Brand ХХХ % ХХХ % ХХХ % ХХХ % ХХХ % ХХХ %
Table 2. Categorization of Thermal Underwear Consumers by Age.
9. 9SUMMARY
• ХХХ% of the total selection have plans to purchase thermal underwear in the future:
out of those who has purchased thermal underwear– ХХХ%;
out of those who has not– ХХХ %.
• Therefore, the correlation between the actual and potential thermal underwear buyer
audiences in Moscow is ХХХ. This means that the Moscow thermal underwear market at
this moment is close to saturation. But considering that not every intention to purchase
leads to its realization, and additionally considering the negative macro- and micro
economical processes (stable negative Consumer Confidence Index, decrease in car
purchases, sales decrease in FMCG segment of medium and premium level) one can
assume that the Moscow thermal underwear market has a tendency to contraction in the
nearest future. One should predict a decline of the consumer demand for thermal
underwear by ХХХ %.
10. 10SUMMARY
• Multiple purchases (over 60%) prevail in those who have purchased/worn thermal
underwear.
• Prevailing frequency of thermal underwear purchase is once per season (approximately
50%). Less often than once per season – 37%. More often than once per season – 8%.
• The addressees of the thermal underwear purchases are mostly self-usage (for self) –
over 50%. Then there are purchases for self and others (24%) and For others (16%).
Thermal Underwear Purchase Frequency and Addressees.
11. 11SUMMARY
Situations of Thermal Underwear Use
In the situations of thermal underwear use (open question) the leader is “for street walks”
(ХХХ%). Then go (provided data are not ranked by decrease of their significance):
Outdoor sports (ХХХ%);
Everyday wear (ХХХ%).
For warmth when it is cold (ХХХ%);
For hunting/fishing (ХХХ %);
For tourism (3%);
Other (less than 2%).
12. 12SUMMARY
Brand Preferences of the Thermal Underwear Buyers.
• ХХХ Brand share in the Moscow thermal underwear market is approximately ХХХ %
(in the absolute values from the number of Moscow residents who have worn it –
approximately ХХХ people).
• The audience of ХХХ Brand and the audience of Moscow residents, who have
purchased/worn thermal underwear are somewhat different: the audience of ХХХ Brand
is more high-profitable.
From the buyers of thermal underwear of ХХХ Brand: a challenging purchase for 54%
is car, for 27% - real estate, for 11% - major appliances.
From the audience of the Moscow resident buyers of thermal underwear: a
challenging purchase for 23% is a car, for 18% - major appliances, for 15% - real estate.
13. 13SUMMARY
• Competitive surrounding of ХХХ Brand without a statistical load of those who don’t
remember (provided data are not ranked by decrease of their significance):*
Adidas – ХХХ %;
Norveg – ХХХ %;
ХХХ Brand– ХХХ %;
Guahoo - ХХХ %;
North Face - ХХХ %;
Nova Tour - ХХХ %
Marmot - ХХХ %;
Glissade - ХХХ %;
Cratex – ХХХ %.
Other brands (mostly singular) – 42%.
• The inability of most of the respondents to remember the trade mark of the purchased
thermal underwear implies that the consumer behavior can be described by the phrase
“ХХХ”.
• This is supported by a low, comparing to the purchases in Sportmaster (see further),
recognition of Glassade (ХХХ% purchased the thermal underwear in Sportmaster, 3%
specifically purchased Glissade, 5% recognized Glissade).
* The total of values exceeds 100%, as the respondents could mark several options.
14. 14SUMMARY
Awareness of the Thermal Underwear Brands
• The research showed that in half of the cases (47%) the buyers do not know the
brands of thermal underwear.
• In those who knew, the leading trade mark by recognition is Adidas (32%). But in this
case one has to account for distortions related to a global nature of this Brand.
• ХХХ Brand is in the group of the most recognized brands.
Without considering Adidas the following brands are listed in accordance with their
awareness (provided data are not ranked by decrease of their significance):
Norveg (ХХХ %);
Marmot (ХХХ %);
Guahoo (ХХХ %);
North Face (ХХХ %);
Ultramax (15%);
Nova Tour (14%);
Cratex (12%);
Glissade (11%);
Other brands (mostly singular) – 29%.
15. 15SUMMARY
• Significant differences between ХХХ Brand recognition and its purchases indicate
that the advertising effectiveness (buyer awareness) is considerably ahead of the
distributional one.
16. 16SUMMARY
Social Portrait of the Thermal Underwear Buyers by Brands.
16-23 24-29 30-39 40-49 50-59 60+
Social portrait of the brand buyer
(except for Others) - 100%.
15% 15% 22% 16% 16% 14%
Social portrait of Other brand
buyer (mostly singular) - 100%.
15% 19% 30% 15% 11% 8%
Table 3. Social Portrait of the Thermal Underwear Buyers by Brands in a View of
Age Groups.
17. 17SUMMARY
Car purchase is
challenging
Major appliances
purchase is
challenging
Real-estate
purchase is
challenging
Social portrait of the
brand buyer (except for
Others) - 100%.
28% 16% 19%
Social portrait of Other
brand buyer (mostly
singular) - 100%.
28% 23% 22%
Table4. Social Portrait of the Thermal Underwear Buyers by Brands in a View of
Income Self-Assessment.
There are no gender-related differences found in the usage.
18. 18SUMMARY
Places of Thermal Underwear Purchase.
Most consumers (82%) do not remember in which exact stores (names) they purchased
thermal underwear.
The most attractive places for the thermal underwear purchases are (provided data are not
ranked by decrease of their significance):
• Sportmaster/Dekatlon stores (ХХХ%);
• Trade centers/Malls (ХХХ%);
• In Other sport shops/in Pavilion shops (Dubrovka, All-Russian Exhibition Center)
thermal underwear is purchased by approximately 9 %;
• In Internet shops– ХХХ %;
• In the Hunting/Fishing type stores thermal underwear is purchased by ХХХ%;
• In specialized trade centers (SportHit, Extreme type) thermal underwear is purchased
by ХХХ %;
• In merchandize markets– only 6%;
• In other Points of Sale– 4% and less.
19. 19SUMMARY
Table 5. Places of Thermal Underwear Purchase.
Trade
Center
Sportmast
er/Decatlo
n
Other sport
stores
Market, in
the pavilion-
type stores
Internet
Social portrait of
the brand buyer
(except for Others)
- 100%.
ХХХ % ХХХ % 9% 15% ХХХ%
Social portrait of
Other brands
buyer (mostly
singular) - 100%.
ХХХ % ХХХ % 11% 15% ХХХ%
20. 20SUMMARY
Internet Purchases of Thermal Underwear
In the Internet purchases of thermal underwear (Internet purchases of thermal
underwear are taken for 100%) the leader is Adidas (ХХХ %). But it is necessary
to consider a certain correction caused by possible overlay of thermal
underwear with some other product (knitwear, sportswear) of this global brand in
the consumer mind.
Then follow (provided data are not ranked by decrease of their significance):
Norveg – ХХХ%;
Brand ХХХ - ХХХ%;
Guahoo – ХХХ%;
Marmot – ХХХ%;
North Face, Glissade – по ХХХ%;
Other brands (mostly singular) – 19%.
21. 21SUMMARY
Overlapping of the Thermal Underwear Sales Formats
In which other stores do the Buyers purchase thermal underwear?
People purchasing thermal underwear mostly from Sportmaster/Dekatlon (taken for 100%)
also intent to buy thermal underwear in trade centers/malls (ХХХ %).
The audience of thermal underwear buyers in Trade centers/malls (taken for 100%) very
much intent to buy thermal underwear in Sportmaster/Dekatlon (ХХХ %).
Internet buyers (taken for 100%) also purchase thermal underwear in Sportmaster/Dekatlon
(ХХХ %), and Trade centers/malls (ХХХ %).
From the buyers of
Sportmaster / Dekatlon
From the buyers
of Trade
centers/malls
From the
Internet
buyers
Sportmaster/Dekatlon 100% ХХХ % ХХХ %
Trade centers/malls ХХХ % 100% ХХХ %
Internet purchases 4 % 7 % 100%
Table 6. Overlapping of the Audiences of Thermal Underwear Stores
22. 22SUMMARY
Differences of the Thermal Underwear Buyer Audiences
Table 7. Gender Differences of the Audiences of Thermal Underwear Stores
Sportmaster/Dekatlon Trade
centers/malls
Internet purchases
Male 54% 47% 35%
Female 46% 53% 65%
24. 24SUMMARY
Table 9. Income Self-Assessment Differences of the Audiences of Thermal
Underwear Stores
Sportmaster/De
katlon
Trade centers/malls Internet
purchases
Car purchase is
challenging
ХХХ % ХХХ % ХХХ %
Real estate purchase is
challenging
22% 12% 19%
Major appliances
purchase is
challenging
17% 23% 19%