INFLUENCE OF CULTURAL FACTORS ON MARKETING STRATEGY IN E-SHOPPING. CASE STUDY OF ASOS IN RUSSIA

Evgeniya Volodina

Diplomová práce

Abstract:

The principle purpose of this diploma thesis is to help to improve the knowledge about Russian market through the theory as well as to understand the expectations and needs a Russian customer has on online clothing shops. The first part of this diploma thesis introduces the topic in general concept and chapter after chapter precise the topic by reviewing the literature. The second part of this diploma thesis is own practical work where at least 100 responders answered questionnaire, which was designated to gain good understanding of Russian consumers shopping online. Assembled questionnaire assessed individually and all together providing consumer insights about performance of online clothing brand ASOS. By having studied the results of this work other foreign companies will be able to assess their readiness to enter Russian market and adjust the marketing strategy specifically for the cultural characteristics of the population. Also, the analyze of the current marketing strategy of ASOS in Russian market and influencing cultural factors may be useful for the company to improve their strategy and make it more effective.

Keywords

E-commerce, Cultural factors, Marketing strategy

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2018

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / European Agrarian Diplomacy