COMPARATIVE STUDY OF YOUNG ACTIVE CONSUMERS AS MOBILE APP USERS IN RUSSIA AND EUROPE

Skorobogatykh Irina I. (), Grineva Olga O. (), Ahtijainen Anneli (), Ahtijainen Annikki (), Collu Giulia () and Levanen Anna ()
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Skorobogatykh Irina I.: Plekhanov Russian University of Economics
Grineva Olga O.: Plekhanov Russian University of Economics
Ahtijainen Anneli: IBS-Plekhanov at Plekhanov Russian University of Economics, Satakunta University
Ahtijainen Annikki: IBS-Plekhanov at Plekhanov Russian University of Economics, Satakunta University Author-Name: Indyukova Anastassia G.
Collu Giulia: IBS-Plekhanov at Plekhanov Russian University of Economics, Linneaus University
Levanen Anna: IBS-Plekhanov at Plekhanov Russian University of Economics, HAAGA-HELIA University

Annals of marketing-mba, 2016, vol. 2

Abstract: This article is presenting results of international scientific and applied research project, conducted by international exchange students from partner’s universities, attended class of «Marketing research» at Plekhanov Russian University of economics at IBS-Plekhanov (International business school). The language of instructions is English, and project was done in English in compliance of international marketing research project code of conduct. The detailed marketing research was conducted in order to make comparisons of motivations, perceptions and attitude of young active consumers (YAC) in Russia and Europe concerning mobile applications (Apps). The secondary data collected during desk research stage gave the deep understanding of the Apps market development. Primary research was executed through qualitative stage (in-depth interview with YAC) and qualitative stage (survey among Russian and foreign exchange students of PRUE). The foreign exchange students of PRUE are from different European coun tries and it gave us an opportunity to evaluate the information collected and analyzed in this project as valid to make some recommendations for the producers and sellers of Apps.

Keywords: Young Active Consumers; mobile Apps and the AppStore; place of origin; in-depth interview; online survey. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2016
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