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Comparative Study Of Young Active Consumers As Mobile App Users In Russia And Europe

Author

Listed:
  • 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.
    Plekhanov Russian University of Economics)

  • 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)

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.

Suggested Citation

  • Skorobogatykh Irina I. & Grineva Olga O. & Ahtijainen Anneli & Ahtijainen Annikki & Collu Giulia & Levanen Anna, 2016. "Comparative Study Of Young Active Consumers As Mobile App Users In Russia And Europe," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, August.
    • Handle: RePEc:mmb:journl:articl_v2_12_16
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    File URL: http://www.marketing-mba.ru/article/v2_16/Skorobogatykh.pdf
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    References listed on IDEAS

    as
    1. Fildes, Robert, 1988. "Journal of business : Lupoletti, William M. and Roy H. Webb, 1986, Defining and improving the accuracy of macroeconomic forecasts; contributions from a VAR model, 59, 263-284," International Journal of Forecasting, Elsevier, vol. 4(3), pages 511-512.
    2. John B. Carlson, 2012. "Public pensions under stress," Forefront, Federal Reserve Bank of Cleveland, issue Spring, pages 1-41..
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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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