EXPLORATION OF A RUSSIAN CONSUMER ON AN EXAMPLE OF RUSSIAN TOURISTS IN SPAIN

This thesis represents an intent to get an insight into the market with one of the biggest potential for today – the Russian market. The purpose of the research was to make a profile of the Russian consumer. The study of a Russian consumer and a Russian tourist should be able to help companies understand better the market, draw attention to the need of giving more importance to creating consumer profiles based not only on demographics but on mentality as well. The case company is a technological company situated in Valencia Spain, which owns a tourism portal dedicated to holiday accommodations rentals online. Primary data analysis consisted of telephone interviews with the Russian clients of the case company and reservation data analysis for the period exceeding 1 year. The research helps to construct a Russian consumer profile and adds to the belief that a unified marketing strategy for all the international markets does not work anymore as consumers have become more segmented, more demanding and more sophisticated