John Schouten

Maria Medvedeva

In the Russian Federation market of packaged convenience foods is currently under steady positive development. At the same time market of convenience foods that does not require any cooling is heavily underdeveloped and there are plenty opportunities for business development. However, Russian customers have specific food consumption culture and it is unclear whether new, innovative types of food product will be in a high demand. The goal of the Thesis is to reveal hidden threats and opportunities and peculiar food cultural habits of inhabitants of St. Petersburg that can arise in front of a company that plans to enter market of St. Petersburg with innovative packaged convenience food product.

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