Methodology of attracting new customers in the auto-service market on the example of AlfaMG

RUSSIAN PRESIDENTIAL ACADEMY OF NATIONAL ECONOMY AND PUBLIC ADMINISTRATION 





International Master’s Program 

Project Management 

	

	

	Topic of Dissertation

	“Methodology of attracting new customers in the 

	auto-service market on the example of “AlfaMG””

	

	Word count:

	

	Prepared by Voronkova Daria Alexandrovna

	Under Supervision of Verbetsky Alexey Dmitrievich

	

	

	June 2017



Table of Contents

Abstract	4

Acknowledgements	5

Part 1. Introduction	6

1.1. Research Questions	6

1.2. Research Aims	6

1.3. Structure of Study	7

Part 2. Literature Review	9

2.1. Methods of Business Structure Analysis	9

2.2. Tools Affecting Customer Engagement	14

2.3. Performance Indicators	17

2.4. Summary	20

Part 3. Methodology	21

3.1. Research Design	21

3.2. Research Model	22

3.3. Limitations of the Analysis	24

Part 4. Overview of Russian Market	26

4.1. Market Size and Trends	26

4.2. Segmentation and Structure	30

4.3. Competitive Environment	33

4.4. Summary	38

Part 5. Analysis of “AlfaMG” Marketing Policy	39

5.1. General Characteristic	39

5.2. Interaction with External Environment	42

5.3. Marketing Policy	47

5.4. Summary	50

Part 6. Data Collection	51

6.1. Analyzing Qualitative Data	51

6.2. Summarizing Results	56

Part 7. Recommendations and Conclusions	57

7.1. Technological Approach	57

7.2. Marketing Communications	61

7.2.1. Promotion in Instagram	62

7.2.2. Promotion in VK	64

7.3. Evaluation the Efficiency	66

7.4. Conclusions and Further Research Options	69

Bibliography	70

Appendixes	72

Appendix 1	72

Appendix 2	73

Appendix 3	74

Appendix 4	75

Appendix 5	76

Appendix 6	77

Appendix 7	78

Appendix 8	80

Appendix 9	81

Appendix 10	82

Appendix 11	83

Appendix 12	84

Appendix 13	85













Abstract

This research project analyses the key dimensions and components on which companies, operating in auto-service market in Russia, stand. The core point of this work is the market research of organizations of medium-sized businesses, which try not only to survive in the marketplace, but also develop and increase their revenue by attracting more customers. The aim was to propose a set of recommendations to further dynamic of such companies in Moscow by analyzing the whole auto-service market in common with following focusing on the typical representative of such kind of business “AlfaMG”.

Analysis of the development of auto-service market involves the study of the automobile park, its size, structure, age variation, concentration by geography and intensity of operation. Moreover, it shows costumers in the context of level of income, age and gender. Each individual auto service enterprise its specific types of services and has a certain number of employees, production capacity, specific mode of operation and deals with a certain segments of the market. 

After reviewing the auto-service market there takes place the analysis of companies that represent medium-sized businesses and are oriented at medium and high price segment. The identification of the most popular auto-service in such area will be followed by analysis of their marketing attitude and the features of communication and customer engagement. For deeper involvement in the research process there will be described the marketing policy and position of “AlfaMG” that will allow to pay attention to the situation inside and focus on internal environment.

Based on major findings, this research project suggests the marketing program that can be used by the company that operates in the sphere of auto-service and represents the medium-sized business in the Moscow market. The relevance of this work is determined by the lack of effort that many companies should make to compile effective engagement program. In terms of the 21st century is enough hard to survive due to highly developed competition in the market, as well as the abundance of the offered goods or services. The market is filled with the variety of beneficial offers that promote small, medium and large businesses in different fields. “AlfaMG” conducts business in the auto-service market, which fills a lot of companies with similar characteristics: small share in the marketplace, lack of new customers, stable revenue and poor marketing policy. Therefore, conducting the effective marketing program for attracting new customers that can fit the majority company of such business will play the key role. 











Acknowledgements

I am using this opportunity to express my gratitude to everyone who supported me during two-year master’s program and implementation of this research project.

First of all, I wish to express my sincere thanks to Alexey Verbetsky, a supervisor who inspired me at every stage of research and gave most valuable pieces of advice and comments on enhancing the quality of my research.

I am also grateful to Mitali Mittra for support and encouraging during studies, providing all the necessary facilities and methodologies for the research. Mitali was the first person whom I contacted while selecting master’s program in 2015 and since the first our conversation I had no more hesitations about what program to choose. 

I also place on record, my sense of gratitude to all the brilliant professorswho shared not only their knowledge and experience, but also their approach to profession. 

In conclusion, I am grateful to my group members for teamwork, collaboration and bringing fun and creativity to study process. 











































Part 1. Introduction

This part represents the research questions of present master thesis and describes the links of these questions to business context. The aim of this project is to propose a set of recommendations to foster sustainable and dynamic development for attracting new clients for companies operating in the sphere of auto-service business in Moscow. The structure outline is also presented in this part. The sequence and specifics of each study stage are described. 

1.1. Research Questions

Customer’s attraction is the main difficulty of any company, the scope of which is retail trade in addition to the wholesale trade. Due to this problem, marketing is becoming increasingly important in our lives, offering a variety of modern methods and tools to help organizations plan and create programs to attract new customers. The effectiveness of the developed program of attraction clients, in fact, shows the ability of company to conduct market in common, rationally allocate and use resources to meet the demands of potential buyers. Moreover, today there is a possibility to attract clients using technologies, for example, Internet marketing and implementing in this process different types of marketing communications to attract people's attention to the promoted object. Of course, the factor of competition has gradually shifted from offline –life to online, covering both.

The relevance of the topic is determined by the failure of the efforts of many companies, which should be made to provide an effective marketing program. The main problem today is that it is quite hard to progress due to a highly developed competition in the market. The market is filled with practical variety of beneficial offers that promote small, medium and large companies in various fields of business.As it was written earlier, the main object of the analysis is auto-service market with medium-sized companies that stuck from losing extra money due to inefficient marketing policy. Company “AlfaMG” conducts business exactly in this sphere and it may be referred to medium-sized company that is why dissertation includes the external and internal analysis of this auto service. The main risk caused by leaving many companies with similar characteristics from the market. For that reason, the presence of the carefully elaborated marketing program to attract customers can play a key role, especially if it may be appropriate to multiple companies from the chosen sphere of business. 

1.2. Research Aims

The aim of this project is to propose a set of recommendations to foster sustainable and dynamic development for attracting new clients for companies operating in the sphere of auto-service business in Moscow ecosystem in Moscow. A number of interrelated objectives have been identified in order to achieve the project aim. The core objectives can be formulated in the following way:

Analyze the main marketing tools that will help get results: what is classical marketing mix, what are modern marketing communications, and how can they contribute to engaging new customers?

Identify core performance indicators: what is sales funnel, what is conversion rate?

Methodology: secondary research, primary research.

Market overview:size; what are the main segments; what are the main competitors?

Marketing policy of “AlfaMG”:how “AlfaMG” interact with external invironment;whichmarketing policy does “AlfaMG” observe?

Data analysis: what is expert’s opinion about market situation; what do they recommend for improving current marketing policy in the sphere of attracting new customers?

Recommendations: what such companies should change in their attitude to marketing policy in order to expand their market share, avoiding risk of losing business?

1.3. Structure of Study

To logically represent the findings, the study is divided into five parts. The first part is entitled “Introduction” and provides the research questions, gives a short description of research aims, and represents limitations of the study. The following parts reveal the core components of research process. 

The secondary research of academic and business literature relevant to the study subject is outlined in the third part. At this stage of the research, potentially important areas and parameters of business development were identified. The second part of the study demonstrates the literature analysis that describes the main ratios, defines the factors of successful marketing policy, provides the overview of marketing communications and explains their role in company’s performance. 

The research methodology is set in the third part that describes contents and sequence of the study stages and the research model. Research model divided into 2 parts: primary and secondary research. 

The fourth part consists of the overview of Moscow automotive market:

Cover the size of the market;

Outline the segmentation;

Porter’s Five Force for understanding where power lies in business solution;

Draw the map of positioning.

The fifth part represents the performance of “AlfaMG” that is a relevant example of chosen market. There is company’s description with short analysis of internal environment, analysis of external environment and analysis of marketing communications and tools that “AlfaMG” uses.

The sixth part- data analysis.It shows findings that were gotten during analysis with the help of experts’ opinion.

The concluding seventh part of the study contains recommendations for the medium-sized companies in the field of auto-service having poor marketing policy.

For writing graduation were used tutorials, books by authors such as Philip Graves, Leonardo Inghilleri and Micah Solomon, John Tschohl, Philip Kotler, Jack Trout (etc.), articles and other relevant resources. 

























































Part 2. Literature Review

This part represents the critical review of the academic and business literature related to the research topic. 

To create an effective program and further recommendations, it is crucial to understand the business context, in case of overall Russian market industry and the current trends of company’s development.

This section of the study represents the context analysis, which contains the overview of tools and factors affecting customer engagement, performance indicators and most recent trends, the analysis of articles (“Efficiency of Auto Service Sales Funnel”, “Attracting New Customers in the Internet: Business Development”) including information about marketing tools in sphere of auto-service. The section describestools that will be used in order to identify problems and will be involved in the subsequent analysis. 

2.1. Methods of Business Structure Analysis

Supply and demand are the fundamental factors of trade in the market economy. There are always several manufacturers producing if not the same, but interchangeable products, offering similar services. Consumersare guided not only by their need of buying a product or service, but also by many other factors: short-term desires, planning for the future, current financial situation and so on. Therefore, the production planning and the use of methods and tools, discussed below, the company should take into account along with the current situation its possible future. For example, financial crises. During this period the consumer’s needs remain the same, or even increase, but purchasing power is getting low, so the demand at the consumer level may not change, but in fact (in terms of market relations) it falls. Therefore, proper forecasting of future situation and appropriately adapting to it is important to the rational use of results of the study. 

The SWOT Analysiscan be identified like basis of all tools that are needed for preparing accurate marketing review. During marketing research of “AlfaMG” such tool is conducted for identification the main problems and possibilities that it has. In this case, the company should focus on the development of marketing program, offering benefits that can be interesting not only existing but also new customers, using modern tools of awareness. By the results it will be clear that majority companies, operating in the same way (for example, “Eurokom-Auto” and “ASKO”), have the same weaknesses. SWOT Analysis is a tool covering the whole range of activities: internal business processes and external environment. Tool SWOT Analysis belongs to a method of strategic planning. In general, the results of the analysis are presented in the form of a matrix comprising four sections (Picture 1):

1. STRENGTHS (S) – the strengths of the company. It is internal factors that give the company a strategic advantage;

2. WEAKNESSES (W) – weaknesses of the company. Those internal factors that weaken the competitive position of the company and are directly dependent on management and operating activities;

3. OPPORTUNITIES (O) – opportunities for development. These are external factors that give the company new opportunities for development and improving its competitive position in the market;

4. THREATS (T) –external threats. These are factors that are outside of the company and may threaten its further development and position in the competitive arena.

Picture 1 – Matrix of SWOT Analysis

Source: Philip Kotler “Strategic Marketing Management” 

(According to text: The Best Techniques and Methods – Alpina Pablisher, 

2015 – page 40)





According to the automotive sphere of business, there is a short overview of SWOT Analysis below (Picture 2): 

Picture 2 – SWOT Analysis Matrix of Russian Automotive Business



The SWOT Analysis pursues two main objectives: 

To form the broadest possible view of the location of the survey company;

To select one of four basic strategies directions of development, based on four spheres of the matrix and on the obtained data. 

Philip Kotler also shares with next table (Table 1), that shows that SWOT Analysis is a basic tool, but there are other methods which do not comprise a wide overview, but they assess specific indicators that could help to get resulting solution. The offered variant by Philip Kotler was adapted to the topic:

Table 1 – Hierarchy of Instruments

Source: Philip Kotler “Strategic Marketing Management” 

(According to text: The Best Techniques and Methods – Alpina Pablisher, 

2015 – page 37)

SWOT Analysis – Basis

Core Questions

Marketing changes

Changes in Technical Service

Tools

Porter’s Five Forces

Map of Positioning

PEST Analysis



Porter’s Five Forces (Picture 3) refer to methods of positioning, in other words is one of the tools for such a research method in which the allocated position of the company, product or service in the market.

Picture 3 – Porter’s Five Forces Model of Competition

Scope of influence 0 – 5





Porter focuses on the criteria of the intensity of competition and applies it to the five main forces that determine the market situation and tendencies of its development:

1. Rivalry among existing firms (“AlfaMG”, “Eurocom-Auto”, “ASKO”);

This is usually the most powerful force, as there are companies offering more or less the same goods or services for similar money. They occupy one segment of the market and aimed at the same audience of consumers. It turns out, companies are struggling to improve their competitive position and displacement unparalleled in the market. The more saturated the market competitors, the harder it is to keep track of policies of all players and to provide a worthy replacement, while remaining in profit.

2. The threat of new entrants;

This process cannot be prevented, however, it is possible to calculate what risks it involves. This takes into account legislative and financial barriers that must be overcome as a new contributor to production and sales in the industry.

3. The threat of substitute products, including in other industries. (Interchangeable goods – substitutes are goods and services that can substitute each other to meet similar needs and the needs of the customer).

4. Determinants of supplier power;

5. Determinants of customer power.

According to this method, it is possible to define factors affecting the competition in Russian industry of medium-sized auto-services:

The increase in the number of competing companies and their production;

The decrease in demand;

Price reduction and other methods of increasing sales.

The attempt one or more companies to improve their market position at the expense of competitors;

The success of marketing policy and strategy in common;

The cost of exit from the market exceed the costs of continued competition;

Partial similarity between companies trying to hold their positions: resources, poor communications;

	Positioning. 

	Positioning of any organization lies not only in the maintenance its image, but also in creating this image, values and personality in the consumer's mind to understand the significant differences from the competition (Map of Positioning).

	PEST Analysis (Picture 4) help to identify, which factors “AlfaMG” takes into account first and which of them it should improve (Part 5 – 5.2.). 

	Picture 4 – Matrix of PEST Analysis

	

	For studied auto-services that do their business in Russia (Moscow), the main role play technological factors. It is important, how much of business depends on the existence of high technology. Its managers must be able to estimate the dependence of the production process from the software, availability of Internet and telephony, complex equipment and devices. All these aspects are quite costly and require constant maintenance in working condition. Therefore, in terms of prosperity, perhaps more conservative companies do not show rapid economic growth, but in the crisis period it is easier for them to stay afloat. 

	What is more, there are two factors that can be included in the extended version of PEST that is called PESTEL. They are: environmental and legal. I mentioned them, because of the importance for all auto-services the environmental factors. Environmental factors include, primarily, the status of the territory in which the consumer resides. For example, in the desert there is no demand for ski jackets, and in country with high rainfall high demand will be on waterproof shoes. The manufacturer is obliged to understand what the situation really is order to be able to identify consumers’ needs. On the other hand, the ecology of the country may be an obstacle for the opening of the new production, if there is the likelihood of a natural disaster, able to destroy the enterprise. Finally, environmental factors should include the protection of the environment and the need to follow the law established for business by international associations.

2.2. Tools Affecting Customer Engagement

Marketing as a discipline began to teach for the first time in 1901-1902 years when in people’s minds the term “concept” has gained importance. The concept itself is a system of goals and management principles that underlie the performance of any company. As for the marketing concept, it aims to create and promote value to target market segments due to more efficient methods in comparison with competitors. Today there are many tools available to help attract new customers, and factors that influence the process of attraction. Often, companies use marketing research to study and analyze the behavior of potential customers, understand their emotions and attitude towards goods and services. Since customers are the main financial resource of any company, they should be given special attention. 

According to “International Marketing MixManagement” that was written by Tobias Ritcher, the marketing mix is a set of tools, which company uses in order to obtain the desired returns from the market. Therefore, this Tobias Ritcher writes about the basis of methodological operationalization that includes not only the international marketing mix, but also the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analyzed and compared as well as empirical findings relating to financial and non-financial performance measures are provided. ???????????????????????

The classical marketing mix consists of 4P, which involves the product, price, place and promotion. The extended marketing mix has 3 additional elements: process, physical surrounding and personal (staff). With the help of marketing mix, the company can influence a specific market for the solution of problems or to achieve goals due to given opportunities that are determined by the available resources. Analyzing the article “International Journal of Marketing Studies – A Review of Marketing Mix: 4 Ps or More?” that was published by Chai Lee Goi (Department of Marketing and Management, School of Business, Curtin University of Technology) I may highlight that the concept of marketing mix is mostly oriented on product, rather than on customer. Apart from that, auto service business is aimed at customer preferences as any different business so far. For that reason, each of variable of marketing mix should also be seen from a consumer’s perspective. This transformation is accomplished by converting product into customer solution, price into cost to the customer, place into convenience, promotion into communication and so on. In the automotive sphere all the attention is concentrated on the marketing of services, so mix should be consisted of services, prices, distribution system and promotion, service process, material, environment and personnel. This model is presented in the Part 5, helping to analyze interaction of “AlfaMG” with the external environment that is necessary to determine the effectiveness of company’s current marketing policy.

Another tool affecting customer engagement is marketing communications that change year by year due to continuously developing technologies. These tools will be useful for describing the “AlfaMG” current marketing policy as far as thinking about shifting to the modern ways of advertising for other company representing this sphere of business. The communication policy is a system of measures for interaction of the company with internal and external environment aimed at the creation of reputation and increasing demand for a product or service. Communication policy includes both planned and unplanned marketing communications that the company distributes in the internal and external environment.

“In business, the battlefield is the market, the enemy – competitors, the aim of the war – creation of demand, and weapons – the media,” – says Jack Trout. Examined his book “Positioning: The Battle for Your Mind”, I can say that positioning has changed the way companies advertise for the reason that it is the first concept to deal with the problems of communicating in crowded society. With this approach, companies create a strong position in the people’s minds, one that reflects the company’s own strengths and weaknesses as well as those of its competitors. Jack Trout clarifies how to position a leader so that it gets into the minds and stays there, find a hole that is not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Positioning can be expressed and conveyed to people’s minds with the help of marketing communications that represent an integral part of the marketing mix and include a set of technologies, allowing to make the product or service attractive to the target market. 

Marketing communications consist of goals, beliefs, contacts, stakeholders and tools. The main tools of marketing communications are ATL, BTL and TTL. 

ATL-tools (above-the-line) imply the traditional methods of advertising: advertising on TV, radio, press, cinema, outdoor advertising and so on. Mostly all ways of “AlfaMG” communications I can refer to ATL category. Advertising is information distributed in any way, in any form and oriented on an uncertain segment of consumers, in order to maintain interest to the object. Advertising has the following distinctive features:

• non-personal;

• one-sided.

BTL-tools (below-the-line) represent the promotion of goods or services, excluding placement of direct advertising:

• sales promotion aimed at final consumers (tastings, demonstrations, distribution of free samples – consumer promotion);

• encourage wholesalers and retailers (trade promotion);

• direct mailing of information to target consumers through various channels (direct marketing);

• placement of promotional materials in places of sales (POS – points of sales materials);

• event marketing that involves the organization of special events aimed at promotion of goods or services.

TTL-tools (through-the-line) is referred to integrated marketing communications. Integrated marketing communications are the unification of the ATL tools, BTL tools in a single program branding. Each of the communications complements the other, creating a synergy effect, which leads to such effectiveness, which is difficult to achieve using just 1 of the tools of marketing communications.

How it was written above, methods of impact on marketing communications are improving every year, adapting to the demands of the modern market. The most significant trends in marketing communications are:

1. Growing pressure from marketing communications;

Communication pressure increases more and more every day due to the expansion of the market. The minds of consumers cannot accept so much information at once, so it creates barriers.

2. Decreasing in the efficiency of ATL-tools.

The effectiveness of traditional advertising methods is affected, to some extent, the increase in pressure. This type of advertising causes indifference among consumers. They do not express any negative emotions, although don not notice or remember ads on TV, radio, press, cinema, outdoor advertising, Internet advertising and so on.

3. The diversity and interactivity;

4. The priority of BTL-tools;

The increase in the sharing non-traditional advertising is characterized by the fact that companies use new technologies, which include event, viral, guerrilla marketing and other methods.

5. Strengthening the position of the TTL-tools (combining);

Companies, giving the opportunity to maximize the return on communication investments and convey messages more comprehensively and efficiently, increasingly use integrated marketing communications along with BTL-tools.

6. Introduction of additional departments or divisions in companies.

Due to the fact that today companies pay more attention to marketing communications, as they help to build the direct link with customers, companies create additional units, which specialize exclusively on developing strong and effective communication policy. Coming back to the main topic of this dissertation, I would like to underline the fact that companies, operating in the chosen sphere, do not conduct well-developed methods of promoting their services (“AlfaMG”, “Eurocom-Auto”, “ASKO”).

Regarding the “Attracting New Customers in the Internet: Business Development”, it describes methods of promoting services that are used by the majority of modern companies. Analyzing the lack of new customers in medium-sized companies in the auto-service market, this article makes assume that one of the reasons of this problem is outdated methods of attracting searching clients. Today, the best way of developing business is to promote it in social networks. The right context and content will bring new interested people. “For example, mostly all travel companies registered in social networks (VK, Instagram, Facebook) and it is for them a reliable channel for attracting customers and finding new customers”. In this case, why auto-services do not use these opportunities today? 

2.3. Performance Indicators

"In cases when the findings coincide with positive results, they are considered like proof of the effectiveness of the process and correctness of the chosen direction," says Philip Graves. This book shows how our brains actually work. Philip Graves highlights that all consumers, especially women, act on a very autonomous level when choosing what they want to buy or which service access. This state of mind is constantly being directed by people’s emotional state. It is difficult to disagree with him, because people are convinced that they realize the reason of their actions and thoughts, and any facts that tell the opposite, are not considered like random mistakes of the overall process. For example, when conducting a market research, the likelihood of an honest response from the respondents is extremely low, because it is impossible to know for sure his or her true beliefs about a certain topic. Perhaps the respondents were put in an awkward situation that reflected the answer or motivated them to give false information. For that reason, companies tend to use performance indicators. Performance indicators are extremely individual. If the organization is going to assess the effectiveness of marketing research, the appropriate indicators may be next: dates, the relevance and significance of the research or the effectiveness of the implementation of the results. Marketing research is part of toolbox, but it is not the only resource companies’ look at. That means the understanding the relevant emotional link that will share companies’ work and ensure their success. In order to determine the effectiveness of attracting new customers, the company analyzes the sales funnel and describes sales conversion and calculates the conversion rate, which helps to track all stages of the business and to regulate a variety of critical indicators.

 One of the tools that characterize the performance of Sales Division and, accordingly, the efficiency of attracting clients is a sales funnel. This term offered in 1898 by Elias St. Elmo Lewis, who formulated the concept of a “customer funnel”, that is the path that customer covers before making a purchase. Stages and indicators of this tool depend on the type of company, scope, target market and so on. A sales funnel illustrates the dynamics of potential buyers at each stage of interaction with the organization during whole process. The sales funnel can be represented in many different ways: as a graph or diagram. The first stageor step has the largest area because it shows the number of clients who express interest, learn about the product and negotiate. It is usually called the “first contact”. Further, all the stages are descending to the last stage which is called “purchase”. The first contact is about working with a large number of clients, but in the transition to the next stage of the process, this number decreases. For example, from 100 interested only 60 clients will agree to attend a detailed presentation of the product. Furthermore, of those 60, only 30 will come to the second meeting, 15 agree to purchase, and 5 will take the final decision to pay for the product or service.

















Scheme 1 – Sales funnel process



A sales funnel is a universal tool of sales management in the company, which allows solving a wider range of tasks, which includes, for example, forecasting sales. In order to construct it, the organization needs to be equipped with special technology, which itself gradually collects statistics. As for marketing, this tool is perfect for planning the number of contacts in each stage of selling process, as well as the required number of elements of advertising. This is the crucial method for “AlfaMG” analysis of marketing performance: due to preparing the general and the selective sales funnels I will get the number of new customers who decided to pay for the service. 

Apart from the sales funnel there is another crucial tool, which is called the conversion rate (CR). Chris Smith provides very clear instructions on where to find prospects, how to engage clients withmodern content like blogs, social media and apps, and how to position company as the ideal solution to customers’ needs. The concept of the conversion rate relates to the field of marketing and reflects the efficiency of the trading process. This ratio is calculated for a particular company for various periods of time. In fact, the conversion rate tracks the profitability of investment and expenditure invested in the business or business assets. By itself, the conversion represents the percentage of visitors that appeal to the company. A formula that calculates a figure is presented below:

Conversion Rate (CR) = (Visitors that have made the purchase)/(Total number of visitors)*100%

Analyzing the sales, it is needed to determine the average number of people that made a purchase and those who left without buying the product. It also will be calculated in Part 5 for get.......................