Kseniia Kuzmenko

Kseniia is a 23 years old student at ISM University of Management and Economics, Vilnius, Lithuania. She is currently finishing her Masters’ program in International Marketing and Management.

After graduating from Kiev national economic university, Ukraine, she became passionate about marketing area. That is why, she decided to receive master program in that field. Moreover, she is passionate about outdoor clothing industry. Combining two things that she loves, she received a topic for her master thesis work: The impact of marketing signals on outdoor apparel choice.

The research was focused on investigating the reliance on signals in outdoor apparel industry. As for the target audience she chose to analyze and compare two research groups: customers that already had an experience and who had not in that industry. Adaptive Choice-Based Conjoint analysis was chosen for her topic.