Year of Graduation
Loyalty Management: a Case of Luxury Cosmetic Brands
The primary aim of the study is to examine the market of luxury cosmetics and customer loyalty on the chosen market using an online questionnaire and develop recommendations to the luxury cosmetic brand operating in Russia. The relevance of this topic is conditioned by the position of luxury cosmetic brands within the current economic situation in the country. The graduation work includes five sections: introduction, review of theoretical approaches to understanding and methods of measuring satisfaction and loyalty, analysis of the world and Russian market of cosmetic products, study of customer satisfaction with luxury brands and development of recommendations, conclusions.