Loyalty Management: a Case of Luxury Cosmetic Brands

Student: Khabalova Irina

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses