Brand Loyalty in the Baby Food Category

Student: Mikhaylova Anna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2018

The thesis is devoted to the study of brand loyalty in the baby food category. The purpose of the study is to determine consumer brand loyalty to local and global baby food brands for each segment’s category in the Russian market. Brand loyalty to local and global brands in the baby food category has not been studied before in the Russian market, which causes the novelty and relevance of this research. The paper presents the results of the study on three segments of the baby food category in the Russian market – infant milk, baby food dry and baby food wet. The research’s results showed that Russian consumers are more loyal to global brands in the infant milk and baby food dry segments, and to local brands in the segment of baby food wet segment. The findings can be used by producers in baby food product’s positioning in Russian market in terms of the brand’s origin for each segment of the baby food category.

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