Factors Forming Customer Loyalty when Buying Toothpaste

Student: Khachirova Alisa

Supervisor: Daria Wijler

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

In today's market, companies have to pay special attention to consumer loyalty, because it is proved that loyalty is a real competitive advantage and is directly related to the financial results of manufactures. In connection with market trends, companies began to introduce a variety of tools to increase consumer loyalty, but in order for these tools to be effective, you need to clearly understand which factors form consumer loyalty. This work is devoted to identify factors that form consumer loyalty when buying toothpaste for two brands - Colgate and Splat. An empirical study was conducted: the logistic regression in Python was constructed and analyzed, and practical recommendations were formulated on the basis of the results obtained.

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