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Factors, Influencing on Loyalty of Brand Uniqlo among Russian Consumers

Student: Batagova Mariia

Supervisor: Elena Pronkina

Faculty: Faculty of Creative Industries

Educational Programme: Integrated Communications (Master)

Final Grade: 7

Year of Graduation: 2020

According to Euromonitor International, in 2019, the turnover of the Russian casual wear market, which is highly competitive, amounted to 2,225 billion rubles. Despite the stagnation of the casual clothing market in Russia, caused mainly by the decline in the purchasing power of the population, some brands manage to maintain stable growth. One of these brands is Uniqlo, a Japanese casual wear brand. But what attracts Russian consumers and contributes to their brand loyalty? The solution to this question lies at this study, which consists of two parts: qualitative and quantitative methods. As part of a qualitative study, a content analysis of reviews and in-depth interviews with Uniqlo brand buyers were conducted in order to better understand the experience of consumers interacting with the brand under study. The main tool for quantitative research is an online survey hosted on the Qualtrics platform. To build a model of factors that influence the formation of customer loyalty at Uniqlo, we used the structural equation modeling (LSM) method in RStudio software. In the first chapter a review of academic literature was carried out with the aim of examining the main approaches to determining the complex concept of loyalty and how to measure it, and a theoretical research model was developed. Based on a theoretical review, the factors that formed the basis of practical research were identified, namely: brand image, quality, price, style, atmosphere, service and promotion. The second chapter described the Uniqlo brand and its role in the Russian clothing market. In addition, in the second chapter, a literary review of academic articles studying the phenomenon of loyalty in the clothing market in different countries was carried out, as well as the results of a qualitative study are presented. The third chapter presents the results of a quantitative study: the sample structure is characterized, a structural model for the formation of Uniqlo brand loyalty by Russian buyers is constructed, and its interpretation is given.

Full text (added May 18, 2020)

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