Research of Loyalty Factors of Cat Food Consumers in Russian Market Exemplified by Mars

Student: Khachirova Alisa

Supervisor: Ekaterina V. Buzulukova

Educational Programme: Marketing (Master)

Year of Graduation: 2020

The FMCG market is oversaturated today, so manufacturing companies have to increase their competitive advantages in order to attract new customers or retain existing ones. In this work, we study customer loyalty, since in many studies it is it that is recognized as a real competitive advantage. 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 build consumer loyalty. This work is devoted to identify factors that form consumer loyalty when buying cat food. An empirical study was conducted: the logistic regression was constructed and analyzed, and practical recommendations were formulated on the basis of the results obtained.

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