Identification of Factors of Consumer Switching From Big Brands to Small Brands for the Face Care Market

Student: Chiglintseva Olga

Educational Programme: Marketing (Master)

Year of Graduation: 2020

Currently, the trend of switching consumers from large brands to small ones has become one of the trends that cause the greatest concern to cosmetic companies producing face care products. During the writing of this master's thesis, the theoretical foundations of the question of switching consumers between brands, ways to make purchasing decisions and the main factors that can affect this in one way or another were studied. An analysis was made of the studied market of facial scare products, its trends and the behavior of consumers on it. Based on the data obtained, the conceptual model was developed and a study was conducted that allowed us to identify the main factors switching consumers from large brands to small ones and to develop recommendations for strategies to oppose small brands.

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