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Factors Contributing to the Formation of Customer Loyalty to Pet Food Brands (on the Example of the Russian Market of Cat and Dog Food)

Student: Evgeniia Konopleva

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2020

Pet food segment of the FMCG market today is one of the fastest growing, despite the unstable economic situation. Food for pets – is something consumers are not ready to save on by the results of the All-Russian GfK study (carried out once a quarter), based on a regular survey of Russians. A favorable driver of market development is the growth of the pet population, especially in developing countries. The current situation makes the pet food segment very attractive from the point of view of economics and marketing and justifies the relevance of this work. The theoretical object of the study: the loyalty of buyers of food products for pets. The subject of the study: pet food loyalty factors. The purpose of the study is to determine the factors affecting consumer loyalty in the pet food market in Russia. Expected Results As a result of the study, it is planned to determine a set of factors that form consumer loyalty in the pet food market in Russia. These results can be useful for creating a strategy for the formation of long-term customer loyalty, which can solve many financial problems (reducing advertising costs, generating a constant revenue stream, changing brand and product perceptions, etc.) Scientific and Applied Importance of Research The study is an analysis of relevant research literature and approaches to the study of loyalty in a rather poorly studied market and segment, and can serve as a research base for further study of the mechanisms and drivers of loyalty in the FMCG market.

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