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Factors of formation of customer loyalty to the baby food brand

Author

Listed:
  • Alieva Arzu

    (Department of Economics, Lomonosov Moscow State University)

Abstract

Loyalty management is a prerequisite for maintaining the competitiveness of companies and brands. The specifics of loyalty formation significantly depend on the characteristics of customer behavior in a particular market. This article is aimed at empirical identification of factors of customer loyalty in the baby food market. Based on a series of in-depth interviews and a quantitative online survey, the main factors of forming loyalty to the baby food brand are identified, among which expert recommendations occupy a special place and trust. Based on the results obtained, recommendations on loyalty management for players in the baby food industry have been developed.

Suggested Citation

  • Alieva Arzu, 2023. "Factors of formation of customer loyalty to the baby food brand," Working Papers 0050, Moscow State University, Faculty of Economics.
    • Handle: RePEc:upa:wpaper:0050
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    File URL: https://www.econ.msu.ru/sys/raw.php?o=92825&p=attachment
    File Function: First version, 2023
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    More about this item

    Keywords

    baby food; customer loyalty; brand loyalty; consumer behavior;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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