Factors of formation of customer loyalty to the baby food brand

Arzu Alieva (arzu-alieva@list.ru)
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Arzu Alieva: Department of Economics, Lomonosov Moscow State University

No 50, Working Papers from Moscow State University, Faculty of Economics

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.

Keywords: baby food; customer loyalty; brand loyalty; consumer behavior (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Pages: 27 pages
Date: 2023-01
New Economics Papers: this item is included in nep-agr and nep-ipr
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