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The Features of Value Proposition Formation on the Market of Plant Milk

Student: Gurilyova Alyona

Supervisor: Alexander Manin

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

The following work is devoted to the analysis of the value propositions characteristics on the market of plant milk. As part of the research, a mixed study was conducted on the effect of value attributes on customer satisfaction. In addition, the main attributes that showed the peculiarity of the formation of values in the market of vegetable milk are highlighted. The approaches to the definition of values studied in the first chapter became the basis for the formation of research design. The empirical base included the results of the qualitative and quantitative phase. In conclusion, the work represents an idea of the formation of values for this market with the consideration of its features.

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