Factors Shaping Brand Loyalty in the Cookware Category on the Russian Market

Student: Grigoreva Kristina

Educational Programme: Marketing: Digital Technology and Marketing Communications (Master)

Year of Graduation: 2024

This master's thesis is dedicated to analyzing the factors affecting brand loyalty in the Russian cookware market. The dissertation includes theoretical and practical aspects of loyalty, an analysis of the Tefal brand's position, and methods of data collection for empirical analysis. The work utilizes structural equation modeling to study the relationships between factors influencing customer satisfaction and loyalty towards non-stick cookware. Key factors affecting consumer loyalty were identified, which allows for the development of targeted marketing strategies to improve the brand's market position.

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