Analysis of the Impact of Sales Promotion Policy on the Level of Loyalty to the Food Brand¶

The dissertation research is devoted to the topic of analyzing the characteristics of the influence of sales promotion policies on the level of loyalty to a food brand. The relevance of the study is due to the importance of the level of consumer loyalty to a food brand and ensuring the stability of demand for the brand’s products, the constant search by market companies for effective methods of stimulating sales to increase the level of brand loyalty, the insufficient level of research on the peculiarities of the influence of certain types of marketing tools on indicators of customer loyalty to a food brand in the instant porridge market. The practical significance of the study is due to the possibility of using the results in the process of developing and implementing strategies and plans for the development of the food part of the Russian market. The study identified the key features of doing business in the food market.