title: ÐÐ½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ñ ÑÐµÐ»ÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ðº Ð±ÑÐµÐ½Ð´Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Ð¢Ð Â«ÐÐµÑÐµÐºÑÐµÑÑÐ¾ÐºÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Analysis of the marketing activities of an enterprise in order to increase brand loyalty (on the example of JSC Trade House Perekrestok)
Creators: name: ÐÐ¸ÑÐµÐ½ÐºÐ¾, ÐÐ»ÐµÐºÑÐµÐ¹
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²
ÑÐ¾ÑÐ³Ð¾Ð²ÑÐ¹ Ð¿ÑÐ¾ÑÐµÑÑ
Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑ
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸
ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ñ
marketing research
consumer behavior
social networks
customer loyalty
trading process
business process
digital technologies
trading enterprise
retail

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð¿ÑÐµÐ´Ð¾ÑÑÐ°Ð²Ð¸ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ðº Ð±ÑÐµÐ½Ð´Ñ Â«ÐÐµÑÐµÐºÑÐµÑÑÐ¾ÐºÂ». ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: â -Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð¸ÑÑ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐ Ð¢Ð âÐÐµÑÐµÐºÑÐµÑÑÐ¾Ðºâ; â -Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸Â  Â  Ð°Ð½Ð°Ð»Ð¸Ð·Â  Â  Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹Â  Â  ÑÑÐµÐ´ÑÂ  Â  Ð¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÐÐ Ð¢Ð âÐÐµÑÐµÐºÑÐµÑÑÐ¾Ðºâ; â - Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð²; â - Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ â -ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸Â  Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ðº Ð±ÑÐµÐ½Ð´Ñ. ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° ÑÐ»Ð¾Ð¶Ð¸Ð²ÑÐµÐ¹ÑÑ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐ¸ÑÑÐ°ÑÐ¸Ð¸, Ð¿ÑÐ¸ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð±ÑÐ»Ð¸ Ð²ÑÐ½ÑÐ¶Ð´ÐµÐ½Ñ Ð¼ÐµÐ½ÑÑÑ Ð¿ÑÐ¸Ð²ÑÑÐ½ÑÐµ Ð¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÐµ Ð´Ð¾ ÑÑÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸. ÐÐ½Ð¾Ð¶ÐµÑÑÐ²ÐµÐ½Ð½ÑÐµ ÑÐ°Ð½ÐºÑÐ¸Ð¸, ÑÑÐ¾Ð´ Ð¾Ð³ÑÐ¾Ð¼Ð½Ð¾Ð³Ð¾ ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ñ ÑÑÐ½ÐºÐ° ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸, Ð±Ð¾ÑÑÐ±Ð° Ð·Ð° Ð¾ÑÐ²Ð¾Ð±Ð¾Ð´Ð¸Ð²ÑÐ¸ÐµÑÑ Ð½Ð¸ÑÐ¸ - Ð²ÑÐµ ÑÑÐ¾ ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²ÑÐµÑ ÑÑÐ¸Ð»ÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸ Ð·Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ð¸ ÑÐ¾ÑÑÑ Ð²Ð°Ð¶Ð½Ð¾ÑÑÐ¸ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð². ÐÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð´Ð°Ð½Ð½ÑÐµ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾-Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÐÐ½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð² Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°Ð³ÐµÐ½ÑÑÑÐ². ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð° Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²Ð°Ñ ÑÐ¸ÑÑÐµÐ¼Ð° Ð¯Ð½Ð´ÐµÐºÑ. ÐÑÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐµ Ð´Ð°Ð½Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ: Microsoft Word, Excel. ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ Ð¼ÐµÑÐ¾Ð´Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, ÑÐ¸Ð½ÑÐµÐ·Ð° Ð¸ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ðº Ð±ÑÐµÐ½Ð´Ñ âÐÐµÑÐµÐºÑÐµÑÑÐ¾Ðºâ, ÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾ÑÐ¾ÑÑÐ¼ Ð¿Ð¾Ð¼Ð¾Ð¶ÐµÑ Ð½Ðµ ÑÐ¾Ð»ÑÐºÐ¾ Ð¿Ð¾Ð´Ð½ÑÑÑ ÑÑÐ¾Ð²ÐµÐ½Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸, Ð½Ð¾ Ð¸ ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²ÑÐµÑ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð², ÑÐ¾ÑÑÑ Ð¿ÑÐ¾Ð´Ð°Ð¶ Ð¸ ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐºÐ°.
description: The given work is devoted provide recommendations for increasing customer loyalty to the Perekrestok brand. The research set the following goals: - present the organizational and economic characteristics of the activities of JSC Trade House "Perekryostok"; - to analyze the marketing environment and competitiveness of JSC Trade House Perekrestok; - analyze the activities of competitors; - research consumer behavior - develop recommendations for improving the marketing activities of the enterprise and increasing customer loyalty to the brand. The work was fulfilled to the current market situation, in which companies were forced to change their usual and effective before marketing strategies. Multiple sanctions, the exit of a huge number of companies from the retail market, the struggle for vacant niches - all this contributes to increased competition for consumers and the importance of customer loyalty. The sources of information were data from domestic and foreign research literature, official Internet resources and analytical agencies. When collecting the data necessary to complete the work, the Yandex search engine was used. The following programs were used for data processing: Microsoft Word, Excel. Methods of analysis, synthesis and modeling were used. Recommendations are proposed to increase customer loyalty to the Perekrestok brand, following which will help not only increase the level of loyalty, but also help attract new customers, increase sales and average check.