title: ÐÐ½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ñ ÑÐµÐ»ÑÑ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÐµÐ¹ Ðº Ð±ÑÐµÐ½Ð´Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«Ð¢Ð°Ð½Ð´ÐµÑÂ»)
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 marketing activities to increase customer loyalty to the brand (using the example of JSC Â«TanderÂ»)
Creators: name: Ð§Ð¾Ð¿Ð¾Ð²Ð´Ð°, ÐÐ»Ð°Ð´Ð°
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: Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÑ
ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸
Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸
ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð°Ñ ÑÐµÑÑ
loyalty
formation of consumer loyalty
analysis of marketing activities
retail trade chain

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description: The object of research in this work is the Â«Magnit CosmeticÂ» retail chain, owned by JSC Â«TanderÂ». The subject of the study is the formation of consumer loyalty of the Â«Magnit CosmeticÂ» retail chain. The purpose of the work is to develop measures aimed at increasing customer loyalty of the Â«Magnit CosmeticÂ» retail chain. The relevance of the topic is since in the conditions of rapidly growing market dynamics, consumer loyalty is becoming one of the main tools for increasing the level of competitiveness of the company in the market. This final qualification paper used methods of empirical research (observation, survey) and theoretical research (analysis, synthesis), as well as marketing analysis methods: Porters five forces, PEST-analysis and SWOT-analysis. For collecting the data necessary to complete the work were used the search engines Google, Yandex and Electronic Library SPBPU. The following programs were used for data processing: Microsoft Office software and Google Forms. The sources of information were data from domestic and foreign research literature, official internet resources and analytical agencies. A few recommendations are proposed to increase consumer loyalty, as well as the calculation of costs for the implementation of measures and an assessment of the economic efficiency of the proposed solutions. The developed proposals can be applied to improve the marketing activities of the company, which will increase the level of consumer loyalty to the retail chain.