Food loyalty factors and criteria in the management of consumer preferences

The marketing mechanism for managing the loyalty of consumers of food products in modern conditions is represented by numerous PR and advertising tools. They are largely formed by factors based on the loyalty of the target audience. At the same time, consumer loyalty is a dynamic process; and loyalty factors change over time. This means that the marketing mechanism of loyalty management should also be dynamic. The key criteria influencing the consumer's choice are analyzed; the peculiarities of forming consumer loyalty are evaluated. In addition, the factors that most significantly affect the loyalty of consumers of food products and determine changes in the marketing mechanism of loyalty management are taken into account. It was the identification of this dependence by the authors and the systematization of consumer loyalty factors that predetermined the scientific significance of the article. The information base of the submitted materials was made up of the results of a consumer survey conducted to identify the quality of sales organization in the stores of the Magnit. The authors' proposals on improving the marketing mechanism for managing the loyalty of consumers of food products are presented.

consumer loyalty, loyalty factors, loyalty management, Magnit stores, marketing mechanism, corporate social responsibility