Marketing research and brand management in the margarine market

Shifts in the Russian margarine market have produced changes in consumer behaviour patterns and caused a decline in sales of a number of brands. The study aims to reveal new trends in the fats and oils market and tests the hypotheses that end consumers tend to buy less margarine due to the rising po...

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Bibliographic Details

Published in:	Управленец
Main Authors:	Larisa M. Kapustina, Natalya B. Izakova, Anastasya S. Mikolenko
Format:	Article
Language:	English
Published:	Ural State University of Economics 2024-07-01
Subjects:	brand brand management margarines positioning consumer behaviour marketing research
Online Access:	https://upravlenets.usue.ru/en/issues-2024/1610