Abstract
The goal is to determine the importance and position of products of "Almatynan" LLP and develop recommendations for increasing customer loyalty. For this purpose, the bakery market “Almatynan LLP” is considered as objectives. Customer satisfaction depends not only on specific or individual elements of the enterprise, but is a complex concept in the study of consumer behavior on market, as well as loyalty programs and is considered as one of the options for marketing communications. A feature of consumer goods market is its division into many segments, which have certain target groups of consumers with their characteristic needs, wishes, requirements, recommendations. Methods – method of analysis, synthesis, grouping and comparison was used. Results – the bakery market in Almaty was analyzed; the factors are shown and macro environment of Almatynan LLP are reflected, an operational picture of consumer loyalty, recommendations for improving service standards aimed at stimulating sales are presented, increasing the customer base, expanding the range. Conclusions – any company is unique in its activities, as a result, the process of attracting consumers is exclusive, since it depends on target audience, characteristics and promotion of products or services, proposals, taking into account the wishes of customers, the company's development potential. It is necessary to constantly monitor market conditions to identify ever-changing consumer preferences.