PERSONALIZATION OF MARKETING COMMUNICATIONS IN THE HEALTHY FOOD SEGMENT: IMPACT ON THE FORMATION AND DEVELOPMENT OF CONSUMER LOYALTY (USING THE EXAMPLE OF LACTOSE-FREE PRODUCTS)

Abstract

The article examines the impact of personalization of marketing communications on the formation and development of consumer loyalty in the healthy food segment, with a particular focus on lactose-free products. The relevance of the study is обусловлена зростанням попиту на індивідуалізовані пропозиції та підвищенням ролі цифрових каналів комунікації в умовах трансформації споживчої поведінки. In highly competitive markets, companies increasingly rely on personalized approaches to enhance customer experience, build trust, and ensure long-term relationships with consumers, especially in niche segments such as lactose-free products. The purpose of the research is to identify and empirically verify the relationships between personalization, perceived relevance, trust, satisfaction, and consumer loyalty, as well as to assess the mediating effects between these variables. The methodological basis of the study includes a комплекс кількісних методів, зокрема кореляційний аналіз, регресійний аналіз та структурне моделювання (SEM). Data were collected through a structured survey of consumers who regularly purchase lactose-free products. Statistical analysis was conducted to determine the strength and significance of relationships between key constructs and to test the proposed conceptual model. The results of the study confirm that personalization of marketing communications has a significant indirect effect on consumer loyalty through the mediating variables of relevance, trust, and satisfaction. The strongest relationships were identified between satisfaction and loyalty, as well as between relevance and trust. The findings also indicate that social media platforms and recommendation systems are the most effective channels for implementing personalized marketing strategies. Additionally, consumers with lactose intolerance demonstrate higher levels of trust and loyalty toward brands that meet their specific needs. The practical value of the research lies in the development of recommendations for improving marketing strategies in the healthy food sector. The proposed model can be used by companies to optimize communication with target audiences, enhance customer experience, and strengthen competitive positions in the market.