Lages, CarmenFernandes, Rahul Keith2022-07-282023-12-162022-01-172021-12-16http://hdl.handle.net/10362/142561The goal of this section is to understand how Aptamil’s Growing up Milk issue with customer retention can be solved by improving customers trust and commitment in the relationship with the brand. Previous studies on the topic have shown that the relationship quality between a brand and consumers is important. Aptamil is facing a decline in the Growing Up Milk category in the UK, failing to retain mothers after their baby's first year. Qualitative and quantitative tools were employed to study antecedents of customer retention and consumer behavior of mothers towards baby food to ultimately provide recommendations to address the challenge.engConsumer behaviourCustomer retentionCustomer satisfactionUnited KingdomBrand trustCommitmentGrowing up milkBaby foodmaster thesis203039793