A Study on effect of promotional strategies on the brand preference by the retailers

RESEARCH PROPOSAL

INTRODUCTION
The purpose of the study was to investigate the effect of promotional strategies on brand
preference in Govind milk and milk products. The study main objectives were to explore
on the effect of sales force on brand preference of dairy products of Govind milk products.

Promotional strategy is a method used by companies to advertise, promote & sell their
goods. A company chooses its promotional strategy based on factors like product type,
marketing budget, target audience etc. It is a critical activity to increase product awareness
& thereby increase sales. An effective promotional strategy gets more revenue as
compared to the marketing spend.

Brand preference
indicates the degree to which a consumer is inclined to use a particular brand's product
instead of a competitor's and contributes significantly to brand equity. It is important for
businesses to constantly measure and assess their brand preference as it reflects their
marketing.

Factors Affecting Brand Preference: The brand preference of the consumer is depending
on the perceived product quality, price, promotion, product availability, social factors,
situational factors, brand image and social media influences.

Using this consumer preference model, it is important to understand the how retailers are
prefers/act on particular brand. Some of the factors are also affects the retailers to buy the
particular brand or prefer a brand, like – Consumer demand, Margin, quality Service to the
retailers, product availability etc.

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 A Study on effect of promotional strategies on the brand preference by the retailers

Basically, this study explores the dairy and dairy products in the market and find the
market position of the Govind milk and milk products Pvt Ltd.

TITLE
A study on effect of promotional strategies on the brand preference by the retailers
at Govind Milk and Milk Products Pvt Ltd.

STATEMENT OF PROBLEM

A study on effect of promotional strategies on the brand preference by the retailers. To

increase brand preference, firms either small/big require adopting promotional mix
strategies in order to attract and mix strategies in order to attract and realize growth in
terms of productivity.

Trade sales promotion there is offers and schemes, this study is an effect to understand
current schemes and offers to traders (retailers) to prefer Govind milk over other brands.

However, the dairy and dairy products is faced with numeral technical and marketing
challenges especially those related to promotional strategies adopted by them.

NEED FOR THE STUDY

The need for the study is the part of organisation is to determine the level up to which the
retailers is preferred the particular brand of dairy products by doing so the firm will
understand the brand preference by the retailers and what are the changes should be
adopted by the organisation. To find out the retailer’s brand preference while buying their
goods(dairy). There is a huge competition in dairy business, it is important to know
whether retailers are satisfied /not while buying the Govind Milk and its Products. To find
out the conceptual framework for the promotional strategies. To also find out the
effectiveness of the Sales Promotion Strategies.

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 A Study on effect of promotional strategies on the brand preference by the retailers

SCOPE OF THE STUDY

The study focused on the effect of promotional strategies on brand preference in Govind
milk and milk products, the study looked at the effect of sales promotion, sales force and
dealers’ relationship on brand preference. In addition, it focused on retailers’ description
of brand experiences, presenting their response to various brand elements on dairy
products.

This study will not only help me as a student but it will also help Govind milk and milk
products to improve its promotional strategies as well as business strategy.

a) Functional Scope: The functional scope includes the study of interviewed the
retailers and sales officers working at Govind milk and milk products Pvt Ltd, who
understand promotional strategies. It includes set of questionnaires on printed
forms.
b) Geographical Scope: The geographical scope specifies the location of the study.
The research covers the sample from Hubli-Dharwad and some selected cities of
Belagavi districts.
c) The data is collected between June 2022 to August 2022

OBJECTIVES OF THE STUDY

1) The primary objective of the study is to analyse the effectiveness of overall

branding and promotional strategies followed by the Govind Milk and Milk
Products Pvt Ltd.
2) To evaluate the effect of trade promotion.
3) To know the brand preference of milk and milk Products from retailers.
4) To study the level of acceptance of Govind milk and milk products among the
retailers.

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 A Study on effect of promotional strategies on the brand preference by the retailers

Conceptual Framework

Dependent Variable

Brand Preference
 Sales Volume
 Market Share
 Sales Revenue

Independent Variable

Sales Force Dealers Relationship Sales Promotion

 Attitude  Sales Contest  Premium
 Appearance  Gifts  Samples
 Product Knowledge  Trade Allowances  Discounts
 Co-operative advertisement

Based on the above framework, a conceptual model is developed that links brand
experience and promotional strategies on dairy products. It considers the basic antecedents
of brand preference of dairy products and the direct / indirect impact brand preference.

RESEARCH METHODOLOGY

Research Design:

This research method adopted for the study is as mention below -

1. Exploratory research - Exploratory research is a methodology approach that

investigates research questions that have not previously been studied in depth. In
this study exploratory research method is used to investigate a problem which is
not clearly defined. It is conducted to have a better understanding of the existing

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 A Study on effect of promotional strategies on the brand preference by the retailers

problem. The study with a large sample conducted in an exploratory manner can be
quantitative as well.
2. Survey – The survey is conducted on the retailers of milk and milk products. The
survey is face-to-face interviews through set of questionnaires.

Approach to the Research:

1. Quantitative Research: Quantitative research is the process of collecting as well as

analyzing numerical data.

This research design is particularly appropriate since the study aims at collecting
information from retailers on effect of dairy products promotional strategies on brand
preference at Govind Milk and Milk Products Pvt Ltd.

Data Collection

Data collection is done through two ways -

1. Primary data: Data is collected from retailers on brand preference through set of
questionnaires used in present study.
2. Secondary data: The secondary data were mainly collected from different books,
magazines, company literature, and from different websites.

Sample design

The present study followed the non-probabilistic, convenient sampling method, where in
respondents are chosen based on the research judgement.

 Target population: Retailers

 Sampling Method: Random Sampling
 Sampling Frame: A Sampling unit is related to the dairy and dairy products
retailers in Hubli-Dharwad and some selected cities of Belagavi district.
 Sample Size (approximate): 100

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 A Study on effect of promotional strategies on the brand preference by the retailers

MEASUREMENT SCALES

The Measurement scales are used in this study -

 Nominal Scale and various rating scales

TOOLS OF DATA ANALYSIS

The tools of data analysis are used in this study -

 Hypothesis Test

EXCEPTED OUTCOME OF THE STUDY

The result of this study is depending on the retailer’s co-operation and their brand
preference on Govind milk and milk products. Through this study excepted outcome is to
know the sales force, dealers’ relationship, promotions, brand preference of the retailers in
the market and also it is understood at the end which is the highest moment of milk and
milk products in the market.

CONCLUSION

The purpose of this study is to know the promotional strategies and brand preference by
the retailers. This study is depending on the sharing of right information exchange by the
retailers and taking preference of the product is essential since information received top
confidence in the retailers. With this study it may be understood the availability and
feature in the market for Govind Milk and Milk Product Pvt Ltd. In Hubli-Dharwad and
also in some part of Belagavi cities. This project not only help me as a student for
academic’s but may also help to the Govind Milk and Milk Product Pvt Ltd in some
extend.

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