Assessing Consumer Brand Loyalty
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG260
Case Length : 06 Pages
Period : -
Pub Date : 2010
Teaching Note : Available
Organization :
-
Industry : FMCG
Countries : India
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Please note:
This case study was compiled from generalized experience of the authors, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Bikash Iyer (Iyer), CEO of the Chennai-based SKM Pure Milk Products Pvt. Ltd. (SKM) in the southern Indian state of Tamil Nadu, was planning to expand SKM’s operations to two metros in neighboring states. Established in 1999, SKM had grown significantly and, as of 2010, had a good presence in Tamil Nadu.
Iyer planned to adopt the same strategy that had made SKM successful in its existing market for the two new markets. But before that, he wanted a marketing research study done in the existing market to assess brand loyalty for SKM’s products. He enlisted the services of a marketing research consultant for this purpose.
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The study focused mainly on the analysis of marketing survey data to identify significant independent variables which had a great influence on the dependent variable, i.e. brand loyalty, for their products.
Once the data was collected and tabulated, Iyer had to analyze the data and, based on this, take some vital decisions...
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