Assessing Consumer Brand Loyalty

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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.

Case Details:


Case Code : MKTG260 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Marketing Research / Marketing Strategy / Operations Research
Case Length : 06 Pages
Period : -
Pub Date : 2010
Teaching Note : Available
Organization : -
Industry : FMCG
Countries : India


This case is about a regional player involved in the production and marketing of various milk products. Since it was founded a decade ago, the company had grown significantly and had established a good presence in its existing market. Bikash Iyer, CEO of the company, wanted to expand the company's operations to two neighbouring markets. But before that, he wanted a marketing research study conducted in its existing market to assess brand loyalty toward its products.

The study focused mainly on the analysis of marketing survey data to identify significant independent variables which have a big influence on the dependent variable i.e. brand loyalty of their products. With the data collected and tabulated, Iyer had to analyze and interpret the data and, based on this, take some vital decisions.


To understand the issues in assessing brand loyalty.

To understand the steps in the Discriminant Analysis (DA) technique.

To understand the relationship between DA and Regression.

To know about Multiple Discriminant Analysis.

To analyze and interpret the data in order to arrive at a decision.


  Page No.
Introduction 1
Industry Overview 1
About SKM 2
Preparing for the Launch 2
Exhibits 4


Marketing Research, Brand Loyalty, Consumer Satisfaction, Discriminant Analysis, Dependent Variable, Independent Variable, Two Group Discriminant Analysis, Discriminant Function

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