Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

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