본문 바로가기
KERD
논문KCI 등재

The Moderating Effect of COVID-19 on the Promotion, Distribution and Sales of Dairy Products in Western India: An Exploratory Study

SINGH Sanjit|KOTALA Siva Sai Madhumitha|SINGH Prakash|V Sai Krishna|YAMALA Karthik
한국유통과학회 (Korea Distribution Science Association)|2022.06|유통과학연구 (Journal of Distribution Science)|제20권 제6호|pp. 11-19|DOI 10.15722/jds.20.06.202206.11

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

COVID-19StrategiesSales PromotionRetailersADFAMULCo-Operative.

초록

Purpose: This study aims at exploring and understanding the effect of four independent variables related to dairy retail marketing and distribution (deep freezers, promotions, company support and distributor-retailer relationship) and one moderating variable Covid-19 lockdown on sales of dairy product during the Covid 19 pandemic situation. Research design and methodology: Personal interviews and door-to-door surveys and promotional tools were designed to publicise and collect data from the retailers. The sale data before, during and after promotion activity were all recorded and evaluated to draw an inferential conclusion. Factor analysis and multiple regression methods were adopted to analyses the data collected. Results: The research shows that four out of the five factors studied was found having significant impact on dairy retail sales. The highest impact on sales was contributed by promotions, secondly by the deep freezer impact followed by distributor-retailer relationship during the study period and lastly but not the least due to influence of Covid-19 lockdown. Conclusions: The study contributes to the body of knowledge in cold chain distribution process through utilization of right mix of tools and tactics for effective marketing and distribution of dairy products in developing countries especially during a pandemic situation.

Abstract

Purpose: This study aims at exploring and understanding the effect of four independent variables related to dairy retail marketing and distribution (deep freezers, promotions, company support and distributor-retailer relationship) and one moderating variable Covid-19 lockdown on sales of dairy product during the Covid 19 pandemic situation. Research design and methodology: Personal interviews and door-to-door surveys and promotional tools were designed to publicise and collect data from the retailers. The sale data before, during and after promotion activity were all recorded and evaluated to draw an inferential conclusion. Factor analysis and multiple regression methods were adopted to analyses the data collected. Results: The research shows that four out of the five factors studied was found having significant impact on dairy retail sales. The highest impact on sales was contributed by promotions, secondly by the deep freezer impact followed by distributor-retailer relationship during the study period and lastly but not the least due to influence of Covid-19 lockdown. Conclusions: The study contributes to the body of knowledge in cold chain distribution process through utilization of right mix of tools and tactics for effective marketing and distribution of dairy products in developing countries especially during a pandemic situation.

참고문헌 (44)

  1. Addo, P. C., "COVID-19 : fear appeal favoring purchase behavior towards personal protective equipment", The Service Industries Journal, 40(7–8), pp.471~490 (2020)[DOI]
  2. Anderson, E. T., "Handbook of Pricing Research in Marketing", pp.150~166 (2009)
  3. Anderson, R. E., "Personal selling and sales management in the new millennium", Journal of Personal Selling and Sales Management, 16(4), pp.17~32 (1996)[DOI]
  4. Balagtas, J. V., "Measuring the effects of generic dairy advertising in a multi-market equilibrium", American Journal of Agricultural Economics, 89(4), pp.932~946 (2007)[DOI]
  5. Baldauf, A., "Performance consequences of brand equity management : Evidence from organizations in the value chain", Journal of Product & Brand Management, 12(4), pp.220~236 (2003)[DOI]
  6. Beard, F., "Forgotten classics : The Business of Advertising, by Earnest Elmo Calkins(1915)", Journal of Historical Research in Marketing, 7(4), pp.573~583 (2015)[DOI]
  7. Bell, D., "Changing the Channel : A Better Way To Do Trade Promotions", MIT Sloan Management Review, 43(2) (2002)
  8. Bhatnagar, A., "A Model of Retail Format Competition for Non– durable Goods", International Journal of Research in Marketing, 21(1), pp.39~59 (2004)
  9. Blattberg, R. C., "Sales promotion : concepts, methods, and strategies" (1990), Prentice Hall
  10. Birthal, P. S., "Linking smallholder livestock producers to markets : Issues and approaches", Indian Journal of Agricultural Economics, 63(1), pp.19~37 (2008)
  11. Boulding, W., "A Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions", Journal of Marketing Research, 30(1), pp.7~27 (1993)[DOI]
  12. Boyd, H. W., "Marketing management : a strategic, decision-making approach" (2002), McGraw-Hill
  13. Burt, Steve, "From the Retail Brand to the Retail-er as a Brand : Themes and Issues in Retail Branding Research", International Journal of Retail & Distribution Management, 38(11–12), pp.865~878 (2010)
  14. Corstjens, Marcel, "Building Store Loyalty through Store Brands", Journal of Marketing Research, 37(3), pp.281~289 (2000)
  15. Del Vecchio, Devon, "The Effect of Sales Promotion on Post-Promotion Brand Preference: A Meta–Analysis", Journal of Retailing, 82(3), pp.203~213 (2006)
  16. Douphrate, D. I., "The Dairy Industry : A Brief Description of Production Practices, Trends, and Farm Characteristics Around the World", Journal of Agromedicine, 18(3), pp.187~197 (2013)[DOI]
  17. Eger, L., "The effect of COVID-19 on consumer shopping behaviour : Generational cohort perspective", Journal of Retailing and Consumer Services, 61, pp.102542~ (2021)[DOI]
  18. Farris, P. W., "Retail power : monster or mouse", Journal of Retailing, 68(4), pp.351~369 (1992)
  19. Glynn, M. S., "The benefits of manufacturer brands to retailers", European Journal of Marketing, 46(9), pp.1127~1149 (2012)[DOI]
  20. Graf, T. F., "Effect of Imitation or Filled Dairy Products", Journal of Dairy Science, 69(5), pp.1462~1469 (1986)[DOI]
  21. Inkpen, A. C., "Creating Knowledge through Collaboration", California Management Review, 39(1), pp.123~140 (1996)[DOI]
  22. Inman, J. J., "Do Coupon Expiration Dates Affect Consumer Behavior?", Journal of Marketing Research, 31(3), pp.423~428 (1994)[DOI]
  23. Juttner, U., "Supply chain risk management : Understanding the business requirements from a practitioner perspective", International Journal of Logistics Management, 16(1), pp.120~141 (2005)
  24. Kaur, R., "Visual Merchandise and Store Design Strategies of Specialty Retail Stores", Indian Retail Review, 2(1), pp.327~348 (2008)
  25. Kelly, B., "Television food advertising to children : A global perspective", American Journal of Public Health, 100(9), pp.1730~1736 (2010)[DOI]
  26. Kim, B., "Effects of social grooming on incivility in COVID-19. Cyberpsychology", Behavior, and Social Networking, 23(8), pp.519~525 (2020)[DOI]
  27. Kim, S. Y., "Manufacturer allowances and retailer pass-through rates in a competitive environment", Marketing Science, 18(1), pp.59~76 (1999)[DOI]
  28. Kurt Salmon Associates, "Efficient consumer response : enhancing consumer value in the grocery industry" (1993), Research Dept., Food Marketing Institute
  29. Landes, M., "India’s Dairy Sector: Structure, Performance, and Prospects" (2017), U.S. Department of Agriculture
  30. Lane, P. J., "Relative absorptive capacity and interorganizational learning", Strategic Management Journal, 19, pp.461~477 (1998)[DOI]
  31. Lemmink, J., "Manufacturer-Distributor Relationships and Channel Service Quality", The International Journal of Logistics Management, 7(2), pp.33~42 (1996)[DOI]
  32. Manning, K. C., "Multiple unit price promotions and their effects on quantity purchase intentions", Journal of Retailing, 83(4), pp.411~421 (2007)[DOI]
  33. Murry, J. P., "Managing promotion program participation within manufacturer-retailer relationships", Journal of Marketing, 62(1), pp.58~68 (1998)[DOI]
  34. Narasimhan, C., "Promotional elasticities and category characteristics", Journal of Marketing, 60(2), pp.17~30 (1996)[DOI]
  35. Nilsson, J., "Purchasing by Swedish grocery chains", Industrial Marketing Management, 6(5), pp.317~328 (1977)[DOI]
  36. O’Guinn, T., "Advertising and Integrated Brand Promotion" (2012), Cenage Learning
  37. Pauwels, K., "How retailer and competitor decisions drive the long-term effectiveness of manufacturer promotions for fast moving consumer goods", Journal of Retailing, 83(3), pp.297~308 (2007)[DOI]
  38. Rothschild, M. L., "Behavioral Learning Theory : Its Relevance to Marketing and Promotions", Journal of Marketing, 45(2), pp.78~ (1981)[DOI]
  39. Shamim, K., "COVID‐19 health safety practices: Influence on grocery shopping behavior", Journal of Public Affairs, 21(4) (2021)[DOI]
  40. Srinivasan, S., "Do promotions benefit manufacturers, retailers, or both?", Management Science, 50(5), pp.617~629 (2004)[DOI]
  41. Elkana TIMOTIUS, "Global Changing of Consumer Behavior to Retail Distribution due to Pandemic of COVID-19: A Systematic Review", 유통과학연구, 19(11), pp.69~80 (2021), 한국유통과학회
  42. Wagner, J., "Vendor selection among retail buyers: An analysis by merchandise division. - PsycNET", Journal of Retailing, 65(1), pp.58~79 (1989)
  43. Wiranata, A. T., "Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers?", Indonesian Journal of Business and Entrepreneurship, 6(1), pp.74~85 (2020)[DOI]
  44. Zhang, Q., "Manufacturing flexibility : defining and analyzing relationships among competence, capability, and customer satisfaction", Journal of Operations Management, 21(2), pp.173~191 (2003)[DOI]

이 간행물의 다른 논문 (11건)

Target Market Determination for Information Distribution and Student Recruitment Using an Extended RFM Model with Spatial AnalysisKASMIN Fauziah, ERNAWATI, BAHARIN Safiza Suhana Kamalpp. 1-10What drives Indonesians Subscribe and Push the Distribution of Disney+ Hotstar?HIDAYAT Z., KAIRUPAN Joshua Hezekiah, ZAHARA Nadia, WULANDARI Naomi Crisantpp. 21-32Perceived Risk of COVID-19 Pandemic, Distribution of Burnout Resources, and Employees' JobCAO Tri Minhpp. 33-41The Effect of Investing into Distribution Information and Communication Technologies on Banking Performance the Empirical Evidence from an Emerging CountryHOANG Lam Xuan, LU Chi Huu, NGUYEN Phuong Minh, PHAN Anhpp. 43-56The Urgency of Business Agility During COVID-19 Pandemic: Distribution of Small and Medium Business Products and ServicesBONGSO Gromyko, HARTOYO Rachmatpp. 57-66
원문 보기