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The need for an dairy industries to properly coordinate and implement its marketing
communications strategies to accomplish a reasonable, reliable and focused message about
itself and its product. The study is aimed at examining the role and impact of integrated
marketing communication on dairy industries. The objectives of this research among others
are to (i) establish the level of understanding and the use of IMC by dairy industries. (ii) To
determine the use of IMC can bring about profitable and long term customer relationship (iii)
to determine if proper use of IMC can make a product compete effectively, and (iv) if proper
implementation of IMC programmes can help dairy industries to reduce cost of marketing
communications. This research adopted a convenience sampling method and structured
questionnaires distributed to respondents, which consumers of the dairy products in Delhi
NCR. Results show that respondents appreciate the use of IMC. According to results IMC
includes benefits such as cost savings; effective and efficient marketing communication
messages, sustained long term client-customer relationships, better consumer protection,
amongst others. The study shows that strategic coordination of IMC tools and the media will
produce efficient results and help the dairy industries to create brand awareness and value in
the mind and eyes of its prestigious customers.
Key Words: Integrated, Marketing, Communications, Dairy industries.
Introduction
RESEARCH METHDOLOGY
Research is a precise look for knowledge, skills, attitudes and values, and the re-
understanding of existing knowledge, skills, attitudes and values. Research refers to the
organized, structured, and purposeful attempt to gain knowledge about a presumed
relationship. Research is characterized as the utilization of methodical and logical strategies
and techniques in quest for reply to questions brought up in an investigation of a trial. It is
concerned with get-together of information that can help the specialist to answer inquiries
concerning different parts of the general public and in this way can empower the scientist
comprehend issues in the general public. The research method is connected to problem
statement and goal of the research. It is an attempt to define activities involved in the
research. This study contains the methodology, the research design, population size
determination, sampling procedure and instruments, data collection and method of data
analysis.
Research methodology is regarded is viewed as the way toward landing at reliable answer for
issue through goals, arranged and precise gathering, translation, examination and detailing of
information and data. This study uses descriptive research using a mixture of survey and ex-
post facto methods. A descriptive study the primary goal is to assess a sample at one specific
point without changing conditions or casual statements.
RESEARCH DESIGN
Research design is the step by step in which the research is carried out. It is actually a plan
that guides the researcher in his or her data collection, and analytical phases of the research
work. This involves operationalization of variables, sample size determination, sampling
techniques adopted in this work, sources of data, instrument used in testing the variables.
This research used a mixture of survey and ex post facto research methods. Survey method
involves the use of structured questionnaires, which were designed to obtained information
from respondents while ex post facto was used to obtain needed information from the works
of past researchers.
There are two types of research design. They are:-
Exploratory research design: - It is flexible in its approach and it involves
qualitative data and investigation. It is simplest and most loosely structured.
Conclusive research design: - It is well structured and systematic in design. It is
quantitative in nature. It is further divided into two parts :-
Descriptive research design
Causal research design
In this research paper descriptive research design is used as it provides a comprehensive and
detailed explanation of the phenomena under study.
Sources of Data
In this research paper we have use two types of data collection:-
Primary data: - is original, problem and project specific data. The authenticity and
relevance of data is high. During survey the primary data collected from structured
Questionnaire. In this survey method a questionnaire is personally given to the
respondent from the selected sample with a request to answer the questions and return
the questionnaire. A questionnaire consists of number of questions relevant to the
research problem, printed or typed in a definite order on the form or sets of forms.
Secondary data: - is not topical or research specific and collected by some other
research investigators. It can be collected quickly by decision maker in short span
time. Secondary data collected from various magazines, internet and various books.
For the collection of secondary data various articles and researches from news
journals, company internal records, and personal researches relevant to the research
problem have been included. All the findings and conclusion obtained on the survey
done in the working area. With the limit, I tried my best to select the sample
representative of the whole group.
SAMPLING TECHNIQUE
Convenience sampling was used to obtain data. This type of sampling is chosen purely on the
basis of convenience and according to convenience. The total sample size was 30 respondents.
QUESTIONNAIRE FORMULATION
The questionnaire is designed to identify the dealers satisfaction level which is structured a
questionnaire. The questionnaire is provided to dealers under the guidance of the researcher,
who are then expected to read, understand and tick down the reply in the space meant for
answering various questions in the questionnaire itself.
SCALE OF MEASUREMENT
This is designed to collect information on the use of Integrated Marketing Communications
dairy industries products. The questions were formulated so as to elicit information on the
effectiveness and relationship between the use of integrated marketing communications in
dairy products. Five Likert-scales questions, which range from strongly agree to strongly
disagree were used (strongly agree=5, agree= 4, undecided= 3, disagree= 2, strongly
disagree=1). This was used to reflect the agreement of respondents on the statements posed to
them in the questionnaire.
METHOD OF DATA ANALYSIS
In these research paper techniques that were used is exploratory and classical data analysis. In
this paper there is mixture of graphical and quantitative techniques is used. In this paper
tabular analysis and percentages is also done. This is for organizational clarity and
hypotheses testing.
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
The main aim of this study is to look at the role of Integrated Marketing Communications in
Dairy Industries. This paper discusses the findings of the hypotheses raised and tested in this
study. The results of this study presented were discussed. The hypotheses expressed for the
review guided the plan of the examinations. This is trailed by conclusions that were drawn
from the discoveries. Proposals and recommendations for further reviews were incorporated.