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Title: :  Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry
PaperId: :  10949
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 5 Issue 5 2019
DUI:    16.0415/IJARIIE-10949
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Mr.R.KishokumarDepartment of Management,Faculty of Commerce & Management, Eastern University Sri Lanka.
Ms.K.SuganyaDepartment of Management,Faculty of Commerce & Management, Eastern University Sri Lanka.

Abstract

Marketing
Product, Price, Place, Promotion , Consumer Brand Preference
The objective of this research is to investigate the effect of marketing mix elements on consumer brand preference in milk powder industry. Marketing mix plays a vital role in consumer preference for brands because it is a business instrument that is used by the management of organizations which enable them to continue with the global competitive environment. The independent variables of the study are the marketing mix elements such as product, place, price and promotion. Consumer preference is the dependent variable. Throughout the study researcher intend to find the impact of each element of marketing mix on consumer brand preference for milk powder products. Researcher selected Matara area as the research context and selected a sample with 200 respondents by generating 100% response rate. The nature of the sample is presented through percentage pie charts with the aid of Microsoft Excel 2013. Correlation coefficient and multiple regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) and researcher used the 95% confident level. The result revealed that marketing mix elements except place have significant effect on consumer brand preference. Among them, product is the most influential variable on the consumer brand preference in milk powder industry.

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IJARIIE Mr.R.Kishokumar, and Ms.K.Suganya. "Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry" International Journal Of Advance Research And Innovative Ideas In Education Volume 5 Issue 5 2019 Page 966-973
MLA Mr.R.Kishokumar, and Ms.K.Suganya. "Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry." International Journal Of Advance Research And Innovative Ideas In Education 5.5(2019) : 966-973.
APA Mr.R.Kishokumar, & Ms.K.Suganya. (2019). Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry. International Journal Of Advance Research And Innovative Ideas In Education, 5(5), 966-973.
Chicago Mr.R.Kishokumar, and Ms.K.Suganya. "Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry." International Journal Of Advance Research And Innovative Ideas In Education 5, no. 5 (2019) : 966-973.
Oxford Mr.R.Kishokumar, and Ms.K.Suganya. 'Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry', International Journal Of Advance Research And Innovative Ideas In Education, vol. 5, no. 5, 2019, p. 966-973. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/Impact_of_Marketing_Mix_on_Consumer_Brand_Preference_in_Milk_Powder_Industry_ijariie10949.pdf (Accessed : 19 April 2025).
Harvard Mr.R.Kishokumar, and Ms.K.Suganya. (2019) 'Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry', International Journal Of Advance Research And Innovative Ideas In Education, 5(5), pp. 966-973IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/Impact_of_Marketing_Mix_on_Consumer_Brand_Preference_in_Milk_Powder_Industry_ijariie10949.pdf (Accessed : 19 April 2025)
IEEE Mr.R.Kishokumar, and Ms.K.Suganya, "Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry," International Journal Of Advance Research And Innovative Ideas In Education, vol. 5, no. 5, pp. 966-973, Sep-Oct 2019. [Online]. Available: http://ijariie.com/AdminUploadPdf/Impact_of_Marketing_Mix_on_Consumer_Brand_Preference_in_Milk_Powder_Industry_ijariie10949.pdf [Accessed : 19 April 2025].
Turabian Mr.R.Kishokumar, and Ms.K.Suganya. "Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 5 number 5 (19 April 2025).
Vancouver Mr.R.Kishokumar, and Ms.K.Suganya. Impact of Marketing Mix on Consumer Brand Preference in Milk Powder Industry. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2019 [Cited : 19 April 2025]; 5(5) : 966-973. Available from: http://ijariie.com/AdminUploadPdf/Impact_of_Marketing_Mix_on_Consumer_Brand_Preference_in_Milk_Powder_Industry_ijariie10949.pdf
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