Browse > Article
http://dx.doi.org/10.15722/jds.20.06.202206.11

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

SINGH, Sanjit (KL Business School, Koneru Lakshmaiah Education Foundation, KL University)
KOTALA, Siva Sai Madhumitha (KL Business School, Koneru Lakshmaiah Education Foundation, KL University)
SINGH, Prakash (E-Commerce Department, Saudi Electronic University)
V, Sai Krishna (KL Business School, Koneru Lakshmaiah Education Foundation, KL University)
YAMALA, Karthik (KL Business School, Koneru Lakshmaiah Education Foundation, KL University)
Publication Information
Journal of Distribution Science / v.20, no.6, 2022 , pp. 11-19 More about this Journal
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.
Keywords
AMUL; ADF; COVID-19; Strategies; Sales Promotion; Retailers; Co-Operative;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship, 6(1), 74-85 https://doi.org/10.17358/ijbe.6.1.74   DOI
2 Zhang, Q., Vonderembse, M. A., & Lim, J. S. (2003). Manufacturing flexibility: defining and analyzing relationships among competence, capability, and customer satisfaction. Journal of Operations Management, 21(2), 173-191. https://doi.org/10.1016/S0272-6963(02)00067-0   DOI
3 Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7-27. https://doi.org/10.2307/3172510   DOI
4 Eger, L., Komarkova, L., Egerova, D., & Micik, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, 102542. https://doi.org/10.1016/J.JRETCONSER.2021.102542   DOI
5 Burt, Steve & Davies, Keri (2010). "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), 865-878   DOI
6 Corstjens, Marcel & Lal, Rajiv (2000). "Building Store Loyalty through Store Brands", Journal of Marketing Research, 37(3), 281-289.   DOI
7 Douphrate, D. I., Hagevoort, G.R., Nonnenmann, M. W., Kolstrup, L. C., Reynolds, S., Jakob, M. & Kinsel, M. (2013). The Dairy Industry: A Brief Description of Production Practices, Trends, and Farm Characteristics Around the World. Journal of Agromedicine, 18(3), 187-197. https://doi.org/10.1080/1059924X.2013.796901   DOI
8 Glynn, M. S., Brodie, R. J., & Motion, J. (2012). The benefits of manufacturer brands to retailers. European Journal of Marketing, 46(9), 1127-1149. https://doi.org/10.1108/03090561211247856   DOI
9 Graf, T. F. (1986). Effect of Imitation or Filled Dairy Products. Journal of Dairy Science, 69(5), 1462-1469. https://doi.org/10.3168/JDS.S0022-0302(86)80556-2   DOI
10 Inman, J. J., & McAlister, L. (1994). Do Coupon Expiration Dates Affect Consumer Behavior? Journal of Marketing Research, 31(3), 423-428. https://doi.org/10.2307/3152229   DOI
11 Juttner, U. (2005). Supply chain risk management: Understanding the business requirements from a practitioner perspective. International Journal of Logistics Management, 16(1), 120-141.   DOI
12 Farris, P. W., & Ailawadi, K. L. (1992). Retail power: monster or mouse? Journal of Retailing, 68(4), 351-369.
13 Del Vecchio, Devon, Henard, David H. & Freling, Traci H. (2006). "The Effect of Sales Promotion on Post-Promotion Brand Preference: A Meta-Analysis", Journal of Retailing, 82(3), 203-213.   DOI
14 Anderson, R. E. (1996). Personal selling and sales management in the new millennium. Journal of Personal Selling and Sales Management, 16(4), 17-32. https://doi.org/10.1080/08853134.1996.10754071   DOI
15 Beard, F. (2015). Forgotten classics: The Business of Advertising, by Earnest Elmo Calkins (1915). Journal of Historical Research in Marketing, 7(4), 573-583. https://doi.org/10.1108/JHRM-06-2015-0017/FULL/XML   DOI
16 Blattberg, R. C., &Neslin, S.A. (1990). Sales promotion : concepts, methods, and strategies. Prentice Hall.
17 Boyd, H. W., Walker, O. C., Mullins, J., & Larreche, J.-C. (2002). Marketing management : a strategic, decision-making approach. McGraw-Hill.
18 Inkpen, A. C. (1996). Creating Knowledge through Collaboration. California Management Review, 39(1), 123-140. https://doi.org/10.2307/41165879   DOI
19 Kaur, R., Banga, G., Kumar, B., Kapur, S. & Singla S.K. (2008). "Visual Merchandise and Store Design Strategies of Specialty Retail Stores", Indian Retail Review. 2(1), 327-348.
20 Addo, P. C., Jiaming, F., Kulbo, N. B., & Liangqiang, L. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40(7-8), 471-490. https://doi.org/10.1080/02642069.2020.1751823   DOI
21 Narasimhan, C., Neslin, S. A., & Sen, S. K. (1996). Promotional elasticities and category characteristics. Journal of Marketing, 60(2), 17-30. https://doi.org/10.2307/1251928   DOI
22 Kim, S. Y., & Staelin, R. (1999). Manufacturer allowances and retailer pass-through rates in a competitive environment. Marketing Science, 18(1), 59-76. https://doi.org/10.1287/MKSC.18.1.59   DOI
23 Kelly, B., Halford, J. C. G., Boyland, E. J., Chapman, K., BautistaCastano, I., Berg, C., & Summerbell, C. (2010). Television food advertising to children: A global perspective. American Journal of Public Health, 100(9), 1730-1736. https://doi.org/10.2105/AJPH.2009.179267   DOI
24 Kim, B. (2020). Effects of social grooming on incivility in COVID-19. Cyberpsychology, Behavior, and Social Networking, 23(8), 519-525. https://doi.org/10.1089/CYBER.2020.0201   DOI
25 Landes, M., Cessna, J., Kuberka, L., & Jones, K. (2017). India's Dairy Sector: Structure, Performance, and Prospects. U.S. Department of Agriculture, Washington.
26 Lemmink, J., Wetzels, M., & Koelemeijer, K. (1996). Manufacturer-Distributor Relationships and Channel Service Quality. The International Journal of Logistics Management, 7(2), 33-42. https://doi.org/10.1108/09574099610805502   DOI
27 Manning, K. C., & Sprott, D. E. (2007). Multiple unit price promotions and their effects on quantity purchase intentions. Journal of Retailing, 83(4), 411-421. https://doi.org/10.1016/J.JRETAI.2007.03.011   DOI
28 Balagtas, J. V., & Kim, S. (2007). Measuring the effects of generic dairy advertising in a multi-market equilibrium. American Journal of Agricultural Economics, 89(4), 932-946. https://doi.org/10.1111/J.1467-8276.2007.01037.X   DOI
29 Kurt Salmon Associates. (1993). Efficient consumer response : enhancing consumer value in the grocery industry. Washington, DC: Research Dept., Food Marketing Institute.
30 Anderson, E. T., & Simester, D. I. (2009). Price cues and customer price knowledge. Handbook of Pricing Research in Marketing, 150-166. https://doi.org/10.4337/9781848447448.00016   DOI
31 Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain. Journal of Product & Brand Management, 12(4), 220-236. https://doi.org/10.1108/10610420310485032/FULL/XML   DOI
32 Srinivasan, S., Pauwels, K., Hanssens, D. M., & Dekimpe, M. G. (2004). Do promotions benefit manufacturers, retailers, or both? Management Science, 50(5), 617-629. https://doi.org/10.1287/MNSC.1040.0225   DOI
33 Bell, D., & Dreze, X. (2002). Changing the Channel: ABetter Way To Do Trade Promotions. MIT Sloan Management Review, 43(2).
34 Murry, J. P., & Heide, J. B. (1998). Managing promotion program participation within manufacturer-retailer relationships. Journal of Marketing, 62(1), 58-68. https://doi.org/10.2307/1251803   DOI
35 Nilsson, J. (1977). Purchasing by Swedish grocery chains. Industrial Marketing Management, 6(5), 317-328. https://doi.org/10.1016/0019-8501(77)90057-8   DOI
36 O'Guinn, T., Allen, C., Scheinbaum, A. C., & Semenik, J., R. (2012). Advertising and Integrated Brand Promotion (6th ed.). Mason, OH: Cenage Learning.
37 Pauwels, K. (2007). How retailer and competitor decisions drive the long-term effectiveness of manufacturer promotions for fast moving consumer goods. Journal of Retailing, 83(3), 297-308. https://doi.org/10.1016/J.JRETAI.2006.03.001   DOI
38 Rothschild, M. L., & Gaidis, W. C. (1981). Behavioral Learning Theory: Its Relevance to Marketing and Promotions. Journal of Marketing, 45(2), 78. https://doi.org/10.2307/1251666   DOI
39 Shamim, K., Ahmad, S., & Alam, M. A. (2021). COVID-19 health safety practices: Influence on grocery shopping behavior. Journal of Public Affairs, 21(4). https://doi.org/10.1002/PA.2624   DOI
40 Timotius, E., & Octavius, G. S. (2021). Global Changing of Consumer Behavior to Retail Distribution due to Pandemic of COVID-19: A Systematic Review. Journal of Distribution Science, 19(11), 69-80. https://doi.org/10.15722/JDS.19.11.202111.69   DOI
41 Wagner, J., Ettenson, R., & Parrish, J. (1989). Vendor selection among retail buyers: An analysis by merchandise division. - PsycNET. Journal of Retailing, 65(1), 58-79.
42 Birthal, P.S. (2008). Linking smallholder livestock producers to markets: Issues and approaches. Indian Journal of Agricultural Economics, 63(1): 19-37.
43 Lane, P. J., & Lubatkin, M. (1998). Relative absorptive capacity and interorganizational learning. Strategic Management Journal, 19, 461-477. https://doi.org/10.1002/(SICI)1097-0266(199805)19:5<461:AID-SMJ953>3.0.CO;2-L   DOI
44 Bhatnagar, A. & Ratchford, B. (2004). "AModel of Retail Format Competition for Non- durable Goods", International Journal of Research in Marketing, Vol 21(1), pp 39-59.   DOI