Brand Value As A Tool To Measure Effectiveness of Marketing Strategies of Dabur Products

Authors

Mansi Khetan, Dr. Amit Kumar Pandey

Abstract

This research investigates the effectiveness of marketing strategies on brand value perception of Dabur products. Employing a mixed-methods approach, the study utilizes both quantitative and qualitative techniques to explore consumer perceptions and attitudes towards Dabur products, as well as the impact of marketing initiatives on brand value. The research methodology includes the administration of a structured questionnaire to 116 participants, targeting diverse demographic backgrounds. Additionally, secondary data from research papers, online sources, and industry reports are analyzed thematically to provide supplementary insights. Preliminary findings suggest a strong positive correlation between consumers' association of Dabur products with positive qualities and their belief in the competitive positioning of Dabur products in the market. Furthermore, the analysis highlights the significance of marketing strategies, such as innovative product launches, digital marketing efforts, and market segmentation, in shaping brand value perception among consumers. The study's implications extend to academia, industry practitioners, and policymakers, offering valuable insights into the interplay between marketing strategies and brand value creation in the consumer goods sector. Ultimately, the research contributes to a deeper understanding of the factors influencing consumer perceptions and brand value, with specific relevance to Dabur's market positioning and marketing endeavors.

Keywords

Brand Value As A Tool To Measure Effectiveness of Marketing Strategies of Dabur Products. Mansi Khetan, Dr. Amit Kumar Pandey. 2024. IJIRCT, Volume 10, Issue 2. Pages 1-10. https://www.ijirct.org/viewPaper.php?paperId=2404055