Effectiveness of below-the-line marketing touchpoints on consumer awareness, engagement and dairy product preferences in Bengaluru, India

Abstract:

Below-the-line (BTL) marketing has emerged as an effective promotional strategy for enhancing consumer awareness, engagement, and purchase behaviour in the premium dairy sector. The study evaluates the socio-economic profile of consumers, assesses their awareness of the company’s dairy products, examines the effectiveness of BTL touchpoints and analyses consumer preferences in Bengaluru city. Primary data were collected from 200 consumers using a structured questionnaire through purposive sampling. The collected data were analysed using descriptive statistics, Likert scale analysis, and Garrett ranking technique. The findings revealed that the majority of respondents were middle-aged (35-50 years), graduates, and belonged to higher-income households. Overall, consumer awareness regarding the company’s products was moderate, with 52.00 per cent of respondents being aware of the brand. Community events (21.00%) and product sampling (19.00%) were identified as the major sources of brand awareness, while product sampling (23.00%) emerged as the most effective BTL activity in enhancing consumer engagement. Milk was the most frequently purchased and preferred dairy product, with A2/Desi cow milk being the most preferred milk variant. Garrett ranking indicated that product quality, freshness, and trust and transparency were the primary factors influencing consumer preference for premium dairy brands, whereas quality testing, freshness and taste, and doorstep delivery were the leading reasons for preferring the company. The study concludes that experiential BTL activities, supported by superior product quality, transparency, and convenient delivery services, play a significant role in strengthening consumer awareness, engagement, preference, and long-term brand loyalty in Bengaluru's premium dairy market.