Impact of Market Penetration Strategy on Market Share in Cooking Oil Industry in Islamabad

Abstract

The research paper examine the impact of market penetration on market share in which researcher see the impact of the penetration activities on perception of the consumer about the product when market penetration strategy is used, preference of the user when this strategy is used and effect of the strategy on customer loyalty and repeat purchase behavior and for this purpose qualitative research methodology is used and interviews are taken from the end consumers and from company professionals. To see the relationship between the market penetration strategy and market share, researcher did the research on four dependent variable highlighted which are perception, preference, brand loyalty and repeat purchase and the results shows that market penetration has positive relation and impact on these variables except of the people who are loyal with other brands. It’s difficult to convince the brand loyal people but this strategy increase the loyalty of the existing brand users. Along with that the consumer who compare the attributed of the product with other brand product are easily convinced through market penetration strategy if the company offer the competitive price, value for money and best deal.