EFFECTIVENESS OF TRADE PROMOTION IN BUILDING MILK BRAND IN KENYA
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 8
Abstract
In this paper Factor analysis was used to reduce the variables and determine interrelationships. Analysis of data indicated that consumer promotions have actually increased dairy brand awareness especially by firms that practices it, for example, the recent Tuzo promotions whereby if you bought one packet of Tuzo milk packet, you were given another free packet of milk. The recommendations drawn from the study were that players in the industry should take concern of the identified factors that were deemed crucial in enhancing brand awareness. If these considerations are implemented, then companies can be sure to have a competitive edge over others that do not put them into consideration. The researcher proposed future researchers that take to determine brand awareness focusing on companies themselves, since this study focused on consumers. Marketing managers need factual, market-based information that will help them design innovative ways on consumer promotions in order to build brand awareness. This will increase their market share and profitability, both in the short and long run.
Authors and Affiliations
Martin Warutere| Department of Business Administration, Chuka University, P.O Box 109 60400,Chuka, Kenya
Keywords
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- EP ID EP10674
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