Abstract:
This study measures the effect of different kinds of promotion on competition in milk industry. The basic idea of promotional activities has been revolutionized in the past decade. The role of Promotion has attained level of profoundness like never before. It has evolved from the role of a “mere informant” to that of a powerful tool to cater to the vast market.
To conduct this study, qualitative and quantitative data collection methods were used. Literature from various sources was thoroughly read and analyzed. On the other hand, 100 questioners were filled out by correspondents. These correspondents were mostly housewives who do the household buying. This questionnaire was targeted at the middle and upper class of the social strata. Moreover, several off the record informal interviews were also conducted to get a better understanding of promotional activities in the minds of the consumers. All the data collected was deeply analyzed using various statistical tools.
The results showed that there is a direct relationship between increased promotion and competition. Different types of promotion are needed to target different segments of the socio economic classes. Overall, Consumers have tend to become more health conscience then ever before and companies are using this to their advantage.
