Influence of sales promotion on brand awareness and customer loyalty of AMUL limited

Ing. Anitta Mathew

Master's thesis

Abstract:

This study looks at the impact of sales promotion on brand awareness and customer loyalty in the context of AMUL Limited, a well-known dairy company. The study analyses a customer sample of 100 people to gain insight into the dynamic interaction between sales promotions, brand awareness, and customer loyalty. This study's methodology combines quantitative analysis with qualitative feedback from the chosen client sample. Participants' impressions and experiences with AMUL's sales promotions are studied through surveys and interviews, offering light on the effectiveness of these techniques in increasing brand awareness and cultivating consumer loyalty. The findings of this study add to the current literature on dairy marketing tactics, with practical implications for AMUL and other businesses looking to boost their brand position and customer relationships. The findings are intended to provide significant information for marketing experts, allowing them to optimize sales promotion techniques for increased brand visibility and long-term consumer loyalty in a competitive market

Abstract:

This study looks at the impact of sales promotion on brand awareness and customer loyalty in the context of AMUL Limited, a well-known dairy company. The study analyses a customer sample of 100 people to gain insight into the dynamic interaction between sales promotions, brand awareness, and customer loyalty. This study's methodology combines quantitative analysis with qualitative feedback from the chosen client sample. Participants' impressions and experiences with AMUL's sales promotions are studied through surveys and interviews, offering light on the effectiveness of these techniques in increasing brand awareness and cultivating consumer loyalty. The findings of this study add to the current literature on dairy marketing tactics, with practical implications for AMUL and other businesses looking to boost their brand position and customer relationships. The findings are intended to provide significant information for marketing experts, allowing them to optimize sales promotion techniques for increased brand visibility and long-term consumer loyalty in a competitive market

Keywords

PROMOTION, BRAND AWARENESS, CUSTOMER LOYALTY, AMUL, SURVEY, EFFECTIVENESS, TECHNIQUES, SALES PROMOTION

Language used: English

Date on which the thesis was submitted / produced: 18. 12. 2023

Thesis defence

• Date of defence: 13. 2. 2024
• Supervisor: doc. Ing. Martin Klepek, Ph.D.
• Reader: Ing. Veronika Kopřivová, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management