The extent to which consumer promotions builds Awareness of dairy products: The case of consumers in Nairobi

Abstract

Precisely, due to dynamic nature of market in the 21st century, firms should focus their attention to their markets. The market place, not the factory, ultimately determines which companies will succeed. This study was conducted with the objective to determine the extent to which consumer promotions builds awareness of dairy products. The focus of the study was the consumers in Nairobi. To achieve the objective, a sample of 108 customers was picked and a questionnaire was administered to each of them. The questionnaire had open and close ended questions. The four main supermarket chains in Nairobi which include Uchumi, Nakumatt, Tusker and Ukwala were picked. Three respondents were picked from each of the 36 branches of the four chains. A recruitment guide was used to determine the extent of awareness. Every tenth customer leaving the supermarket was asked to fill the recruitment guide to determine the awareness status and then the questionnaire if one qualified. The researcher picked the next person in cases where one failed to qualify. The respondents filled in the questionnaires as the researcher waited. This reduced instances of non - response. Data collected was analysed using the percentages, means and standard deviations. 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 ofTuzo 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 identi tied 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