| dc.description.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 | en |
