Abstract
This study examines the impact of sales promotion strategies on consumer behaviour with a specific focus on Aavin milk. The research explores key factors influencing consumer preferences, including price, quality, availability, service, and advertising. By analysing various promotional techniques such as discounts, loyalty programs, and seasonal campaigns, the study aims to understand their effectiveness in driving sales, brand preference, and customer retention. Using a descriptive research design, data was collected from 50 respondents across urban and rural areas of Tamil Nadu through structured questionnaires. Statistical tools like SPSS and Excel were employed to analyze purchasing patterns and consumer responses to promotions. The findings reveal insights into consumer decision-making and provide recommendations for enhancing Aavin’s sales promotion strategies.
Keywords: Brand preference, consumer behaviour, Buying behaviour, Brand management, Milk brands.
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