The dairy industry plays a significant role in the Indian economy by providing nutritious products to consumers and supporting the livelihood of dairy farmers, and Vijaya Dairy, operated by the state dairy cooperative federation, is a well-known brand supplying milk and milk products such as curd, butter, ghee, and paneer through a wide distribution network while ensuring quality products at reasonable prices; the study titled “A Study on Sales Promotion in Vijaya Dairy, Nellore” aims to analyze the effectiveness of sales promotion strategies used by Vijaya Dairy to increase product awareness and sales by examining promotional tools such as advertising, discounts, retailer incentives, product availability, and customer awareness programs, where primary data was collected from consumers and retailers through questionnaires and secondary data from journals, websites, and company reports; the results show that product quality, brand trust, and availability are the major factors influencing customer purchase decisions, while sales promotion activities like advertising, retailer recommendations, and promotional offers also play an important role in attracting customers, but increasing competition from private dairy brands has created challenges for Vijaya Dairy in maintaining its market share, and the study concludes that although Vijaya Dairy has strong brand recognition and customer trust, it needs to improve its promotional strategies through modern marketing techniques, digital promotion, and expansion of retail outlets to increase sales and customer awareness in the Nellore market.
Raviteja et al. (Fri,) studied this question.