A STUDY ON SALES PROMOTION TOWARDS S K A DAIRY FOODS INDIA PRIVATE LIMITED AT SALEM

Sales promotion is one of the most important marketing tools that helps organizations increase product awareness, attract new customers, and improve sales performance. The present study focuses on the sales promotion activities of S K A Dairy Foods India Private Limited at Salem. The main objective of the study is to analyze the effectiveness of promotional strategies adopted by the company and to evaluate customer satisfaction towards these promotional activities. The study is based on both primary and secondary data. Primary data were collected from 120 respondents using a structured questionnaire, while secondary data were collected from books, journals, company records, and websites. Percentage analysis was used to interpret the collected data. The findings reveal that promotional activities positively influence customer buying behaviour and improve customer loyalty.