Nestle, Afghanistan: An Analytical Study on Perception of Customs with Reference to Sales Promotion
Author : Dr. Lalchhantluangi Pachuau and Abdul Salim Popalzai
Abstract :
This analytical study delves into the intriguing realm of Nestlé's sales promotional activities in Afghanistan, offering insights into how these strategies impact brand loyalty, market share, and consumer behaviour. This analysis provides a nuanced understanding of how Nestlé's sales promotion activities resonate with Afghan consumers. A fundamental finding of this study pertains to the demographics of Afghanistan, characterized by a predominantly youthful population. Furthermore, the gender distribution among the participants revealed an overrepresentation of males, highlighting a potential area for Nestlé to tailor its marketing efforts to address this demographic imbalance. The study revealed disparities in participation in Nestlé's sales promotions, with free samples and discounts being the most engaging promotional tools. The study also revealed that a significant portion of participants did not participate in these activities, suggesting room for improvement in targeting and communication strategies to reach a broader audience. This study's recommendations provide actionable insights for Nestlé, including diversifying promotional strategies, enhancing targeting, fostering creativity, and strengthening ethical practices. These recommendations can empower Nestlé to refine its sales promotion activities in Afghanistan, align them more effectively with consumer expectations, and further solidify its market position.
Keywords :
Afghanistan, nestle, sales promotion, brand loyalty, market share, consumer behaviour.
