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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM61876
Volume:
10 |
4 |
April 2026
Pages:
1-27
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
MASTER OF BUSINESS ADMINISTRATION (MBA)
MIT COLLEGE OF MANAGEMENT, PUNE
MASTER OF BUSINESS ADMINISTRATION (MBA)
MIT COLLEGE OF MANAGEMENT, PUNE
The rapid growth of digital technology has significantly transformed the way companies promote their products and communicate with consumers. Digital marketing has become an essential tool for businesses to create awareness, build brand image, and influence consumer purchasing behavior. In the dairy industry, the demand for premium products such as A2 milk has increased due to rising health awareness among consumers. A2 milk is believed to be easier to digest and healthier compared to regular milk, which has encouraged several dairy brands to promote it actively through digital platforms. The present study titled “Effectiveness of Digital Marketing in Promoting A2 Milk Brands in Pune” aims to examine how digital marketing strategies influence consumer awareness, perception, and purchasing decisions regarding A2 milk brands such as Amul and Country Delight. The study focuses on consumers residing in Pune, a city known for its digitally active and health-conscious population. The research is descriptive in nature and is based entirely on primary data collected through a structured questionnaire. A total of 160 responses were collected using an online survey. The collected data was analysed to understand consumer awareness of A2 milk, exposure to digital marketing campaigns, perception of the product, and the factors influencing purchase decisions. The findings of the study indicate that digital marketing platforms such as social media, online advertisements, and mobile applications play an important role in increasing consumer awareness and influencing purchasing behavior. The study highlights the importance of digital marketing strategies in promoting A2 milk brands and strengthening their market presence among urban consumers.
KEYWORDS
The study concludes that digital marketing is a highly effective tool for promoting A2 milk brands like Country Delight and Amul in Pune, reaching 91% of the target audience. Social media and online advertisements have successfully built high levels of consumer awareness and trust, with 90% of respondents believing in the product's health benefits. While digital campaigns drive the initial trial and brand interest, competitive pricing remains the most critical factor for final purchase decisions. Ultimately, the market shows strong growth potential and high customer loyalty, as nearly all respondents intend to continue purchasing A2 milk in the future.
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Publication Date
4/30/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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