Consumer purchases are influenced strongly by cultural, social, personal and psychological factors. Packaged Drinking water industry is currently dominated by its top five Brands, including Bisleri, Kinley, Aquafina, Tata water Plus and Bailey. But with these companies struggling to penetrate...

The promotional mix is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The purpose of promotion is to reach the targeted consumers and persuade them to buy. Promotion has been defined as the...