The automobile products occupy an important role in fulfilling the basic needs of human beings. In India, there are tremendous changes in the automobile industry. The industry has observed higher rate of growth economically, industrially &technologically. This has led to good market for automobile products particularly in four wheelers segments both at domestic as well as at global level.When the market is flooded with too many brands of four wheelers with varied price structure and performance, naturally a choice have been arrived in the minds of customers. t is important to know the factors that influence the customers buying the Maruti & Honda cars Sales promotions are marketing strategies companies use chiefly to increase sales temporarily to gain sales volume and market share.
They are occasionally used to clear out year-end inventory before new models arrive in showrooms as is often done in the automobile industry. Sales promotions are also used as a competitive strategy to undercut competition by offering a lower price or other incentive. Although sales promotions usually produce sales volume over and above what is typically the case, they do not build brand identity and loyalty.Many types of sales promotions can induce a consumer to buy your goods or services. A product sample delivered to the consumer's door is a good way to introduce a new product, but also one of the most expensive. Coupons offering a discount off the usual price, cash refunds or rebates redeemable after purchase, and prizes or sweepstakes are also ways of attracting consumer attention.
Although an effective sales, promotion will increase sales in the short-term, generally there no longer-term impact. For established brands, many customers will wait for the promotion to buy and to take advantage of the lower price.And, for many brands, most buyers were already familiar with the brand before the promotion. The promotion may have done little to attract new buyers or to encourage brand switching. Sales Promotions in Highly Competitive Markets Sales promotions have their place in marketing even though they tend to instill a higher degree of price sensitivity among consumers. For new product introductions in competitive markets where there is a need to familiarize a group of consumers with a new product, sales promotions are a highly effective tool.
And, in established competitive markets where gains in market share count for the bragging rights the increased share might offer, sales promotions are an effective method to increase sales volume. Statement of the Problem The Indian automobile industry is facing a tough competition with entry of many companies. In gaining the attention of customers car are coming in several brands with its own features. Each brand claims itself to be popular in terms of comfort, style, driving convenience, fuel consumption ;designing.
Each brand has good promotional features that attract the customers; promotions in the car industry have been about driving traffic to the dealers. Now the primary role for sales promotion is to infiltrate other environments and forge new relationships. ’ This means taking the car to the consumer, rather than trying to entice the customer to the car.Objectives1. To find out which promotional activities are most influenced the customers.2.
To identify various promotional activities of Maruti ; Honda.3. To analyze the consumer's level of satisfaction towards Maruti & Honda.4. To examine the factors influencing the consumers to purchase car Scope of the Project The study covers the data relating to car industry.The documents and reports of performance of competitors in the industry will be used.
It will try to cover ancient and new methods of sales promotion tactics used especially by maruthi and Honda and a questionnaire will be used to collect direct information from respondents of kollam district. Methodology This study will be covering respondents of kollam district to identify whether the sales promotion tactics influence their buying.The variables under the study will be sales promotion methods environmental factors forging customer relationships. source of Data Both primary data &secondary data were used for this project. primary data are collected from customers of maruti& honda with the help of a structured questionnaire prepared for this purpose. Besides the secondary data from published reports, websites , journals &books were also used.
Population & Sample The population of the study is residents of Kollam district. Since it is vast in number a sample of 40 respondents were taken using convenience sampling methods. To authenticate the data collected expert opinion was sought from the field.
