Sales Promotion
Comparison study of sales promotional strategies of Maruti & Honda cars customers with special reference to Kollam District
INTRODUCTION
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. it 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.
TYPES OF SALES PROMOTIONS 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
INTRODUCTION
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. it 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.
TYPES OF SALES PROMOTIONS 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