a study of effectiveness of sales promotion of maruti cars
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A STUDY OF EFFECTIVENESS OF SALES PROMOTIONAL ACTIVITIES
ADOPTED BY MAHALAXMI AUTOMOTIVES PVT. LTD, BARAMATI
ARTICLE
OCTOBER 2013
CITATION
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1 AUTHOR:
Nilesh Vitthal Limbore
Swami Ramanand Teerth Marathwada University
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ORIGINAL ARTICLE
ISSN No : 2249-894X
Monthly Multidisciplinary
Research Journal
Review Of
Research Journal
Vol 3 Issue 1 Oct 2013
Chief Editors
Ashok YakkaldeviA R Burla College, India
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Horia PatrascuSpiru Haret University, Bucharest, Romania
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Regional Centre For Strategic Studies, SriLanka
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J. K. VIJAYAKUMARKing Abdullah University of Science &Technology,Saudi Arabia.
George - Calin SERITANPostdoctoral ResearcherFaculty of Philosophy and Socio-PoliticalSciencesAl. I. Cuza University, Iasi
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Title:Source: Review of Research [2249-894X]
yr:2013 vol:3 iss:1
A STUDY OF EFFECTIVENESS OF SALES PROMOTIONAL ACTIVITIES ADOPTED BYMAHALAXMI AUTOMOTIVES PVT. LTD, BARAMATI NILESH VITTHAL LIMBOREAND MANOJ SHIVAJI WABLE
Vol. 3, Issue. 1, Oct. 2013
Review Of Research
KEY WORDS:
sales promotion, Indian automobile sector, changing market conditions.
INTRODUCTION
To manage a business well is to manage its future & to manage future is to manageinformation.
Marketing research methodology requires the application of the system approach to the task ofcollecting, organizing, analyzing and interpreting desired marketing information. This means that each stepin the research with all other related information so that all the steps are properly integrated and executed asspecified at proper time and in the desired sequence.
Marketing research is directly concerned with all three operations input, process and output.Input is data i.e. facts and figures and values often qualified. Researchers process the collected data. In dataprocessing we have the operation of editing, classification and analysis and output are the result ofprocessing. It is in the form of information
1.OBJECTIVES OF THE STUDY1. To study sales promotion activities carried out by Maruti Suzuki (India) Ltd for Wagon-R brand.2. To find out responses of customers towards sales promotional activities carried out for Wagon-R.3. To examine widely accepted sales promotional activity by customers of Wagon-R.
Abstract:In marketing field sales promotion is one of the most important topics. If you are
aware in the changing market conditions. Customers are looking for convenience andvalue for money. The basic of this concept is to initiate a relationship with customer andgrow it further. Keeping in touch with customer is the only way of finding out there needsand serving them there to satisfaction. There are various ways in which researcher canenhance and enrich relationship with the customer. Indian automobile sector is in fullflow, which holds great future for an India. Standard of living of Indian people isincreasing and more and more people find the need and demand for the four wheeler.Thus the sales of cars have increasing in recent year in India. Foreign automobilecompanies find a good scope in Indian market. It is also important to satisfy all the needsand wants of customers. Here researcher is study sales promotion activities carried outby Maruti Suzuki (India) Ltd for Wagon-R brand and find out responses of customerstowards sales promotional activities carried out for Wagon-R. Also researcher is
examining widely accepted sales promotional activity by customers of Wagon-R.
ISSN:-2249-894X
A STUDY OF EFFECTIVENESS OF SALESPROMOTIONAL ACTIVITIES ADOPTED BY
MAHALAXMI AUTOMOTIVES PVT. LTD, BARAMATI
Available online at www.ror.isrj.net
ORIGINAL ARTICLE
NILESH VITTHAL LIMBORE AND MANOJ SHIVAJI WABLE
Assistant Professor SVPM's College of Commerce ,Science and Computer Education, Malegaon Bk.
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2.SAMPLING METHODOLOGY:
When researcher study the characteristic of each and every unit in a given population, in theinvestigation of such population sampling method is very useful. The sampling method is useful carried outby complete enumeration or census method.
3.1 Convenience Sampling:Convenience sampling (sometimes known as grab or opportunity sampling) is a type of
nonprobability sampling which involves the sample being drawn from that part of the population which isclose to hand. That is, a population is selected because it is readily available and convenient. The researcherusing such a sample cannot scientifically make generalizations about the total population from this samplebecause it would not be representative enough. This type of sampling is most useful for pilot testing.Several important considerations for researchers using convenience samples include:
1.Are there controls within the research design or experiment which can serve to lessen the impact of a non-
random convenience sample, thereby ensuring the results will be more representative of the population?2.Is there good reason to believe that a particular convenience sample would or should respond or behavedifferently than a random sample from the same population?3.Is the question being asked by the research one that can adequately be answered using a conveniencesample?
So that here researcher use the Convenience Sampling to study the effectiveness of salespromotional activities adopted by Maruti Suzuki (India) Ltd.
3.2 Sampling size:
Sample size relates to how many people to pick for the study. According to the law of largenumbers, the larger the sample size, the better the estimates, or the larger the sample the closer the "true"value of the population is approached. Here researcher refers the sampling size is 100 customers of MarutiSuzuki in the Baramati and villages in the vicinity of Baramati area.3.3 Sampling area:
Baramati and some villages' vicinity to Baramati area
3.4 Methods of Collecting Primary Data
The answer to these questions also will helpful to the organization for making future innovation
and changes in the product. Thus all these questions were asked by meeting the customer personally. Itmakes lot of impact and also is effective process when we interact with the customer personally.
Thus questions were asked to the customer in the showroom as well as at their resident or in theiroffices. Thus researcher can say that with this process company can ideas which they keep searching all thetime. It is always better and appropriate for the company to undertake this keep to know all the strong pointand the weak point from the customer itself. His process really helps to build a familiar relation with thecustomer and the company. Researcher was also asked to take down the date of birth of all the customers sothat we can send a greeting card to that will really create a feeling of belongingness and a feeling of care. Aresearcher adopts a Questionnaire Method for collection of data.
3.5 Methods of Collecting Secondary Data
The secondary data sources of information form internet and showroom records and magazines ofWagon R.
4.DATA ANALYSIS AND INTERPRETATION
1)Did you know sales promotional activities implemented by Maruti Suzuki (India) Ltd. for
Wagon-R?
2
A STUDY OF EFFECTIVENESS OF SALES PROMOTIONAL ACTIVITIES ADOPTED BY........
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Graph No.4.1 Sales promotional activities implemented by Maruti Suzuki
InterpretationAmong the total customers surveyed, 65% customers knew sales promotional activities
implemented by Maruti Suzuki (India) Ltd while making their purchase decision on Wagon-R. Remaining35% customers were not well aware of sales promotional activities.
1) Which sales promotional activities did you come across when buying Wagon-R car?
3Review Of Researc h * Volume 3 Issue 1 * Oct 2013
Sr.No Responses Percentage
1. Yes 65%
2. No 35%
3. Total 100%
1 Price off 40
2 Discount coupons 25
3 Contests 03
4 Cash refund 20
5 Scratch cards 02
6 Prizes 10
Total 100
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Graph No.4.2 Sales promotional came across when buying Wagon-R car
Interpretation
Among the total customers surveyed, 65% customers came across Price off and Discountcoupons sales promotional activities when buying Wagon-R.
3) Which of the sales promotional activities exerted major influence on your decision to purchaseWagon-R car?
Graph No.4.3 sales promotional activities exerted major influence
4Review Of Researc h * Volume 3 Issue 1 * Oct 2013
40%
25%
3%
20%
2%
10%
Price off
Discount coupons
Contests
Cash refund
Scratch cards
Prizes
1 Price off 30
2 Discount coupons 20
3 Contests 07
4 Cash refund 25
5 Scratch cards 03
6 Prizes 15
Total 100
3 0
20
7
2 5
3
1 5
0
5
10
15
20
25
30
P ric e o f f D is c o u n t
c o u p o n s
C o nte s ts Ca sh
r e f u n d
S c r a t c h
c a r d s
Pr i ze s
P r i c e o ff D i s c o u n t c o u p o n s
C o n te s ts C a s h re fu n d
S c ra tc h c a rd s P r i ze s
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InterpretationAmong all the major sales promotional activities carried out by Maruti Suzuki, Price off and cash
refund take major weight with 30% and 25% respondents respectively followed by discount coupons with20% respondents, when buying Wagon-R.
Responses of customers towards sales promotional activities
4)I believe sales promotional activities facilitate decision making while buying a car?
Graph No.4.4 sales promotional activities facilitate decision making while buying a car
Interpretation
Among the total customers interviewed, most customers (89%) agree with the statement that salespromotional activities facilitate decision making while buying a car.
5) Sales promotional activities create immense awareness about brands.
5Review Of Researc h * Volume 3 Issue 1 * Oct 2013
Sr.No Types of response of Customer Percentages
1 Strongly agree 31
2 Moderately agree 20
3 Agree 384 Strongly disagree 01
5 Moderately disagree 03
6 Disagree 07
Total 100
31
20
38
13
7
0
5
10
15
20
25
30
35
40
Strongly
agree
Moderately
agree
A gree Stro ngly
disagree
Moderately
disagree
Disagree
S trongly agree M oderately agree A gree
S t rong ly disag ree Mode ra te ly d isag ree D i sag ree
Sr.No Types of response of Customer Percentages
1 Strongly agree 22
2 Moderately agree 25
3 Agree 35
4 Strongly disagree 02
5 Moderately disagree 06
6 Disagree 10
Total 100
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Graph No.4.5 sales promotional create immense awareness about brands
InterpretationAmong the total customers interviewed, most customers (82%) agree with the statement that sales
promotional activities create a great deal of awareness among prospective buyers about their brands whilebuying a car.
Widely accepted sales promotional activity
6) Did your decision of buying a Wagon-R car, a result of sales promotional activities carried out byMaruti Suzuki?
Graph No.4.6 decision of buying a Wagon-R car
Interpretation
Above graph gives an idea about how effective sales promotional activities are with almost 70%people bought Wagon-R car owing to sales promotional activities carried out by Maruti Suzuki.
7) Which one of the following media of sales promotional activities, did you find more appealing?
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0
5
1 0
1 5
2 0
2 5
3 0
3 5
4 0
Str
ongly
agre
e
Mo
dera
tely
agr e
e
Agr e
e
Str
ongly
dis
agre
e
Mo
dera
tely
dis
agre
e
Dis
agre
e
S t r o n g l y a g r e e M o d e r a te l y a g r e e
A g r e e S t ro n g ly d i s a g re e
M o d e r a t e l y d i s a g r e e D is a g r e e
Yes 70
No 23
Dont know 07
Total 100
7 0 %
2 3 %
7 %
Y e s
N o
D o n t k n o w
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Graph No.4.7 Media of sales promotional activities
Interpretation
Above graph demonstrates that Mass Advertisements (Adv. On T.V, Radio etc), and News paper
(Print media) have been found to be the most appealing media of sales promotional activities with 37% and26% contribution towards them respectively. Whereas Hoardings & billboards have been less appealing.
Sources of information used by customers
8) How did you come to know about Wagon-R car?
7Review Of Researc h * Volume 3 Issue 1 * Oct 2013
Sr.No Answers of customers Percentages
1 Mass Advertisement (Adv. On T.V, Radio 37
2 Transit Advertisement 15
3 News paper (Print Media) 26
4 Hoardings & Billboards 13
5 Specify if any other 9
Total 100
3 7
1 5
2 6
1 3
9
0
5
1 0
1 5
2 0
2 5
3 0
3 5
4 0
M
ass
A
dvertisem
ent
(A
dv.
O
n
T
.V,
R
adio
Transit
A
dvertisem
ent
N
ew
s
paper
(PrintM
edia)
H
oardings
&
B
illboards
Specify
ifany
other
M a s s A d v er ti s em e n t (A d v. O n T .V , R a d io T ra n s it A d ve rt is e m e n t
N e w s pa p e r ( P r in t M e d ia ) H o a r d i n g s & B i ll b o a rd s
S p e c i f y if a n y o t h e r
Sr.No Answers of customers Percentages
1 Mass Advertisement (Adv. On T.V, Radio 33
2 Transit Advertisement 11
3 News paper (Print Media) 17
4 Hoardings & Billboards 13
5 Others 26
Total 100
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Graph No.4.8 Customers knew about Wagon-R car
Interpretation
Above graph demonstrates that major portion of customers (33%) was agreed that Mass mediacontributed a lot to make them have more information on Wagon-R.
9) I believe, sales promotional activities help in guiding customers on purchase decision.
Graph No.4.9 Sales promotional activities guiding customers on purchase decision
8Review Of Researc h * Volume 3 Issue 1 * Oct 2013
33
11
17
13
26
0
5
10
15
20
25
30
35
M
a
ss
A
d
ve
rtise
m
e
n
t
(A
d
v.
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.V
,
R
a
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io
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ra
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sit
A
d
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rin
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H
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S
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cify
ifa
n
y
o
th
e
r
Mass Advertisement (Adv. On T.V, Radio
Transit Advertisement
News paper (Print Media)
Hoardings & Billboards
Specify if any other
Sr.No Types of response of Customer Percentages
1 Strongly agree 39
2 Moderately agree 21
3 Agree 19
4 Strongly disagree 3
5 Moderately disagree 5
6 Disagree 13
Total 100
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InterpretationAmong the total customers interviewed, 79% customers believed that sales promotional activities
help them in guiding on purchase decision while buying a car.
10) Which source of information did you find more trustworthy and appealing?
Graph No.4.10 Source of information is more trustworthy and appealing
Interpretation
Above graph shows that Advertisements on T.V and in Newspapers were found to be moretrustworthy with 66% contribution, following Hoardings and Billboards with 16% contribution.
FINDINGS OF THE STUDY:Among the total customers surveyed, maximum customers knew the sales promotional activitiesimplemented by Maruti Suzuki (India) Ltd. for Wagon-R.Most customers believe that Price off and Discount coupons are the sales promotional activities, which theycame across when buying Wagon-R.Lot of customers believed that sales promotional activities facilitate decision making while buying a car.Many customers agreed that Sales promotional activities created immense awareness about brands.Majority of customers bought Wagon-R car as a result of sales promotional activities carried out by MarutiSuzukiBroad-spectrum of people agreed that Mass Advertisements, News paper and Hoardings & billboards weremore appealing.
Maximum portion of people knew Wagon-R car owing to Adv. On T.V, Radio, News paper (Print media)and other media.
SUGGESTIONS OF STUDY
Mahalaxmi Automotive Pvt.Ltd.is in the rural area. There are many people in the Baramati areawhich are probable customers of car. By using Road shows, Banners, Sales Promotion campaign,
9Review Of Researc h * Volume 3 Issue 1 * Oct 2013
Sr.No Answers of customers Percentages
1 Mass Advertisement (Adv. On T.V, Radio 47
2 Transit Advertisement 6
3 News paper (Print Media) 19
4 Hoardings & Billboards 16
5 Specify if any other 12
Total 100
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Pamphlets etc. sales of Maruti Suzuki's cars and Wagon-R can be easily increased. It is Suggested to give the information about advanced and latest cars that are launched by MarutiSuzuki to the Doctors, Businessman's, Government employees', Advocates, Contractors that can bepurchases a car.
LIMITATIONS OF STUDY
1) There was limited geographical area of the study.2) There was limited time span of the study.3) Consumers are not willing to give the complete information about product.4) Problems are related to behavior of the people at the time of working in survey.5) All the customers are not satisfied with style, price and overall Performance of car i.e. it is very difficultto suit all the needs of customers.
CONCLUSION OF THE STUDY
Researcher have seen Maruti Suzuki's showroom at Baramati and conclude that the products andservices of company are outstanding. Its products have full potential to stand in market and face thecompetition by the players in this car segment. Maruti Suzuki Wagon-R is good product which satisfies theutmost needs of the customers in the geographical area studied.
BIBLIOGRAPHY1Kothari C.R Research Methodology Methods and Techniques New Age international (P) Ltd.,Publishers, New Delhi 2005.2Nargundkar Rajendra Marketing Research Texts and Cases Tata McGraw-Hill publishing companylimited, New Delhi 2006.3Philip Kotler, Marketing Management, Prentice hall of India, New Delhi 1999.4Phillip Kotler & Kevin Keller Marketing Management -Prentice-Hall of India Pvt, Ltd, New Delhi 2005.
WEBLEOGRAPHY
http://www.marutisuzuki.comhttp://www.wagonr.com
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