1.
1 INTRODUCTION
All marketing starts with the customer. So customer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become successful marketers, the must know the liking or disliking of the customers. They must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Gone are the days when the concept of market was let the buyers beware or when the market was mainly the sellers market. Now the whole concept of consumers sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, consumer is the supreme in the market.
So it becomes important to know who the customer is and what promotion meanss to him. In a simplified terms Customer can be defined as A person or organization that buys goods or services from a store or other business. In simplified terms promotion can be defined as The activities taken by the company to communicate the merits of the product and promote its product to the target market. So the customer buys a product which he gets awareness through some various promotional tools and if the customer likes the product or service then the concept of customer loyalty and Brand loyalty arises. The present study is mainly concerned to know the customer preference in relation to promotion with reference to the TATA motors. The study also tries to find out customer preference towards CARS.
1.2 NEED AND IMPORTANCE OF THE STUDY:
The increasing competition in business is the reason why much more attention must be paid in satisfying customers. It may help the market to notice role of customer satisfaction in the overall context of product of service development and management. Customers do not buy services, they buy need, satisfaction. Hence marketers must be clear about the need and satisfaction the customer is seeking and checks out whether the customers are getting the actual need along with the satisfaction. This study helps the marketers to take necessary steps to gain the competitive advantage over the competitors. The study helps to predict further behavior intentions of the customers such as intention to repurchase, intention to increase the usage, intention to recommend the product and Service to others. Today the customers have wide variety of motorcars to chose. If the satisfaction level of the customer goes down he may switch over to other brand. Ultimately the company loses its actual permanent customer. This study helps the marketer to take necessary steps to overcome this problem and retain in the increase of customer loyalty
1.3 OBJECTIVES
To ascertain the impact of promotional activity on purchase decision. To analyze the awareness among public about the TATA products To find out the effectiveness of promotional strategies of TATA.
1.4 SCOPE OF THE STUDY
The main purpose of survey is to throw light towards the promotional activities on the sale of the product. To study the ways in which this company promotes its products through various channels of communication.
1.5 RESEARCH METHODOLOGY
Source of data:
1) Primary Data: The primary data is collected through questionnaires from the customers. 2) Secondary Data: The secondary data is collected from the books, journals and internet.
Data collected method:
The data is collected through close ended questionnaire. a) Sample size: 1. The sample size of the survey (N) is 60. 2. Data was collected from the customers of the showroom 3. The age limit of the customers is between 20-55. 4. The customers are randomly selected. b) Tools & Techniques: For analyzing the data, the pie charts are used as they are the easiest way of representing the data in a proper manner.
1.6 PLAN FOR THE STUDY
Chapter 1 Introduction. Chapter 2 .Literature review, Theoretical background. Chapter 3 . Industry Profile. Chapter 4 .... Data Analysis & Interpretation. Chapter 5 . Findings , Conclusion, Suggestions.
1.7 Limitations to the study:
Primary data analysis only depended on the respondents. Process of study/survey is limited only to some customers. Survey conducted is only for the time period of 45 days.