EFFECTIVENESS OF PROMOTIONAL STRATEGIES ADOPTED BY TWO-WHEELER DEALERS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i1.2024.2172Keywords:
Buyer Behaviour, Effectiveness, Perception, Promotional StrategiesAbstract [English]
Two wheelers market is the ever-expanding market in India. The customers of all economic classes are using two wheelers for their conveyance needs. The travel could be within a city or outside the city. The two wheelers are bought according to the purpose of travel, distance travelled per day, price, fuel efficiency, etc. The customers are fond of buying trendy two wheelers. Youngsters are interested in buying premium bikes or sports bikes while women are concerned with the easy to operate and the aged customers want safety while using the vehicles. Under these circumstances, the two wheeler manufactures have been introducing new variants from time to time and in order to launch these vehicles, they adopt various promotional strategies by spending huge amount on marketing. Hence, it better to understand the effectiveness of promotional strategies adopted by them. This study has made an attempt to examine the perception of dealers on buyer behaviour and effectiveness of promotional strategies. For this purpose, 250 dealers of top 5 two wheeler manufacturers in Tamil Nadu have been selected and the data obtained from them have been analysed. The results indicate that the perception of dealers on buyer behaviour varies in accordance with the number of sub dealers and the registration facilities have been the most effective strategy.
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Copyright (c) 2024 C. Dhatchayani, Dr. R. Venkatesh
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