The Impact of Factors Influencing and Promotion Strategies of Automobile Companies on Consumer Purchase Decisions

Abstract

Marketing strategies are projected to fill market place needs and grasp market place objectives. These are vibrant and interactive and could differ from situation-to-situation in an individual business. The Indian Automobile Industry is one of the largest industries with impressive grown in last two decades. So, to remain competitive in market these companies have to come up with innovative ideas and strategies. Various marketing strategies help the companies in expansion and satisfy human needs. The most obvious objective, marketers have for promotional activities, is to convince customers to make a decision that benefits the marketer (of course the marketer believes the decision will also benefit the customer). For most for-profit marketers, this means getting customers to buy an organization's product and, in most cases, to remain a loyal long-term customer.

The objective of this research paper is to understand consumer buying behaviour and effect of marketing strategies of the company on consumer buying behaviour. The main aim of the study is to identify the factors that affect customer preference for a particular automobile so that the company can focus more on this factor to increase their sales and market share in India. The results show that the significant factor that leads to the consumer preferences for automobile are style, enhance value, price of the vehicle.