ABSTRACT

In todays business world customers are considered to be kings. It is important for

producers to meet the needs of customers in order to stay competitive. One of the
marketing tools that is used in attracting the attention of the customer is sales
promotion. The aim of this paper therefore is to determine the effect of sales
promotion on customer buying behaviour. In the emerging business scenario various
promotional techniques are used by the marketer. Through this study, an effort has
been made to find out the various sales promotion tools and its impact on customers
buying behaviour with special reference to AMRUTH SUZIKI( SUZIKI Two wheeler
showroom), Ananthapuramu. For conducting the research, data was collected through
simple random sampling of 100 respondents through descriptive research design
technique. Later the data was analyzed and the hypothesis was tested by using
weighted average method.

OBJECTIVES OF THE STUDY

To study consumer buying behaviour Two wheeler customer of

Ananthapuramu.
To know about the consumer awareness towards Bikes(SUZIKI).

SCOPE OF THE STUDY

The project was undertaken to study the consumer buying behavior of products with
special reference to Amruth suziki in Ananthapuramu.

The scope of the project is defined by the objective of the study; if the study was
basically for the fulfillment at its objectives. This means that scope of this project study
is restricted to consumers buying behavior of bikes among the other brand in the market.

Scope of this project is also restricted to the area of field survey in Ananthapuramu. The
study does not include any other area like finance personnel product etc.

LIMITATIONS OF THE STUDY

The study suffers from many limitations of this report are enumerated as the following:
Firstly, being the whole project dependent on primary data, the study has gained
vulnerability.

Secondly, the survey was restricted only 100 respondents in whole Ananthapuramu and
as such may not be true representative of the entire Ananthapuramu.

Thirdly, the major constrain was the time factor, as the study have to be finished within
the stipulated time period.

Fourthly, lack of interest and unenthusiastic response may have allowed biasness to
creep this report.

Finally, lack of conclusions, which have been drawn, are subject to criticism at any
stages of its analysis and presentation. This report may not provide the best possible
market scenario and the efforts can always be made to have this project report more
effective and useful.

Introduction
The job of marketer is to meet and satisfy target customers needs and wants but knowing
customer" is not a simple task. Understanding the buying behavior of the target market for its
company products is the essential task for the marketing dept. The job of the marketers is to
think customer and to guide the company into developing offers, which are meaningful and
attractive to target customers and creating solutions that deliver satisfaction to the customers,
profits to customer and benefits to the stakeholders.

Marketers must study the customer taste, preferences, wants, shopping and buying behavior
because such study provides the clues for developing the new products, price, product changes,
messages and other marketing mix elements. In understand the concept of buying we have the
some of the key questions. They are: -

Why does the market buying? Objective

Who does the market buying? Organization

What does the market buying? Objects

When does the market buying? Occasions

Where does the market buying? Outlets

How does the market buying? Operations

Along with that there are two more questions that are also related with above. They are:

How do the buyers characteristics influence the buying behavior?

 How does the buyer make purchasing decisions?

These are some of questions that solutions help to predict the buying behavior.

WAYS OF BUYING BEHAVIOR

According to the concept of marketing the buying behavior can be divided in two ways:

1. Consumer Behavior: - It includes that user who buys the product for the direct consumption,
not to use for further sale purpose. Like as home users.

2. Business Behavior: - It includes those users who buy the product for the further sale purpose.
Like as shopkeepers, dealers, and retailers.

BUYING ROLES IN BUYING BEHAVIOR

In the buying behavior there are different roles played in each of consumer and business. Those
are involved in the buying decisions.

CONSUMER BUYING ROLES

In the consumer buying there are different buying roles; i.e.

Initiator: -- A Person who first suggest the idea of buying.

Influencer: - A Person who influence the buying decision.

Decider: - A Person who takes decisions regarding buying

Buyer: - A Person who actually buys the products.

User: - A Person who is the user of the product.

BUSINESS BUYING ROLES

In the business buying there are different buying roles; i.e.

Approver: -- A Person who approves the idea of buying.

influencer: -- A Person who influence the buying decision.

Decider: -- A Person who takes decisions regarding buying

Buyer: -- A Person who actually buys the products.

User: -- A Person who is the user of the product.

TYPES OF BUYING BEHAVIOR

There is a great difference between the purchasing of a computer and a car. Buying decisions
making varies with the type of buying decision. The types of buying behavior divided are
separately divided as per of consumer and business buying.

TYPES OF CONSUMER BUYING BEHAVIOR

This is to be extensively divided in four types: -

1. Complex Buying Behavior: -- when the consumer are highly involved in the purchase and
aware of significant differences among brands.

2. Dissonance Reducing Buying Behavior: -- when the consumer are highly involved in the
purchase but sees little differences among brands.

3. Habitual Buying Behavior: -- when the consumer are low involved in the purchase but sees
absence of aware of differences among brands.

4. Variety Seeking Buying Behavior: -- when the consumer are low involved in the purchase
but sees significant of differences among brands.

TYPES OF BUSINESS BUYING BEHAVIOR

This is to be extensively divided in four types: -

1. Straight Rebuy: -- In this buyer approves the purchasing on the basis of the past buying
records and satisfaction with suppliers.

2. Modified Rebuy: -- where the buyer wants to modify product specifications. Prices, delivery
requirements.

3. New Task: -- when the buyer approves the purchasing of product for the first time by
consisting of the good and efficient salesperson.

So, that its the types of the buying behavior of consumer as well as business buyer.

BUYING DECISION MAKING

Consumers make the decision on the different brands available in the market. They will give the
choice over the different brands. So there is a model that describes how the consumers make the
choice and preferences over the different brands.

The Following is the model of buying decision-making: -

1. Total Set: - In this they used to maintain the list of the all-leading brand to those particular
products, that are available in the market.

2. Awareness Set: - After that they used to make the list of those selected brands with that they
are something knows and aware about their products.

3. Consideration Set: - After that they used to make the list from the list of known brands, about
those they know something better than other brands.

4. Choice Set: - After the consideration of some brands, a list of choice brands those having the
greater chances of acceptance over others.

5. Decision Set: - After the all of the process in last most preferred, most acceptable during the
buying decision process.

So that its a process, which defines that, how a buying decisions are made among the number
of brands available In the market.
So that its all about the general buying behavior of cons, and business buying according to
marketing concept, because to understand and making study over buying behavior first its
necessary to aware with concept of buying behavior.

Today almost all the major co-operation is actively marketing their product beyond their
original homeland borders. So, companies must rethink their marketing strategies instead of
continuing with their existing strategy. Today companies work in a war zone of rapidly
changing competitive environment, technological advances and changing government politics
diminishing customer loyalty.

Now a day world of stiff competition, the companies with existing marketing strategies need to
be changed in a manner so as to cope up with its rapidly changing competitive environment,
technical up gradation, varying govt. policies, rules and regulation during customer loyalty etc.
in the last few years the information need to conduct a business has grown rapidly.

So, in this context, the SUZUKI (BIKES) is also facing a stiff competition in the market from its
competitors and for this the company is gearing up themselves to face the competition and
conduct a good business taking successful business decision for more accuracy and timeliness.

As the part of the partial fulfillment of the MBA course a project has been incorporated in the
curriculum during which a study to be under taken in an organization mainly to take out the
newly acquired knowledge and skill from an actual work situation and take book and classroom
teaching give us through back ground of different functional area devoid of practical experience
to how those area to be administered and managed respectively. This report has given up an
opportunity to gain an inside into a practical applicability of management concept and theory,
learning faster and developed better ability to analysis problems and in decision that contribute
significantly for better use of resource available to the management.

This area of work has chosen by me as this had all the ingredient of marketing research and
other aspect of marketing as well the report offer a Glimpse of various stage at project work in
order to serve purpose of the study in systematic manner and hope that the findings and
recommendation will go a long way in helping in organization.

Introduction to buying motives: Consumer or buyer is the central figure of all marketing
activities. It is the consumer who determines the growth, prosperity and even existence of a
business enterprise. Hence the marketer should always feel the pulse of customers. In order to
understand the pulse of the customers, the marketer needs to understand fully the working of
buyers mind. It helps him to plan his production and distribution to suit to the needs and
convenience of customers .It also helps him to plan suitable marketing strategies. Thus it is
very essential for every marketer to know his customers buying motives. Buying motives
Motive is a strong feeling, instinct, desire or emotion that makes a person to do something.
When a motive makes a person to buy a product, then it becomes a buying motive. Thus buying
motive means the influence and considerations which makes a customer to buy a particular
product. According to D.J.Duncan, buying motives are those influences or considerations
which provide the impulse to buy, induce action or determine choice in the purchase of goods
and services. Buying motives are mainly two types, manifest motives and latent motives.
Manifest motives are those motives which are known to the customer and also ready to admit
them.

Consumer Behaviour: Turning to the Web and New C2C Tools

Consumers today have a multitude of sources from which to gather information during the
vehicle buying process, but the Internet tops the list. The web has become a standard resource in
the shopping process for eight out of 10 consumers when researching car purchases. However,
the way they use it is changing. As the web matures, vehicle buyers are visiting fewer sites and
focussing more on manufacturer and C2C websites and less on third-party information sites and
independent e-tailer sties.

Manufacturer Sites a Key Information Source

Just two years ago, information websites were identified as the number one information source
by web users responding to the Cars Online survey (tied with family and friends and
manufacturer specific dealer), named by 55% of consumers. This year, they dropped to the
number four source, named by 41% of web users. In comparison, manufacturer sites are now the
top source for consumers who use the web when researching vehicles, named by 70% of
respondents. Two years ago manufacturer sites held the number three position, named by 43%
of web users. The use of dealer websites has remained steady, with about half of web users
turning to these sites.

Key Factors in Vehicle Choice

When it comes to making their final decision about which vehicle to buy, consumers focus on
factors such as reliability, safety, price and fuel economy. At the bottom of the list are cash-back
incentives, named by fewer than half of consumers. The importance of incentives as a deciding
factor has declined for the past several years, indicating that consumers today seem less
interested in gimmicks when it comes to their car purchases. Where consumers are in the buying
cycle can make a difference in how they rank the factors that influence their vehicle choice. For
example, additional warranty coverage is important to consumers who are furthest away from
the point of purchase; it was named by 69% of respondents who were 13 to 18 months from
purchase. However, the number declines as consumers get closer to actually buying the car:
55% of respondents who were within three months of purchase said extra warranty coverage
was important. This reflects the fact that consumers will narrow down the factors that really
matter to them as they get closer to the point of purchase. Demographic factors such as age and
gender accounted for some variances. For example, older consumers tend to put more emphasis
on reliability and safety than do younger respondents. Those in the 50-plus age group were also
more concerned with environmental issues and fuel economy. The youngest respondents were
most likely to rate the ability to research information on the Internet as an important factor in
their vehicle decision. Women tend to rate most of the factors as more important than do men.
The difference was most pronounced for cash-back incentives, low financing, safety,
environmental issues, fuel economy and additional warranty coverage.

Going Green: Fuel Efficiency Takes Centre Stage

Fuel efficiency and environmental issues have moved to the forefront in consumers minds and
in automotive industry forums thanks to factors including global warming, fluctuating gasoline
prices, and proposed legislation to increase fuel efficiency and reduce CO2 emissions. This
growing interest in so-called green vehicles was evident in this years Cars Online research.

More than one-quarter of respondents said they currently own or lease a fuel-efficient vehicle
while almost half said they are planning to buy or thinking seriously about buying a fuel-
efficient vehicle. Not surprisingly, the numbers for alternative-fuel vehicles were lower. Just 2%
of respondents currently own an alternative-fuel vehicle and 11% are planning to buy or
thinking seriously about buying one. The most common type of alternative-fuel vehicle
represented in the survey were gas/ electric hybrids, named by about half of current alternative-
fuel car owners.

Biodiesel vehicles were the second most common, named by 15%. The alternative-fuel market
remains in transition and its still too early to tell how it will ultimately shake out, although sales
are expected to continue to grow. For example, J.D. Power and Associates predicts that U.S.
sales of hybrid vehicles will increase by 35% in 2007, compared with 2006.

Current ownership of fuel-efficient and alternative-fuel vehicles tended to be quite consistent

across gender and age groups, although the oldest consumers were somewhat more likely to be
seriously thinking about buying an alternative-fuel car.
CONSUMER BUYING vs. ORGANIZATIONAL BUYING

Final (or ultimate) consumers purchase for:

personal,
family, or
household use

Organizational consumers purchase for:

further production,
usage in operating the organization, and/or
resale to other consumers

Consumer Buying Behavior

The decision processes and acts of final household consumers associated with evaluating,
buying, consuming, and discarding products for personal consumption

Consider the purchase an automobile. You generally will not consider different options until
some event triggers a need, such as a problem needing potentially expensive repair. Once this
need has put you "on the market", you begin to ask your friends for recommendations regarding
dealerships and car models. After visiting several dealerships, you test drive several models and
finally decide on a particular model. After picking up your new car, you have doubts on the way
home, wondering if you can afford the monthly payments, but then begin to wonder if instead
you should have purchased a more expensive but potentially more reliable model. Over the next
five years, the car has several unexpected breakdowns that lead you to want to purchase a
different brand, but you have been very happy with the services of the local dealership and
decide to again purchase your next car there.

In this particular case, the following generic model of consumer decision making appears to
hold:

=====>need recognition
=====>information search
=====>evaluation of alternatives
=====>purchase decision
=====>postpurchase behavior

Now consider the purchase of a quart of orange juice. You purchase this product when you do
your grocery shopping once per week. You have a favorite brand of orange juice and usually do
your grocery shopping at the same store. When you buy orange juice, you always go to the same
place in the store to pick it up, and never notice what other brands are on the shelf or what are
the prices of other brands. How is it that the generic model above works differently in this
second scenario? Why does it work differently? Why would we generally need the ministrations
of a sales person in the sale of a car, but we generally do not need the help of a salesperson in
the purchase of orange juice?

How can the marketer of orange juice get a consumer like you to exert more effort into
information search or to consider alternative products? How is it that the marketer of your brand
got you to ignore alternative competing brands? What is the involvement of salespeople in sales
promotions that might be associated with products such as orange juice?

Consumer behavior researchers are not so interested in studying the validity of the above
generic model, but are more interested in various factors that influence how such a model might
work.

GROUP INFLUENCES ON CONSUMER BEHAVIOR

Culture
the set of basic values, beliefs, norms, and associated behaviors that are learned by a member of
society

Note that culture is something that is learned and that it has a relatively long lasting effect on
the behaviors of an individual. As an example of cultural influences, consider how the
salesperson in an appliance store in the U.S. must react to different couples who are considering
the purchase of a refrigerator. In some subcultures, the husband will play a dominant role in the
purchase decision; in others, the wife will play a more dominant role.

Social Class

A group of individuals with similar social rank, based on such factors as occupation, education,
and wealth

Reference Groups

Groups, often temporary, that affect a person's values, attitude, or behaviors

E.g., your behaviors around colleagues at work or friends at school are probably
different from your behaviors around your parents, no matter your age or stage in the
family life cycle. If you were a used car salesperson, how might you respond differently
to a nineteen year old prospect accompanied by her boyfriend from one accompanied by
two girlfriends?
Opinion leader
 A person within a reference group who exerts influence on others because of special
skills, knowledge, personality, etc.

o You might ask the webmaster at work for an opinion about a particular software
application. Software manufacturers often give away free beta copies of
software to potential opinion leaders with the hope that they will in turn
influence many others to purchase the product.
Family
A group of people related by blood, marriage, or other socially approved relationship

ENVIRONMENTAL / SITUATIONAL INFLUENCES ON CONSUMER BEHAVIOR

Circumstances, time, location, etc.

Do you like grapes? Do you like peas?

You might like grapes as a snack after lunch, but probably not as a dessert after a fancy meal in
a restaurant. You might like peas, but probably not as a topping on your pancakes. Everyday
situations cause an interaction between various factors which influence our behaviors. If you
work for tips (a form of incentive related to commission) as a waiter or waitress, you must
certainly be aware of such interactions which can increase or decrease your sales.

If you are doing your Saturday grocery shopping and are looking for orange juice, you are
probably much more sensitive to price than if you stop at the quick store late at night, when you
are tired and cranky, after a late meeting at the office. A prospect shopping for a new
automobile while debating the wisdom of a necessary expensive repair to his car might be more
interested in what cars are on the lot than in shopping for the best deal that might involve a
special order.
INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

Personality

A person's distinguishing psychological characteristics that lead to relatively consistent and

lasting responses to stimuli in the environment. We are each unique as individuals, and we each
respond differently as consumers. For example, some people are "optimizers" who will keep
shopping until they are certain that they have found the best price for a particular item, while
other people are "satisficers" who will stop shopping when they believe that they have found
something that is "good enough." If you are a salesperson in a retail shoe store, how might you
work differently with these two personalities?

Lifestyle and Psychographics

lifestyle is a pattern of living expressed through a person's activities, interests, and

opinions
psychographics is a technique for measuring personality and lifestyles to developing
lifestyle classifications.

Motivation: Multiple motives

Consumers usually have multiple motives for particular behaviors. These can be a combination
of:

manifest
known to the person and freely admitted
latent
unknown to the person or the person is very reluctant to admit

Note: different motives can lead to the same behavior; observing behavior is not sufficient to
determine motives.

TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES

Routinized

used when buying frequently purchased, low cost items

used when little search/decision effort is needed
e.g., buying a quart of orange juice once per week

Limited Problem Solving

used when products are occasionally purchased

 used when information is needed about an unfamiliar product in a familiar product
category.

Extended problem solving

used when product is unfamiliar, expensive, or infrequently purchased

e.g., buying a new car once every five years

Under what sorts of conditions would the assistance of a salesperson be needed? Not needed?

POST-PURCHASE CONSUMER BEHAVIOR

Satisfaction

After the sale, the buyer will likely feel either satisfied or dissatisfied. If the buyer beleives that
s/he received more in the exchange than what was paid, s/he might feel satisfied. If s/he believes
that s/he received less in the exchange than what was paid, then s/he might feel dissatisfied.
Dissatisfied buyers are not likely to return as customers and are not likely to send friends,
relatives, and acquaintances. They are also more likely to be unhappy or even abusive when the
product requires post-sale servicing, as when an automobile needs warranty maintenance.
INTRODUCTION OF INDUSTRY

Throughout the centuries man has striven to expand his capabilities through the use of
machine. His ever inventive mind has constantly devised ways to use tool to increase his
abilities to explore the world around him. To go faster, deeper, higher and further than before.
Coupled with his need to find new thrills, new adventures and new modes of transportation, the
invention refinement of the motorcycle seems an inevitable outcome.

It would seem that Michelangelo conceived of the bicycle as early 14th century. And his
drawing shows a remarkable resemblance to the modern day bike. It had wheels of similar size
and even pedals and chain. Albeit without any apparent means of steering.

Through never built, it was a remarkably clever design, and early bicycle makers would
have done well to study his concepts, there have, in fact been 4 machines built based on his
drawing, attesting to the viability of his design.

It wasnt until 1869 that the first serious attempts were made to produce motor driven
bicycles. These very first were powered by steam, and driven by leather belts or as in the case of
the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven
wheel.

In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor
bicycle, as it was the first to employ an internal combustion engine and was designed from the
ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle
engine producing about horse powers. Note this design again employed wooden wheels and
Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame.

In 1894 Hildebrand and Wolfmuller, France Worlds first production motorcycle. It came
with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph.

In 1898 orient-Aster, USA the American made production motorcycle was this entry built
by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the
Metz Company, in Waltham, mass.
LITERATURE SURVEY
CHAPTER TWO

REVIEW OF LITERATURE

2.1 INTRODUCTION

Increased competition in the telecom industry has made prices of products and services
more transparent and has also increased the use of different promotional mix to inform
their loyal consumers and also help entice more consumers to their network.

The situation has made promotion in the telecom industry a normal activity for these
companies in the industry if they want to maintain their market share. This was however
confirmed with what Peattie & Peattie (1993) claimed about promotions becoming so
common that firms are almost obliged to follow or risk losing market share.

Sales promotion is therefore a direct inducement that offers an extra value or incentive
for the product to the sales force, distributors or the ultimate consumer with the primary
objective of creating an immediate sale (George, 1998). However, despite the various
promotional strategies employed by these firms, the consumer is influenced by several
factors and also goes through several processes in arriving on the service that can satisfy
their need.

2.2 THEORETICAL ISSUES IN MODELS OF CONSUMER BEHAVIOUR

Consumer Behaviour is the study of how individuals, groups and organisations select,
buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and
wants (Kotler and Keller, 2009). According to Schiffman and Kanuk (1997), the study
of consumer behaviour focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption-related items. Belch and
Belch (1998) also defines consumer behaviour as the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating and disposing of
products and services so as to satisfy their needs and desires. Behaviour occurs either
for the individuals or in the context of a group or an organization.

Schiffman and Kanuk (1997), distinguished between two different types of consumers
which are personal and industrial consumers. Personal consumers purchase goods and
services for their own use, household use or as a gift to someone else. Organisational
consumers on the other hand purchase goods and services to run an organisation
including both profitable and non-profitable organisation, government and non-
governmental organisations.
2.2.1 BEHAVIOURAL ECONOMICS

Behavioural Economics is how people react, and the economic decisions they make in
any given financial framework (Xavier, 2005). Behavioural economics challenges some
of the presumptions of conventional economics that consumers make their choices
coherently and rationally given their preferences and the constraints upon them. It
argues that consumers often act in their own best interests due to behavioural traits such
as failure to process information objectively or misevaluations about the costs and
benefits of prospective decisions (Xavier, 2005). These biases according to the
behavioural economics traits, partly explains the reasons why consumers may be
making seemingly irrational decisions in choosing a particular network operators
package over the other. Among the behavioural economics trait identified are as
follows;

Hyperbolic Discounting is one of the biases that could distort the irrational decision
taken by consumers. This is where the consumer only focuses on the immediate need
the product or service is satisfying and so makes decisions based on the present need.
Consumers tend to be short sighted when making decisions with immediate costs or
benefits to be weighed against future costs or benefits. For instance consumers may
enter long term telecommunications contracts because they place more value on the
immediate benefit of enjoying lower call rate to a particular number rather than the long
term costs such as high price for calls exceeding the usage cap or inability to enjoy
lower weekend calls to other numbers.

Choice or Information Overload is where consumers have too many products or

features to compare. Consumers who may encounter such a bias may experience
increased anxiety about the possibility of making a bad choice. This according to
(Xavier, 2005) can lead to random choice or failure to make any choice, resulting in
missed opportunities for buyers and sellers.

Endowment is one of the traits that make consumers reluctant to give up what they
have. Consumers mostly behave in this manner because of misplaced loyalty, a failure
to acknowledge poor choices in the past, or an irrational consideration of sunk cost.

Framing Biases also affect the consumers decision. Consumer choice is influenced by
the frame in which information is presented. Presentation of the same information in a
different frame can lead to a different decision from consumers. This implies that sales
can improve based on the way promotional messages are carried out by the various
network operators.

Heuristics is where consumers often take short cuts when the decision environment is
too complex relative to their mental and conceptual capabilities.

Xavier (2005) identified some instruments for addressing the above mentioned
behavioural biases that could affect the consumers decision making. Notably among
them includes resetting defaults by requiring options to be presented in ways which may
lead consumers to overcome default inertia and make better choices, reframing by
requiring providers to present information in a variety of frames during their
promotional campaign or in specific frames which may guide sound consumer choice
and mandating cooling-off periods allowing consumers an opportunity for rational
consideration to overcome the influence of impulsive choices.

The Behavioural economics model bases their emphasis on the final consumer of the
product. It argues that consumers usually act on their best interests due to behavioural
traits such as failure to process information objectively or misevaluations about the costs
and benefits of prospective decisions. However, the buyer is not always the final
consumer but the model failed to include the traits of the buyer who serves as the
intermediary between the producers and the final consumer. The buyer who serves as
the intermediary may not necessarily buy products or services based on certain traits or
personal characteristics but based on their belief of how fast the products or services can
be sold.

2.2.2 HOWARD SHETH MODEL

This model suggests that there are three levels of consumer decision making according
to Abdallat and El-Emam (2001). The first level describes the extensive problem
solving of the consumer. The consumer at this level of the decision making does not
have the basic information or knowledge about the brand and does not have any product
preference. At this level, the consumer will seek information about all the different
brands in the market before making a purchase.

The second level is limited problem solving. This level is a problem that exists for
consumers who have little knowledge about the market or partial knowledge about what
they want to purchase. The consumer will arrive at a brand preference after resorting to
comparative brand information.
The last level is habitual response behaviour. The consumer at this level have information and
knows very well about the different brands and he can differentiate between the different
characteristics of each product, and already has a decision which particular product and brand
they will purchase.

The Howard-Sheth model discusses the buyer decision process using four major sets of variables
as presented in figure 2.1. The four sets of variables are inputs, perceptual and learning
constructs, outputs and exogenous or external variables.

Input

This input variable to the customer decision process is provided by three distinct types of stimuli
(information sources) in the customer environment. The marketer in the form of product or brand
information furnishes physical brand characteristics (significative stimuli) and verbal or visual
product characteristics (symbolic stimuli). The last type of stimuli provides inputs concerning the
product class or specific brands to the specific consumer.

Perceptual and Learning Constructs

The most central part of the Howard-Sheth Model deals with the psychological variables
involved when the consumer is making a decision. These constructs are composed of
psychological variables such as motives, attitudes and perceptions that influence the consumers
decision process. Learning construct category, consumer goals, information about brand, criteria
for evaluating alternatives, preferences and buying intentions are also included. Some of the
variables are perceptual in nature and are concerned with how the consumer receives and
understands the information from the input stimuli and other parts of the model (Abdallat and El-
Emam, 2001). For instance stimuli ambiguity happens when the consumer does not understand
the message from the environment whereas perceptual bias occurs if the consumer distorts the
information received so that it fits his or her established needs or experience.

Outputs

The purchase decision represents the output. They are the results of the perceptual and learning
variables and how the consumers will respond to these variables i.e. attention, brand
comprehension, attitudes and intention. If after using the product, the consumer is satisfied with
it, this will reinforce his positive attitude and purchase intent about the product and brand. Again,
the positive attitude makes the consumer more attentive to the product or brands stimuli and
further increases his brand comprehension.

Exogenous or external variables

The exogenous variables do not directly impact the decision making process. However, they
have an influence on the consumer and it varies from one consumer to the other and it includes
consumer personality traits, social class, importance of the purchase and financial status among
others.

The Howard-Sheth model of consumer behaviour emphasis that the decision making process
takes place at three input stages. These are Significance, Symbolic and Social stimuli. In both
significance and symbolic stimuli, the model emphasis is placed on material aspects such as
price and quality. These are not applicable in every society in the world. However, in the social
stimuli, the model does not mention the basis of the decision making in this stimulus such as
what influences the family decisions. This may differ from society to society. There is also no
direct relation drawn on the role of religion in influencing the consumers decision making
process. Religion is considered as an external variable with no real influence on consumer which
is a weakness in the models anticipation of the consumers decision. Also the model, analyse the
buyer as the final consumer; however it is not always the case that, the buyer is the final
consumer of the product or service.

Figure 2.1 A Simplified version of the Howard-Sheth Model of Buyer Behaviour

Source: Howard, and Sheth, pp32 (1969)

2.2.3 NICOSIA MODEL

The model was proposed by Nicosia (1976) and it analysed human beings as a system with
stimuli as the input and the behaviour as the output. This model is concerned with the inter-
relationship between the firms marketing communication and its potential consumers, the
attributes of the consumers, the consumers decision process including search and evaluation
processes and the actual decision process. The feedback from the consumers response to the
firm is also analysed by this model.

In this model the firm communicates to its consumers through its promotional tools like sales
promotion and advertising whereas the consumers also respond to these messages through their
purchase response. From this model, it is realised that both the firm and the consumer are
connected to each other. The firm influences the consumers decisions whereas the firm is also
influenced by the consumers decisions. The Nicosia model focuses on four major fields.

Field I: The consumer attitude based on the firms messages

The first field represents the output of a commercial message in the form of sales promotion or
other communication tools and its effect on the consumer attitude. This field is divided into two
subfields. The first subfield deals with the firms marketing environment and communication
efforts, which affect consumer attitudes, the competitive environment and characteristics of
target markets. The second subfield is specific to the consumers characteristics. For instance
experience, personality and how the consumer perception on promotional ideas towards a
product in this stage will inform his attitude towards the firms product based on his
interpretation of the message.

Field II: Search and Evaluation

At this level, the consumer will start to search for other firms brand and evaluate it in
comparison with the competitive (alternate) brands. At this stage the firm tries to motivate the
consumer to purchase its brands through promotion.

Field III: The act of purchase

The third field represents the transformation of the motivation into the act of purchase or non-
purchase. The result will arise by influencing the consumer to purchase a particular firms
products.

Field IV: Feed back

The fourth field deals with the use of the purchased items and how the consumer generates
experience that will determine future behaviour toward the products as a relation of the purchase
consequence stored in their memory. The output in field four is feedback of the consumption and
sales to the company from the consumer. The firm would benefit from the sales data as a
feedback from the consumers whereas the consumers experience with the product use also
affects his attitude and predispositions about future adverts and sales promotions from the firm.

Nicosias model has a number of arguments that put it in a disadvantage for it to be wholly
accepted. The model did not consider explaining what internal factors may affect the consumers
personality and how the various attitudes and experiences are developed towards the product. For
instance, the firms sales promotion or advertisement may be appealing and interesting to the
consumer but he may not be in the position to purchase because it may contain certain features
that is against his belief. The model also did not include the influences and inter relationships
among the consumer attributes and is also unspecific about the type of consumers the model is
applicable to. All these areas should have been included in Nicosia model to make it complete.

Figure 2.2 Nicosia Models of Consumer Decision Processes

Source: Nicosia (1976)

2.2.4 THE ENGEL-KOLLAT-BLACKWELL (EKB) MODEL

The EKB model was created to describe the increasing, fast growing body of knowledge
concerning consumer behaviour. The model emphasis on four components that affects the
consumers behaviour: information processing, central processing unit, decision process and
environmental influences.

Information Processing

The information processing component comprises the consumers selective exposure, attention,
comprehension and retention of stimuli relating to a product or brand received from marketing
and non-marketing sources. At this level the consumer must first be exposed to the message,
allocate space for the information, interpret the stimuli and retain the message by transferring the
input to the long term memory.

Central Control Unit

At this level the received and retained stimuli are processed in the central control unit. The
stimuli are however processed and interpreted with the help of four psychological filters:
 Stored information and past experience about the product or brand which serves as a
memory for comparing different alternatives.

Evaluate criteria which the consumer uses in judging the alternatives.

General and specific attitudes which influence the purchase decision.

Basic personality traits which influence how the consumer is likely to respond to various
alternatives.

Decision Process

The model focuses centrally on the five decision making processes which consumers go through
when trying to make decisions. However, it is not automatic for everyone to go through all these
five stages; it depends on whether its an extended or routinely problem solving behaviour. The
five components of the decision process are: problem recognition, internal search and evaluation,
external search and evaluation, purchase processes and decision outcomes.

Environmental Influences

Environmental factors affect the decision process of every consumer. These influences are called
Circles of Influences. Some of the factors that could influence a consumers purchase decision
include income, culture, family social class and physical situation.

Depending on the specific product under consideration, these factors may have a favourable or
unfavourable influence on the purchase decision.

The EKB model includes several factors that could influence a consumers purchase decision
such as personality, culture, family, life style and social class. The model however failed to
elaborate on the factors that shape these factors and why different consumers take different
decisions at different environmental conditions. The model also failed to address in detail why
different types of personality resort to differing purchase decision though they will all go through
the same decision process.
2.2.5 CONSUMER DECISION MAKING PROCESS

Purchase decision is defined as the stage at which the buyer or the consumers actually buys the
products (Kotler, 1999). He argued that, the consumer will buy the most preferred brand.
Berkowitz (1994) also proposes that the visible act of making the purchase decision lays an
important process that a buyer passes through in making choices about which products and
services to buy or consume. Berkowitz however suggested that there are five stages involved
anytime a consumer wants to make a purchase decision. These are as follows in figure 2.3 below.

Figure 2.3: Stages in the Purchase Decision

Source: Berkowitz and Harley (1994). Marketing, 4th Edition

Problem Recognition is the first step in the purchase decision. In marketing, advertising or sales
people can activate a consumers decision process by showing the shortcomings of competing
products (Ngolanya, et al, 2006). The shortcomings according to them may include differences in
prices, whereby the competitors products are priced relatively higher than that of the company.
Premiums can also be offered so as to attract her competitors customers.

The consumer begins to search for information after recognising the problem. The consumers
may go through his memory for previous experiences with the brand or products. This according
to Berkowitz et al (1994) is known as internal search. The consumer may also undertake an
external search for information, this is especially if the past experience or knowledge is
insufficient. Primary sources of external information are; personal sources for example relatives
and friends whom the customer trusts, public sources for example product rating organizations
like National Communication Authority, consumer reports and television consumer programs
and marketer dominated sources such as information from sellers that include advertising, point
of purchase displays in store and inquiry from sales people (Ngolanya, et al, 2006).
The information search stage clarifies the problem for the consumer by suggesting criteria to use
for the purchase and yielding brand names that might meet the criteria. The information the
consumer has may not be adequate because it does not contain all the factors to consider. It is
therefore important for the consumer to come up with evaluative criteria that represent both
objective attributes of the brands they may consider important (Ngolanya, et al, 2006). This
knowledge according to them will assist the marketer to identify the most important evaluative
criteria consumers use when judging products or services.

An evoked set is the set or groups of brands in the product class of which the consumer is aware
(Berkowitz, et al 1994). The consumer therefore makes a decision after examining the
alternatives in the evoked set. Impulse buying however occurs most often during the purchase
decision stage and therefore marketers must therefore take advantage of the impulse buying.
Marketers may offer consumers something of value so that the consumers are tempted to buy the
products and if the value is convincing enough, they may just end up purchasing the product
(Ngolanya, et al, 2006).

Consumers do not necessary follow through the process on their intentions (Ngolanya, et al,
2006). They argued that developments at the purchase stage may cause the consumer to make a
less preferred choice or not to buy at all. The circumstances at the time of sale may influence
purchase decisions, the consumers preferred brand may be out of stock which could lead to no
sale or seeking more information from the sales persons may shift their brand preference that the
consumer had not intended to buy.

Consumers who engage in low involvement decision-making process are a challenge for
marketers. Little time and effort is spent on the purchase choice, hence information aimed at
convincing consumers of the benefits of the brand is likely to be selectively ignored (Ngolanya,
et al, 2006). To them, getting the consumer to try the product on the spur of the moment is
crucial. Free samples and coupons can be used to encourage consumers to try a low involvement
product.

The final step in the purchase decision process is the post purchase behaviour of the consumer.
After purchase, the consumer compares the actual experience with his expectations and may
either be satisfied or dissatisfied. If the consumer was dissatisfied, the likelihood of purchasing
that brand becomes very low whereas the probability of a satisfied consumer purchasing the
same brand is very high. In the post purchase evaluation stage, consumers build experience and
knowledge about the service and make evaluation whether the service has met their expectations
or not. Consumers have a predetermined standard against which to compare the outcome,
Gabboth and Hogg (1994). Consumer decision making process is adjusted according to the
complexity of the purchased service. Decision making in more complex offerings may involve
more information search and evaluation than decisions in simple offerings and thus process lasts
longer. In an extreme situation, the consumer can even feel that the service is too complicated
and decides not to purchase at all. When a need is actualised, consumer might move straight to
buying without searching information or evaluating alternatives. In these situations, the
consumer just buys the services that is familiar or reaches in for a competing service (Kotler,
2006; 157).

2.3 EMPERICAL REVIEW OF SALES PROMOTION

Sales promotion is media or non- media marketing pressure applied for a pre-determined, limited
period at the level of consumer, retailer or wholesalers in order to stimulate trials, increase
consumer demand or improve product availability (Kotler, 2003). It is also a key ingredient in
marketing campaign and consists of a diverse collection of incentive tools mostly short- term,
and designed to stimulate quicker or greater purchase of particular products or services by
consumer or the trader (Kotler, 2003). According to Churchill and Peter (1995), sales promotion
is designed to produce quick results that will not only boost sales in the immediate future, but
will translate to loyal customers in the long run.

Sales promotion consists of short-term incentives, in addition to the basic benefits offered by the
product, or services to encourage the purchase or sales of a product or service (Kotler et al,
2001). Sales promotion cannot be conducted on a continuous basis, because they will eventually
become ineffective. This implies that, for sales promotion to be truly effective, it must be short
and sweet, offered for a limited time and perceived to have value (Ngolanya, et al, 2006).
Whereas advertising offers reasons to buy a product or a service, sales promotion offers reasons
that would achieve immediate sales.
Sales promotion actually seeks to motivate the customer now (Ngolanya, et al, 2006). The basic
objectives of sales promotion is to introduce new products, attract new customers, induce present
customers to buy more, to help firm remain competitive, to increase sales in off season among
others. Sales promotion offers a direct inducement to act by providing extra worth over and
above what is built into the product at its normal price (Sam and Buabeng, 2011). This temporary
inducement according to them, are offered usually at a time and place where the buying decision
is made.

Consumers have become more and more sophisticated as well as marketers in their bid to
persuade the consumers and increase market share in the products and services they offer. This
persuasion comes in the form of discounts, free gifts, bonuses, free air time among other sales
promotional activities. These sales promotional activities according to Yeshin (2006) create a
greater level of immediate response than any other marketing communication activity.

Sales promotion is traditionally divided into two categories (Kotler, 2003). These are those that
have immediate reward and those that have delayed reward. Immediate reward promotions are
offers that provide a benefit immediately such as bonus pack, price reduction on calls, and free
airtime among others. Delayed reward promotions defer the benefit of the promotions and
usually require the target consumers to do something before they receive the reward of the
promotions. This mostly takes the form of raffle draws, refund offers that require proof of
purchase etc.

Sales Promotions can be classified into three main areas namely; Consumer Market directed,
Trade Market directed and Retail or Business to Business Market directed. The consumer
oriented promotions includes Premiums, coupons, loyal reward programs, contest or
sweepstakes, bonus packs, price offs and rebates or refunds.

The sales promotions in Ghanas telecom industry is largely consumer market directed and the
technique or tools mostly used by the firms are price off, bonus packs, contest or sweepstakes.
Consumers mostly regard price offs as reduction in the price of the promoted service and hence
the consumer save some few cedis upon purchase. This normally attracts these consumers and
influences the kind of purchase decisions they make regarding the service or product. The bonus
pack is where an additional pack of the purchase product or service is offered free when the
regular package or size of the product is purchased at the regular price. For instance, when Glo
Ghana started operations in Ghana, they gave a fifty per cent bonus on any recharged amount for
the first hundred days. Contests or sweepstake is gradually becoming one of the popular sales
promotional techniques used in the telecom industry in Ghana. This is where the consumer is
enticed to enter into a contest or draws for prizes that range from cars, large sums of money and
house among others. They either enter into the draw automatically after purchase of a particular
product or service or they need to send an SMS to a short code to enter into the contests.

Trade market promotions are those sales promotions directed at retailers and wholesalers (Sam
and Buabeng, 2011). Examples of promotional techniques used include trade allowance which is
a short term incentive offered to entice a retailer to stock up a product, dealer loader which is
also an incentive given to entice a retailer to purchase and display a product and lastly the trade
contest which is a contest to reward retailers that sell the most products (Sam and Buabeng,
2011).

Sales promotion according to Kotler (2003) has three distinctive characteristics which could be
contributing factors to the methods popularity in recent years. According to him, these factors are
Communication, Incentives, and Invitation. Communication gains attention and usually provides
information that may lead the consumer to the product or service, the Incentive incorporates
some concession, inducement, or contribution that gives value to the consumer whereas
Invitation includes a distinct invitation to engage in the transaction now (Sam and Buabeng,
2011).

According to Schultz et al, (1998), sales promotion is able to have instant results because it alters
the price or value relationship that the product offers the buyer. This implies the consumer gets a
better deal and therefore has a good reason to purchase the product or service. They also asserts
that, sales promotions have a residual market value; that is there may be a long term effect on the
brand franchise after the promotion is over and that sales promotion may also have an effect on
the relationship value of the brand. These long term effects from sales promotions have usually
been seen as negative with some researchers believing that too much promotions detracts
consumers from the long term value of the brand (Schultz et al, 2008).
Some researchers argue that sales promotion do not have impact on brand loyalty and brand
equity. According to them even if the product or service is of good quality and the competitor
present better products or services and better support services for the product among others, sales
promotion will lead to little result (Sam and Buabeng, 2011). Again they argue that, if the
product or service is generic, sales promotion is not likely to make much impact on brand loyalty
and brand equity. Sales promotion connects the consumer with the company by prompting them
for some actions. The consumer develops the brand loyalty over a period of repetitive buying,
thus one can make a reasonable speculation that sales promotion has a direct influence on sales
loyalty (Sam and Buabeng, 2011). Sales promotion process however puts together a detailed
arrangement to give the surety that there would be good return on investment in relation to the
promotion. The process below is typical of any sales promotion (Sam and Buabeng, 2011).

Encoding: The promotional message is put and delivered to the target audience in the form of
symbols. These symbols usually are time bound and show some benefit to the target market.

Decoding is where the promotional message in the encoded form is received by the potential
consumer and is interpreted according to their frames of reference. The consumer should
understand that the same sales promotion message might be interpreted differently by different
people. After the message is decoded, the potential consumer forms his own opinion on the given
product or service.

Response is usually represented by the desire to buy or not to buy a given service or product
(Sam and Buabeng, 2011).

The firm gathers feedbacks from consumers in the form of increased or decreased sales,
customer orders among others. However, according to Schultz et al, (1998), for sales promotion
campaign to become successful, the firm needs to understand and consider the following;

What audience is likely to buy our products?

What responses need to be achieved?

How the target group will decode our message?

What media should one use to properly deliver sales promotion message?
2.4 RATIONALE FOR SALES PROMOTIONS

The concept of sales promotion consists of diverse collection of incentive tools, mostly short
term designed to stimulate quicker and/ or greater purchase of a particular product by consumers
or the trade. It always offers an incentive to buy a product or service.

Sales promotion efforts are directed at final consumers and designed to motivate, persuade and
remind them of the goods and receives that are offered. There are therefore several reasons why
firms are compelled to roll out sales promotional packages for its customers and potential
customers.

Sales promotion unlike the other promotional mix provides quick response from customers and
potential customers. It is mostly for a short duration, for a specific period leading to a sense of
urgency in consumers to buy now, since the sales promotion is not forever. This however creates
an immediate positive impact on sales.

Customers have become more price sensitive because of the increasing cost of living in Africa.
The economic recession is likely to fuel this trend further, as consumers and dealers become
more sensitive towards prices. Price offs or discounts for example discourage brand switching by
users and new product launch by competitors (Smith and Schultz, 2005). Timely sales promotion
according to them can keep consumers from trying new brands or keep the wind out of a
competitors grand opening. Smith et al, (2005) however attributes the rationale for price offs to
what they called trial. According to them, motivating consumers to try products or switch is
crucial to conversion. For instance, consumers have become expectant of the purchase incentives
and always look out for Telecom firms who will offer such benefits.

Services and products standardization in the global market has also given rise to the increasing
use of sales promotion in reaching out to its consumers and potential consumers. Brands and
services especially in the telecom industry have been perceived by consumers to be more or less
similar within a given price range due to firms inability to really differentiate its products. In
view of this problem, the other promotional mixes are not able to influence the consumers
perceptions and create brand franchise. As a result of these perceptions of similarity among
brands, firms have no option than tocompete with other competitors on the basis of the extra
benefit offered through sales promotion.
Pressure from competitors and increased competition has also given rise to the need for sales
promotion in recent times. The increased competition has left companies to differentiate their
services and product on price and not the other features of the service or product. For instance if
competitors offer price reduction, contest or other incentives, a firm may feel obliged to also
come out with its own sales promotion for consumers to benefit from the service lest they face
out of the competition.

All these rationale of sales promotion, though unique from each other, has a long term effect on
increasing the firms market share, improve sales volume, retain customers and reduce switching
of customers.
COMPANY PROFILE
Suzuki Motor Corporation (Japanese: Hepburn: Suzuki Kabushiki-Kaisha?) is a Japanese multinational
corporation headquartered in Minami-ku, Hamamatsu, Japan, which specializes in manufacturing
automobiles, four-wheel drive vehicles, motorcycles, all-terrain vehicles (ATVs), outboard marine
engines, wheelchairs and a variety of other small internal combustion engines. In 2014, Suzuki was
thought to be the ninth biggest automaker by production worldwide. Suzuki has over 45,000 employees
worldwide and has about 35 main production facilities in 23 countries and 133 distributors in 192
countries. The worldwide sales volume of automobile is the world's tenth, domestic sales volume. It is the
third largest in the country. In addition, motorcycle is the third largest in the domestic sales volume,
outboard motor, the unit sales. It is the third largest in the world.

HISTORY

In 1909, Michio Suzuki (18871982) founded the Suzuki Loom Works in the small seacoast village of
Hamamatsu, Japan. Business boomed as Suzuki built weaving looms for Japan's giant silk industry. In
1929, Michio Suzuki invented a new type of weaving machine, which was exported overseas. The
company's first 30 years focused on the development and production of these machines.

Despite the success of his looms, Suzuki believed that his company would benefit from diversification
and he began to look at other products. Based on consumer demand, he decided that building a small car
would be the most practical new venture. The project began in 1937, and within two years Suzuki had
completed several compact prototype cars. These first Suzuki motor vehicles were powered by a then-
innovative, liquid-cooled, four-stroke, four-cylinder engine. It had a cast aluminum crankcase and
gearbox and generated 13 horsepower (9.7 kW) from a displacement of less than 800cc

With the onset of World War II, production plans for Suzuki's new vehicles were halted when the
government declared civilian passenger cars a "non-essential commodity." At the conclusion of the war,
Suzuki went back to producing looms. Loom production was given a boost when the U.S. government
approved the shipping of cotton to Japan. Suzuki's fortunes brightened as orders began to increase from
domestic textile manufacturers. But the joy was short-lived as the cotton market collapsed in 1951.

Faced with this colossal challenge, Suzuki returned to the production of motor vehicles. After the war, the
Japanese had a great need for affordable, reliable personal transportation. A number of firms began
offering "clip-on" gas-powered engines that could be attached to the typical bicycle. Suzuki's first two-
wheeled vehicle was a bicycle fitted with a motor called, the "Power Free." Designed to be inexpensive
and simple to build and maintain, the 1952 Power Free had a 36 cc, one horsepower, two-stroke engine.
The new double-sprocket gear system enabled the rider to either pedal with the engine assisting, pedal
without engine assist, or simply disconnect the pedals and run on engine power alone. The patent office of
the new democratic government granted Suzuki a financial subsidy to continue research in motorcycle
engineering.

By 1954, Suzuki was producing 6,000 motorcycles per month and had officially changed its name to
Suzuki Motor Co., Ltd. Following the success of its first motorcycles, Suzuki created an even more
successful automobile: the 1955 Suzuki Suzulight. The Suzulight sold with front-wheel drive, four-wheel
independent suspension and rack-and-pinion steering, which were not common on cars until three decades
later.

Volkswagen held a 19.9% non-controlling shareholding in Suzuki between 2009 and 2015. An
international arbitration court ordered Volkswagen to sell the stake back to Suzuki. Suzuki paid $3.8bn to
complete the stock buy-back in September 2015.

Leadership

The company was founded by Michio Suzuki; its current Chairman is Osamu Suzuki, the fourth adopted
son-in-law in a row to run the company.

Suzuki Motorcycle India

Suzuki Motorcycle India, Private Limited (SMIL) is the wholly owned Indian subsidiary of Suzuki,
Japan. The company has a manufacturing plant at Gurgaon, Haryana having the annual capacity of
5,40,000 units.

Suzuki Motorcycle India, Private Limited (SMIL) is the wholly owned Indian subsidiary of Suzuki,
Japan. it was the Third Suzuki automotive venture in India, after TVS Suzuki(1982-2001) and Maruti
Suzuki(1982).In 1982 the joint-venture between Suzuki Motor Corporation and TVS Motor Company
incorporated and started production of two wheelar in india. In 2001, after separating ways with TVS
motor company, the company was re entered as Suzuki Motorcycle India , Private Limited (SMIL) in
2006 ,The company has set up a manufacturing facility at Gurgaon, Haryana having the annual capacity
of 5,40,000 units.
Motorcycles

Gixxer

Gixxer SF

Gixxer SP

Gixxer SF SP

Hayate EP

Slingshot Plus

Scooters

Access 125 New

Access 125

Let's

Swish 125

Sports Bikes

GSX-S1000F ABS

GSX-S1000 ABS

GSX-R1000 ABS

V-Strom-1000

Hayabusa

Intruder M1800R

ATV

Ozark 250

Quadsport Z400

Discontinued

Heat

Zeus

Hayate

GS150R
Mission and Vision

The core philosophy of SUZUKI is to provide "VALUE-PACKED PRODUCTS". Since the founding of
SUZUKI Motor Corporation, the Organization's endeavour has always been to provide "VALUE-
PACKED PRODUCTS" as one of the manufacturing philosophies. SUZUKI believes that "VALUE-
PACKED PRODUCTS" come from the effort to carry out Product development from customer's point of
view. This policy has been in effect since Company's inception and has helped the Organization to meet
customer's needs. As a result, SUZUKI's Products have become well received throughout the World.
SUZUKI is fully committed to create Products that meet customer's demand by utilizing its dynamic,
long-nurtured technological advantage coupled with its fresh and active human resources.

COMPANY DEALER PROFILE:

Amruth Suziki - Suziki Two Wheeler Showroom- opposite to Riti Jewelers, Kamala Nagar,
Ananthapuramu.

QUESSIONNAIRE

NAME-

GENDER-

AGE - Monthly income-

1) Do you own a bike

A) Yes B) No

DO YOU OWN A BIKE

120

100

80

60

40

20

0
YES NO TOTAL

INTERPRETATION:

Everyone have a bike because its a basic need.

2) What do you look main in buying a bike

A) Only Brand B) mileage & look C) Resale value

70

60

50

40

30

20

10

0
ONLY BRAND MILEAGE&LOOK RESALE

Majority of people(65%) are looking for mileage and some people (20%) are looking at resale value
3) Have you ever seen the Advertisement of Amruth Suzuki ?

a) Yes b) No

100

90

80

70

60

50

40

30

20

10

0
Yes No
4) How did you come to know about Amruth Suzuki?

a) News Paper b) Banner c) Family & Friends d) Drives

70

60

50

40

30

20

10

0
News paper Banner F&F Drives
5. Where did you saw the Advertisement

a)On T.V. b) In Magazine c) Hoarding d) Others

40

35

30

25

20

15

10

0
Local TV Magazine Hoarding

All advertising channels are important as a part of sales promotion.

6) Are you aware of any drives conducted by Amruth Suzuki?

a) participated b) Listened C)No

70

60

50

40

30

20

10

0
Participated Listened No

Conducting Drives played Major Role in the sales promotion because people can easily have sight on it.
7) Does it(Drive) provides the sufficient information about the product you needed ?

a)Yes b) No c) Partially

70

60

50

40

30

20

10

0
Yes Partially No

Conducting Drives played Major Role in the sales promotion because people can get required
information.
8) Can you recall the content of Amruth Suzuki Advertisement ?

a)Yes b) No c) Partially

Series 1
60

50

40

30
Series 1

20

10

0
Yes Partially No
9) What do you think about the consistency of Amruth Suzuki's advertisement ?

a)Excellent b) Good c) Average d)Poor

10) Which form of advertisement do you think is most effective?

a) Print b) TV

11) Do you feel good when you see the advertisement of the brand which you have purchased ?

a)Yes b) No

12). What time of the day do you feel the best for the advertisement on TV ?

a)Morning b) Mid-day c) Evening d) Late night

13) Do advertisement and promotion influence your buying decision

a)Yes b) No

14) Info about offers/discounts/loans provided by Amruth Suzuki

a) clear & understandable b) Tricky/confusing/not clear

15) Rate the following schemes that attract you most.

attributes 1 2 3 4 5

Special offer

Exchange
offer

Special gift

Cash discount

16) Mark your satisfaction level for the following features

Highly Highly
Features Satisfied Neutral Dissatisfied
Satisfied Dissatisfied

Discounts

Service
Price

Receiving
APPENDIX

QUESSIONNAIRE

1) Do you own a bike

A) Yes B) No

2) What do you look main in buying a bike

A) Only Brand B) mileage & look C) Resale value

3) How did you come to know about Amruth Suzuki?

a) News Paper b) Banner c) Family & Friends d) Drives

4) Have you ever seen the Advertisement of Amruth Suzuki ?

a) Yes b) No

5. Where did you saw the Advertisement

a)On T.V. b) In Magazine c) Hoarding d) Others

6) Are you aware of any drives conducted by Amruth Suzuki?

a) participated b) Listened C)No

7) Does it provides the sufficient information about the product you needed ?

a)Yes b) No c) Partially

8) Can you recall the content of Amruth Suzuki Advertisement ?

a)Yes b) No c) Partially

9) What do you think about the consistency of Amruth Suzuki's advertisement ?

a)Excellent b) Good c) Average d)Poor

10) Which form of advertisement do you think is most effective?

a) Print b) TV c) drives

11) Do you feel good when you see the advertisement of the brand which you have purchased ?

a)Yes b) No

12). What time of the day do you feel the best for the advertisement on TV ?

a)Morning b) Mid-day c) Evening d) Late night

13) Do advertisement and promotion influence your buying decision

a)Yes b) No

14) Info about offers/discounts/loans provided by Amruth Suzuki

a) clear & understandable b) Tricky/confusing/not clear

15) Rate the following schemes that attract you most.

attributes 1 2 3 4 5

Special offer

Exchange
offer

Special gift

Cash discount

16) Mark your satisfaction level for the following features

Highly Highly
Features Satisfied Neutral Dissatisfied
Satisfied Dissatisfied

Discounts

Service

Price

Receiving