Sip Kubota

8/19/2019 Sip Kubota

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CHAPTER 1

EXECUTIVE SUMMERY

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EXECUTIVE SUMMERY

The project titled STUDY ON SALES PROMOTION ACTIITY O! "U#OTA

TRACTOR $or the co%pa&' (a) *&derta+e& (ith a pri%e %oti,e to *&der)ta&d the

act*al proce)) i&,ol,ed i& the )ale) pro%otio& acti,it'- carried o*t $or "*.ota tractor)

%odel) o$ the co%pa&' (hich are .a)icall' tractor) *tili/ed $or agric*lt*re )ector a&d

co&)tr*ctio& i&d*)trie) 0 The)e prod*ct) are .a)icall' *)ed i& proce)) i&d*)trie) )*ch a)

co&)tr*ctio&- agric*lt*re etc0

Thi) project (a) cho)e& (ith a& i&te&tio& to *&re,ealed )ale) pro%otio& carried o*t

$or i&d*)trial prod*ct) a&d al)o )i&ce it i) the area o$ i&tere)t $or %a+i&g a carrier i&

i&d*)trial %ar+eti&g i0e0 .*)i&e)) to .*)i&e)) %ar+eti&g0 The co%pa&' "*.ota

Corporatio& Ltd0 (a) )peci$icall' cho)e& )i&ce it i) i&to %a&*$act*ri&g a&d %ar+eti&g

o$ Tractor)0 A&other rea)o& $or )electi&g thi) co%pa&' i) that it ha) h*ge a&d

di,er)i$ied c*)to%er .a)e $or "*.ota tractor)0 it) prod*ct) pro,idi&g good )cope $or

the )t*d'0

The locatio& cho)e& $or the )t*d' (a) re)tricted to the co%pa&ie) (ithi& algao& a&d

)*rro*&di&g algao&0 A&d $or each )tage a di$$ere&t %ethodolog' (a) adopted0 The

act*al )ale) a&d pro%otio& (a) do&e .' %o)tl' ,i)iti&g the co%pa&ie) a&d i&teracti&g

(ith either %ai&te&a&ce2p*rcha)e2project) %a&ager (ith re$ere&ce to prod*ct) a&d

the& a detailed )ale) report (a) prepared o& the .a)i) o$ thi) i&teractio&0 Other )ale)

pro%otio&al tech&i3*e )*ch a) )e&di&g e%ail)- letter)- a&d catalog) o$ the prod*ct (a)

al)o carried o*t0

I& the )eco&d )tage a $eed.ac+ (a) ta+e& $ro% the c*)to%er) regardi&g the price

o$$ered .' the co%pa&' $or the prod*ct) - (hether the' are )ati)$ied (ith the a$ter )ale)

)er,ice pro,ided .' the co%pa&' to it) e4i)ti&g co%pa&' a&d $i&all' their opi&io&

a.o*t the ,ariet' o$ newly launched highly custoi!ed odels o" the co#any 0A&d a$ter thi) $eed.ac+ $or each o$ the a.o,e %e&tio&ed para%eter) each (a) a&al'/ed

i&di,id*all' to ear& )o%e prod*cti,e re)*lt) $or the co%pa&'0

A&d $i&all' ,ario*) sales #$ootional tools (ere )t*died0 A&d it (a) $o*&d that

Majorit' o$ the e4i)ti&g a&d pro)pecti,e c*)to%er) (ere &ot )ati)$ied (ith the price

o$$ered .' the co%pa&' $or tractor)0 A$ter )ale) )er,ice (a) $o*&d to .e a .it pro.le%

i))*e $or the co%pa&' *po& (hich the co%pa&' &eed) to i%pro,e to gai& co%petiti,e

ad,a&tage0 A&d the e4i)ti&g a) (ell a) the pro)pecti,e c*)to%er) ha,e gi,e& a ,er'

o,er(hel%i&g re)po&)e to the &e(l' la*&ched prod*ct) o$ the co%pa&'

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CHAPTER %&R'A(I)ATI&(A* PR&+I*E

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4/54

&R'A(I)ATI&(A* PR&+I*E

Indust$y Histo$y

I&dia& Tractor I&d*)tr' de,eloped i& 1789 to 17:; .eca*)e o$ the Ce&tral a&d State Tractor Orga&i/atio&) (ere )et *p to de,elop a&d pro%ote the

)*ppl' a&d *)e o$ tractor) i& agric*lt*re a&d *p to 17:;- the de%a&d (a) %et e&tirel'

thro*gh i%port)0 I& 1791 there (ere ?-9;; tractor) i& *)e- 5;-;;; i& 1799 a&d 6>-;;;

.' 17:;0 Local prod*ctio& .ega& (ith $i,e %a&*$act*rer) i& 17:1 prod*ci&g a total o$

??; *&it) per 'ear0 Eicher- @*jarat Tractor)- TA!E- E)cort)- MM are the %ajor

tractor %a&*$act*rer)0

D*ri&g 17:9 thi) had i&crea)ed to o,er 9;;; *&it) per 'ear a&d the total i& *)e had

ri)e& to o,er 95;;;0 I& the 'ear 17>; a&&*al prod*ctio& had e4ceeded 5;;;; *&it)

(ith o,er 18:;;; *&it) (or+i&g i& the co*&tr'0 !ro% 17>1 to 17?; )i4 &e(

%a&*$act*rer) (ere (ell e)ta.li)hed d*ri&g thi) period altho*gh three co%pa&ie)

B"irlo)+ar Tractor)- ar)ha Tractor) a&d Pittie Tractor) did &ot )*r,i,e0 E)cort) Ltd

.ega& local %a&*$act*re o$ !ord tractor) i& 17>1 i& colla.oratio& (ith !ord- U"0

Other) (ere MT a&d PTL BS08 a&d 6501 i& de,eloped co*&trie)0 I&te&)e co%petitio& ha) led to rapid ad,a&ce)

i& de)ig& a&d 3*alit'0

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5/54

MAR,ET CAPITA*ISATI&(

Tractor %ar+et i& I&dia i) a.o*t R) :;;;

crore0 O& a& a,erage aro*&d 8;;;;;

tractor) are prod*ced a&d their )ale i)

5:;;;;0Uttar Prade)h i) the large)t tractor

%ar+et i& o*r co*&tr'0 O&e o*t o$ e,er'$o*r tractor i) .ei&g p*rcha)ed here0 O&e

third o$ (orld=) Tractor prod*ctio& i) i&

I&dia0 The Total T*r& O,er i) 1;;;; crore

a&d the Total i&,e)t%e&t i) ?;;; crore0

0;? la+h *&it) agai&)t 90>? la+h *&it)

i& !Y15160

CRISIL )a')- lo&g ter% o*tloo+ o$ tractor %ar+et i& I&dia re%ai&) po)iti,e a&d e4pect

it to gro( i& the ra&ge o$ ?1; perce&t CA@R- (ith $alli&g replace%e&t c'cle)- lo( pe&etratio& le,el)- )ta.le $ar% i&co%e)- a&d i&crea)ed $oc*) o$ the go,er&%e&t o&

agric*lt*ral a&d r*ral de,elop%e&t0

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6/54

Annual T$acto$ P$oduction in India

The tractor i&d*)tr' ha) do&e (ell i& the la)t 9 'ear) .eca*)e o$ good %o&)oo&)- ea)'

a,aila.ilit' o$ $i&a&ce a&d i&itiati,e) $ro% go,er&%e&t to .oo)t *p agric*lt*re a&d

agric*lt*ral %achi&er' i&d*)tr'0

#elo( graph )ho() that- tractor prod*ctio& i& I&dia ha) po)ted a ro.*)t gro(th $ro%

6069 la+h) *&it) i& !Y;7 to >0;? la+h *&it) i& !Y18 (hich i) a CA@R o$ 1: perce&t0

+ig %.1

Co#any /ise T$acto$ Ma$-et Sha$e in India

The tractor %ar+et i& I&dia i) clearl' do%i&ated .' top : pla'er) li+e Mahi&dra Mahi&dra- TA!E- E)cort)- I&ter&atio&al Tractor)- oh& Deere a&d Ne( olla&d I&dia

(ith aro*&d 7? perce&t o$ the %ar+et )hare0 The re)t 5 perce&t %ar+et )hare i) )hared

.' ST- !orce Motor)- SAME DEUTG!AR a&d MT0

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7/54

+ig %.%

T$acto$ 0oestic and E#o$ts Sales2 +Y %31%415 6s. +Y %315417

Do%e)tic tractor )ale) $or !Y1618 are i&crea)ed .' 5; perce&t to :06 la+h *&it)

agai&)t 906 la+h *&it) i& !Y15160 O& the other ha&d- e4port )ale) $or !Y1618 are

decrea)ed .' 1 perce&t to ;0:5> la+h *&it) agai&)t ;0:61 la+h *&it) i& !Y15160 #elo(

graph) repre)e&t) the )a%e0

+ig %.5

!or the $i&a&cial 'ear 5;1618- do%e)tic )ale) occ*pie) aro*&d 71 perce&t )hare o$

total tractor prod*ctio& a&d re)t 7 perce&t prod*ctio& i) e4ported $ro% I&dia0 #elo(graph) ill*)trate) the )a%e0

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8/54

+ig %.7

Month on Month T$acto$ #$oduction g$owth o6e$ last yea$ sae

#e$iod

Tractor prod*ctio& i& I&dia ha) )ho(& a )tro&g po)iti,e gro(th o& e,er' %o&th o,er

the la)t 'ear )a%e period0 Thi) co&ti&*o*) i%pro,e%e&t i& ,ol*%e %a+e) o,erall 'ear

prod*ctio& .' 55 perce&t gro(th0

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9/54

+ig %.8

C&MPA(Y PR&+I*E

Histo$y o" the co#any4

"*.ota

Co%pa&' I&$or%atio&

E)ta.li)hed i& 1?7;- "*.ota ta+i&g $*ll ad,a&tage o$ it) $or(ardloo+i&g

%a&age%e&t policie) a&d .' i&corporati&g *&i3*e RD acti,itie) ha) %ade co&)ta&te$$ort) to re%ai& o& the leadi&gedge o$ de,elop%e&t a&d i&&o,atio&0 A) a re)*lt- it

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10/54

c*rre&tl' prod*ce) a (ide ,ariet' o$ o*t)ta&di&g prod*ct) ra&gi&g $ro% agric*lt*ral

e3*ip%e&t- e&gi&e)- co&)tr*ctio& %achi&er'- ho*)i&g )*pplie)- pipe)- ,e&di&g

%achi&e) a&d ,ario*) e&,iro&%e&tall' $rie&dl' proce))i&g $acilitie)0 Pri%aril' i& the

area o$ agric*lt*ral %achi&er'- it ha) ear&ed glo.al re&o(& $or 3*alit' a&d relia.ilit'

that ha) %ade it a leadi&g .ra&d i& North A%erica- E*rope- a&d A)ia0 I& $act- "*.ota

e4port tractor) %ore tha& 19; co*&trie) thro*gho*t the (orld0

,u9ota Co$#o$ationead3*arter)H O)a+a- apa&

"*.ota Corporatio& o$ apa& (a) e)ta.li)hed i& 1?7; a&d ha) .eco%e a& i&ter&atio&al

.ra&d leader (ith a $oc*) o& co&tri.*ti&g to )ociet' .' o$$eri&g e&,iro&%e&tall'

co%pati.le e3*ip%e&t de)ig&ed to i%pro,e 3*alit' o$ li$e0 "*.ota Corporatio& ha)

)*.)idiarie) a&d a$$iliate) that %a&*$act*re a&d2or %ar+et prod*ct) that are )old i&

%ore tha& 16; co*&trie)0

"*.ota (a) the $ir)t agric*lt*ral %achi&er' %a&*$act*ri&g co%pa&' i& apa& to

recei,e the pre)tigio*) De%i&g A(ard- $or %a&*$act*ri&g e4celle&ce0 I& 1775-

"*.ota Corporatio& recei,ed the Sa&+ei Ne()paper A(ard a) part o$ the $ir)t @lo.al

E&,iro&%e&t A(ard)- recog&i/i&g the Co%pa&'J) co&ti&*i&g co&tri.*tio& to

protectio& o$ e&,iro&%e&t0

,u9ota T$acto$ Co$#o$ationead3*arter)H Torra&ce- Cali$or&ia- U0S0A0

The "*.ota tractor ha) it) root) o& the apa&e)e $ar%0 Altho*gh apa&e)e $ar%) are

traditio&all' )%aller tha& tho)e i& A%erica- the &eed $or high per$or%a&ce a&d po(er$*l %a&e*,era.ilit' i) the )a%e0 "*.ota Corporatio& i&trod*ced it) $ir)t tractor

to the U&ited State) i& 17:70 !illi&g a prod*ct ,oid i& the A%erica& %ar+etplace- the

"*.ota 51 hor)epo(er L5;; (a) a& o,er&ight )*cce))0 A) a re)*lt- "*.ota Tractor

Corporatio& B"TC (a) $or%ed i& 17>5 a&d the co%pa&' i&trod*ced it) $ir)t 15 h0p0

$o*r(heel dri,e tractor i& 17>80 Altho*gh $o*r(heel dri,e (a) co%%o& a%o&g

larger A%erica& tractor)- it (a) *&heard o$ i& the co%pact )ector a&d .eca%e a

.e&ch%ar+ $or the i&d*)tr'0

O,er the pa)t $o*r decade)- "TC ha) co&ti&*ed to e4pa&d it) prod*ct li&e- (ith $o*r

li&e) o$ tractor)- the #K- #- L a&d M Serie)0 "*.ota ha) )*cce))$*ll' i&trod*ced

co%pact co&)tr*ctio& e3*ip%e&t- co%pact trac+ loader)- t*r$ e3*ip%e&t- la(& a&d

garde& e3*ip%e&t- *tilit' ,ehicle) a&d a ,ariet' o$ Per$or%a&ceMatched i%ple%e&t)a&d attach%e&t)0 "TC i) &o( a leadi&g %ar+eter a&d di)tri.*tor o$ *&der 15;h0p0

tractor) i& the U&ited State)- o$$eri&g %ore tha& ?; tractor %odel)0

"*.ota e3*ip%e&t i) )old a&d )er,iced i& the U&ited State) thro*gh a &atio&(ide

&et(or+ o$ %ore tha& 1-1;; a*thori/ed "*.ota dealer) )*pported .' the co%pa&'J)

corporate head3*arter) i& Torra&ce- Cali$or&ia a&d $o*r di,i)io& o$$ice) a&d

(areho*)e) located i& Lodi- Cali$or&ia !ort


11/54

#egi&&i&g i& 17?5- "*.ota c*)to%er) ha,e .ee& o$$ered a (ide ra&ge o$ $i&a&ci&g

alter&ati,e) thro*gh "*.ota Credit Corporatio&- U0S0A0 B"CC0 It pro,ide)

co%petiti,e i&tere)t rate)- e3*it' $i&a&ci&g- $le4i.le do(& pa'%e&t)- %o&thl' a&d

)ea)o&al pa'%e&t ter%) a&d propert' da%age i&)*ra&ce0 "*.ota dealer) ca& tailor a

,ariet' o$ $i&a&ce a&d lea)e progra%) to %eet )peci$ic c*)to%er re3*ire%e&t) a&d

"CC pro,ide) $a)t- e$$icie&t a&d co&,e&ie&t pa'%e&t alter&ati,e) ,ital to ca)h $lo(a&d other p*rcha)i&g &eed)0

Thro*gh a co%prehe&)i,e &atio&al dealer &et(or+- "CC o$$er) per)o&al credit

co*&)eli&g- e4celle&t )er,ice a&d co%petiti,e $i&a&ce prod*ct)0

,u9ota Manu"actu$ing o" Ae$icaead3*arter)H @ai&e),ille- @eorgia- U0S0A0

"*.ota Ma&*$act*ri&g o$ A%erica B"MA (a) $or%ed i& 17?? a) "*.otaJ) North

A%erica& %a&*$act*ri&g .a)e0 "MA %a&*$act*re) a&d a))e%.le) "*.ota la(&tractor)- /erot*r& %o(er)- )*.co%pact tractor)- *tilit' ,ehicle)- loader)- .ac+hoe)

a&d other i%ple%e&t)0 The co%pa&' e%plo') 15;; (or+er)0 T(o %a)ter .*ildi&g)

o$$er :1:-;;; )3*are $eet o$ %a&*$act*ri&g )pace0 Toda'- appro4i%atel' o&ehal$ o$ all

"*.ota .ra&ded e3*ip%e&t )old i& the U&ited State) i) %a&*$act*red or a))e%.led at

it) 191acre @ai&e),ille- @eorgia $acilit'0

,u9ota Indust$ial E;ui#ent

ead3*arter)H e$$er)o&- @eorgia- U0S0A0

"*.ota I&d*)trial E3*ip%e&t B"IE (a) e)ta.li)hed i& 5;;8 to e4pa&d "*.otaJ) North

A%erica& Ma&*$act*ri&g .a)e0 "IE %a&*$act*re) tractor i%ple%e&t) i&cl*di&g

loader) a&d .ac+hoe) i& their 88;-;;; )3*are $oot $acilit'0 I& earl' 5;15- co&)tr*ctio&

o$ a &e( 8:;-;;; )3*are $oot $actor' (a) )tarted o& "IEJ) e4i)ti&g ?? acre )ite0 The

&e( $acilit' (ill prod*ce co%pact tractor) $or the North A%erica& %ar+et $ro%

a&*ar' 5;160

,u9ota Engine o" Ae$ica

ead3*arter)H Li&col&)hire- Illi&oi)- U0S0A0

"*.ota i) a leadi&g OEM Borigi&al e3*ip%e&t %a&*$act*rer o$ co%pact die)el a&d

ga)oli&e e&gi&e) $or i&d*)trial- agric*lt*ral- co&)tr*ctio& a&d ge&erator applicatio&)0

E)ta.li)hed i& 1777- "EA di)tri.*te) a&d %ar+et) "*.otaTo*gh B: to 77 hor)epo(er-

co%pact- light(eight- t*r.ocharged optio&)- li3*idcooled- lo( &oi)e a&d lo(

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12/54

,i.ratio& e&gi&e) to other top&a%e %a&*$act*rer) )er,i&g ,ario*) i&d*)trial

e3*ip%e&t )ector)0

,u9ota 'lo9al Identity

S#i$its4

/o$- "o$ the de6elo#ent o" society 9y d$awing on all o" ou$ ca#a9ilities

and -now4how to o""e$ su#e$io$ #$oducts and technologies.


13/54

The (orld ha) %a&' pro.le%) i& the area) o$ $ood- (ater a&d the e&,iro&%e&t- (hich

are i&di)pe&)a.le $or h*%a& .ei&g)0

Tho)e pro.le%) are &ot )eparate the%e)- .*t li&+ed clo)el' to each other0

The pop*latio& gro(th ha) a great i&$l*e&ce o& e&,iro&%e&tal cha&ge)- .ri&g)

pro.le%) to (ater re)o*rce)- a&d lead) to the )hort )*ppl' o$ $ood0

The "U#OTA @ro*p co&)ider) $ood- (ater a&d the e&,iro&%e&t a) a )i&g*lar the%e

a&d co&tri.*te) to )ol,e pro.le%) i& the)e area)0,U


14/54

Co$#o$ate (ae "U#OTA Corporatio&

Head &""ice 58>- Shi+it)*higa)hi 1cho%e-

Na&i(a+*- O)a+a 99:?:;1 apa&

TEL0 ?1:::8?5111

!AK0 ?1:::8?6?:5

MAP

To-yo Head &""ice 16- "'o.a)hi- 5cho%e-

Ch*o+*- To+'o 1;8?6;> apa&

TEL0 ?1665896111

!AK0 ?1665896?55

MAP

66-?89 Ba) o$ March 61- 5;18

The &*%.er o$ $*llti%e e%plo'ee)0

(u9e$ o" e#loyees

=(on4consolidated>

1;-6?> Ba) o$ March 61- 5;18

The &*%.er o$ $*llti%e e%plo'ee)0

ACHIVEME(TS ? A/AR0S

• "*.ota Tractor Corporatio& Na%ed DealerJ) Choice i& 5;16 NAEDA

S*r,e'

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15/54

• E3*ip%e&t Dealer) Acro)) the Co*&tr' O&ce Agai& @i,e "*.ota

igh Mar+) i& DealerMa&*$act*rer Relatio&)

NAEDA repre)e&tati,e Ste,e "o)t pre)e&ted the 5;16 NAEDA DealerJ) Choice

A(ard to "*.ota Tractor Corporatio& B"TC %a&age%e&t at a )pecial )ta$$

pre)e&tatio& o&


16/54

tractor %a&*$act*rer categor' i&cl*ded "*.ota- A@CO- Ca)e I- Ca)e I&d*)trial- oh&

Deere a&d Ne( olla&d0 Scori&g :7019 o*t o$ ?8 poi&t)- "*.ota too+ ho%e top ho&or)

$or DealerJ) ChoiceQ a%o&g %ajor tractor %a&*$act*rer) i& thi) categor'0 A $or%al

pre)e&tatio& o$ the a(ard .' NAEDA repre)e&tati,e) to "*.ota Tractor Corporatio&

%a&age%e&t a&d )ta$$ (a) held at the %a&*$act*rerJ) corporate o$$ice i& Torra&ce-

Cali$0 o&


17/54

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18/54

Thi) little %a)ter A511N NARRO


19/54

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20/54

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21/54

*ITERATURE REVIE/

Theo$etical 9ac-g$ound

Pro%otio& i) ter% ta+e& $ro% Lati& B Promovere) (here it %ea&) %o,i&g $ro% o&e e&d

to a&other0 I& %ar+eti&g- pro%otio& %ea&) all tho)e tool) that a %ar+eter *)e) to ta+e

hi) prod*ct) $ro% $actor' to the c*)to%er a&d he&ce i&,ol,e) ad,erti)i&g- )ale)

pro%otio&- per)o&al )elli&g a&d p*.lic relatio&)0 Co%%*&icatio& (ith pro)pecti,e a&d

pre)e&t c*)to%er)0 It i) called a) i&tegrated %ar+eti&g co%%*&icatio&0

Integ$ated Ma$-eting Counication2

IMC i) a (a' o$ loo+i&g at the (hole %ar+eti&g proce)) $ro% ,ie( poi&t o$ c*)to%er0

IMC co&)i)t) o$H

Ad6e$tising2

A&' Paid $or% o$ &o& per)o&al pre)e&tatio& a&d pro%otio& o$ idea)- good)- or )er,ice)

.' a& ide&ti$ied )po&)or0

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22/54

Sales P$ootion2

A ,ariet' o$ )hort ter% i&ce&ti,e) to e&co*rage trial or p*rcha)e o$ a prod*ct or

)er,ice0

Pu9lic Relation ? Pu9licity2

Progra%) de)ig&ed to pro%ote or protect a co%pa&' ) i%age or i&di,id*al prod*ct)0

Pe$sonal Selling2

!ace to $ace i&teractio& (ith pro)pecti,e p*rcha)er $or the p*rpo)e o$ %a+i&g

A&)(eri&g 3*e)tio&)- a&d proc*ri&g order)0

0i$ect and Inte$acti6e Ma$-eting2

U)e o$ %ail- telepho&e- $a4- e%ail- or i&ter&et to co%%*&icate directl' (ith or )olicit

re)po&)e or dialog*e $ro% )peci$ic c*)to%er or pro)pect)0

SA*ES PR&M&TI&(2

I& %ar+eti&g- sales #$ootion i) o&e o$ the $i,e a)pect) o$ pro%otio&0 The other $o*r

part) o$ the pro%otio&al %i4 are ad,erti)i&g- per)o&al )elli&g- p*.licit'2p*.lic

relatio&)- a&d direct i&teracti,e %ar+eti&g0 Sale) pro%otio&) are &o&per)o&al

pro%otio&al e$$ort) that are de)ig&ed to ha,e a& i%%ediate i%pact o& )ale)0 Sale)

pro%otio& i) %edia a&d &o&%edia %ar+eti&g co%%*&icatio&) e%plo'ed $or a pre

deter%i&ed- li%ited ti%e to i&crea)e co&)*%er de%a&d- )ti%*late %ar+et de%a&d or

i%pro,e prod*ct a,aila.ilit'0

Ea#les include2

• co*po&)

• di)co*&t) a&d )ale)

• co&te)t)

• poi&t o$ p*rcha)e di)pla')

• re.ate)


23/54

Sale) pro%otio& ca& .e directed at either the c*)to%er- o(& )ale) )ta$$- or di)tri.*tio&

cha&&el %e%.er)0

Sale) pro%otio&) targeted at the co&)*%er are called consue$ sales #$ootions.

!or e4a%pleH Sa%ple)- co*po&)- ca)h re$*&d)- price o$$)- pri/e) etc0

Sale) pro%otio&) targeted at retailer) a&d (hole)aler) are called t$ade sales

P$ootions0 !or e4a%pleH Price) o$$)- ad,erti)i&g allo(a&ce)- a&d $ree good) etc0

Sale) pro%otio&) targeted at co%pa&' ) o(& )ale) $orce are called a) sales4"o$ce

P$ootion. !or e4a%pleH Trade )ho()- co&,e&tio&)- co&te)t) $or )ale) repre)e&tati,e)

a&d )pecialt' ad,erti)e%e&t)0

PURP&SE &+ SA*ES PR&M&TI&(2

Sale)pro%otio& tool) ,ar' i& their )peci$ic o.jecti,e)0 Tho*gh )o%e co%%o&

O.jecti,e) areH

• Sti%*late co&)*%er trial

• To re(ard lo'al c*)to%er)

• To i&crea)e the rep*rcha)e rate o$ occa)io&al .*'er)

• To attract .ra&d )(itcher)

• E&a.le) %a&*$act*rer) to adj*)t to )hort ter% ,ariatio& i& )*ppl' a&d de%a&d

• Pro%ote greater co&)*%er price a(are&e))0

Page | 56


24/54

TYPES &+ SA*ES PR&M&TI&( +&R ,U


25/54


26/54

CHAPTER 5

&UT*I(E &+ PR&


27/54

&UT*I(E &+ PR&


28/54

CHAPTER 7

RESEARCH METH&0&*&'Y ? 0ATA A(A*YSIS

? I(TERPRETATI&(

Page | 5?


29/54

RESEARCH METH&0&*&'Y

Ma&ager) &eed i&$or%atio& i& order to i&trod*ce prod*ct) a&d )er,ice) that create

,al*e

I& the %i&d o$ the c*)to%er0 #*t the perceptio& o$ ,al*e i) )*.jecti,e o&e-


30/54

The co)t o$ the i&$or%atio& i& ter%) o$ ti%e a&d %o&e'0

The Ma$-eting Resea$ch P$ocess

O&ce the &eed $or %ar+eti&g re)earch ha) .ee& e)ta.li)hed- %o)t

Mar+eti&g re)earch project) i&,ol,e the)e )tep)H

10 De$i&e the pro.le%

50 Deter%i&e re)earch de)ig&

60 Ide&ti$' data t'pe) a&d )o*rce)

80 De)ig& data collectio& $or%) a&d 3*e)tio&&aire)

90 Deter%i&e )a%ple pla& a&d )i/e

:0 Collect the data

>0 A&al'/e a&d i&terpret the data

?0 Prepare the re)earch report

P$o9le 0e"inition

The deci)io& pro.le% $aced .' %a&age%e&t %*)t .e tra&)lated i&to a %ar+et re)earch

pro.le% i& the $or% o$ 3*e)tio&) that de$i&e the i&$or%atio& that i) re3*ired to %a+e

the deci)io& a&d ho( thi) i&$or%atio& ca& .e o.tai&ed0 Th*)- the deci)io& pro.le% i)

tra&)lated i&to a re)earch pro.le%0 !or e4a%ple- a deci)io& pro.le% %a' .e (hether to

la*&ch a &e( %odel0 The corre)po&di&g re)earch pro.le% %ight .e to a))e)) (hether

the %ar+et (o*ld accept the &e( prod*ct0 The o.jecti,e o$ the re)earch )ho*ld .e

de$i&ed clearl'0 To e&)*re that the tr*e deci)io& pro.le% i) addre))ed- it i) *)e$*l $or

the re)earcher to o*tli&e po))i.le )ce&ario) o$ the re)earch re)*lt) a&d the& $or the

deci)io& %a+er to $or%*late pla&) o$ actio& *&der each )ce&ario0

Resea$ch 0esign

E#lo$ato$y $esea$ch

The re)earch %ethodolog' *)ed $or thi) )t*d' i) e4plorator' re)earch0

I& )o%e ca)e) the re)earch (ill $all i&to the)e categorie)- .*t i& other ca)e) di$$ere&t

pha)e) o$ the )a%e re)earch project (ill $all i&to di$$ere&t categorie)0 E4plorator'

re)earch ha) the goal o$ $or%*lati&g pro.le%) %ore preci)el'- clari$'i&g co&cept)-

gatheri&g e4pla&atio&)- gai&i&g i&)ight- a literat*re )earch- )*r,e'i&g certai& people

a.o*t their e4perie&ce)- $oc*) gro*p)- a&d ca)e )t*die)0

Page | 6;


31/54

E4plorator' re)earch ca& .e per$or%ed *)i&g re)earch )t*d'0

o( c*rre&t the data i) a&d (hether it applie) to ti%e period o$ i&tere)t0 error) a&d

acc*rac' (hether the data i) depe&da.le a&d ca& .e ,eri$ied0

Pre)e&ce o$ .ia) i& the data0 Speci$icatio&) a&d %ethodologie) *)ed- i&cl*di&g data

collectio& %ethod- re)po&)e rate- 3*alit' a&d a&al')i) o$ the data- )a%ple )i/e a&d

)a%pli&g tech&i3*e- a&d 3*e)tio&&aire de)ig&0 o.jecti,e) o$ the origi&al data

collectio&)0

Nat*re o$ the data- i&cl*di&g de$i&itio& o$ ,aria.le)- *&it) o$ %ea)*re- categorie) *)ed-

a&d relatio&)hip) e4a%i&ed

0ata Collection

Data collectio& i) a ter% *)ed to de)cri.e a proce)) o$ prepari&g a&d collecti&g data $or

e4a%ple a) part o$ a proce)) i%pro,e%e&t or )i%ilar project0 The p*rpo)e o$ data

collectio& i) to o.tai& i&$or%atio& to +eep o& record- to %a+e deci)io&) a.o*t

i%porta&t i))*e)- to pa)) i&$or%atio& o& to other)0 Pri%aril'- data i) collected to pro,ide i&$or%atio& regardi&g a )peci$ic topic0 The pla&&i&g o$ data collectio& $or

re)earch (or+ i) ge&erall' de,eloped i& earl' )tage o$ the re)earch $or it) i%porta&ce

a&d i%pact o& the re)earch (or+0 !or thi) re)earch- the data i) collected $ro% the

co%pa&ie) thro*gh a )*r,e' 3*e)tio&&aire0

• P$ia$y 0ata

Pri%ar' data (a) collected thro*gh 3*e)tio&&aire) a&d per)o&al i&teractio&

(ith the c*)to%er) a&d al)o $ro% per)o&al o.)er,atio&0

• Seconda$y 0ata

Thro*gh i&ter&al )o*rce- i&ter&et- %aga/i&e)- article)- &e()paper) etc0

Page | 61


32/54

0ata collection Tools

10 !ollo( *e)tio&&aire %ethod

50 Per)o&al I&ter,ie( (ith the c*)to%er) ,i)iti&g to the co%pa&ie)0

60 Per)o&al o.)er,atio&0

80 I&$or%atio& (a) collected thro*gh .oth pri%ar' a&d )eco&dar' )o*rce)0

Sa#ling Plan

I& de)ig&i&g a )a%pli&g pla& $ollo(i&g poi&t) (here co&)ideredH

Choice o" $esea$ch ethodology4

!or a&al')i) prepared 3*e)tio&&aire o& c*)to%er perceptio&) to(ard)ale) pro%otio& )trategie) o$ "*.ota tractor)

Method) o$ data collectio&

!or data collectio& I *)ed INTERIE< METODQ0 I had i&ter,ie( (ith

the clie&t) o$ "*.ota tractor

Sa#ling ethod4 Co&,e&ie&ce )a%pli&g %ethod ha) .ee& adopted $or )electi&g )a%ple

Ta$get #o#ulation4Sa#le "$ae algao& a&d &ear.' area

Sa#le si!e4 There are 9; re)po&de&t)0

Page | 65


33/54

0ATA A(A*YSIS

Analysis o" sales #$ootion acti6ities $e#o$ts

Sale) pro%otio& acti,it' report) are a&al'/ed o& the .a)i) o$ i&teractio& (ith the

per)o&) Co&tacted to $i&d ho( %a&' o$ the% ha,e gi,e& a po)iti,e re)po&)e to the

tractor o$ the co%pa&'0

1. A$e you awa$e o" ,u9ota t$acto$ Yes o$ (o@

Ta.le &oH 801

Pa$ticula$ (o o"

$es#ondents

Pe$centage

Yes 69 >;F

(o 19 6;F

Total 9; 1;;F

70%

30%

BRAND AWARENESS

Yes

No

!ig NoH 801

Analysis 4 O*t o$ 9; tractor *)er)- 69 *)er) are a(are a&d 19 *)er

Are &ot a(are

Inte$#$etation2 4 >;F people) are a(are a.o*t the "*.ota tractor a&d 6;F people)

are &ot a(are a.o*t "*.ota tractor0

Page | 66


34/54

%. /hich t$acto$ do you own@

Ta.le &oH 805

Na%e o$ co%pa&' No o$ Re)po&de&t) Mar+et )hare i& algao&

Swa$a 15 58F

Mahind$a 19 6;F

,u9ota 11 55F

(ew Holland 15 58F

Total 83 133B

24%

30%22%

24%

Sales

swaraj

mahindra

kubotanew holland

!ig NoH 805

Analysis

I& jalgao& cit' total 8 .ra&d tractor are here- o*t o$ 9; re)po&de&t

11 *)er) ha,e "*.ota tractor0

Inte$#$etation24

I& jalgao& cit' 55F people) o(& the "*.ota tractor

Page | 68


35/54

5. 0o you "$e;uently 6isit ,u9ota t$acto$ show$oo@

Ta.le 806

Pa$ticula$ (o o"

$es#ondents

Pe$centage

Yes 89 7;F

(o 9 1;FTotal 9; 1;;F

90%

10%

showroom visit

Yes

No

!ig 806

AnalysisH o*t o$ 9; re)po&de&t 89 are ,i)it $re3*e&tl' a&d 9 are &ot ,i)ited

Inte$#$etation2 4 %o)t o$ c*)to%er ,i)ited $re3*e&tl'0

Page | 69


36/54

7. Reason "o$ you$ 6isit@

Ta9le 7.7

Pa$ticula$ (o o"

$es#ondent

s

Pe$centage

P$ootional o""e$s 5; 8;F

0iscount o""e$s 5; 8;F

Range o" #$oducts 9 1;F

*ocation o" the sto$e 8 ?F

othe$ 1 5F

Total 9; 1;;F

40%

40%

10%

8% 2%

visit

promotional ofer

disount ofer

ran!e o" produt

loation o" the store

other

+ig 4 7.7

Analysis2 4 o*t o$ 9; re)po&de&t- 5; are co%e to ,i)it $or pro%otio&al

O$$er)- 5; $or di)co*&t o$$er- 9 $or ra&ge o$ the prod*ct- 8 $or locatio& o$ the )tore

a&d 1 are other rea)o& ,i)ited0

Page | 6:


37/54

Inte$#$etationH %o)t o$ c*)to%er are to )tore $or pro%otio&al o$$er) a&d

Di)co*&t O$$er0

8. How do you coe to -now a9out ,u9ota t$acto$s@

Table: - 4.5

Pa$ticula$ (o o"

$es#ondent

s

Pe$centag

e

Ad6e$tiseent 1; 5;F

+$iends and $elati6es 6; :;F

Hoa$dingsD(ews#a#e

$

1; 5;F

Total 9; 1;;F

20%

#0%

20%

Promotional Activity

ad$ertisement

"riends and relati$es

hoardin!snewspaper

+ig 4 7.8

Analysis2 4 o*t o$ 9; re)po&de&t- 6; are co%e to +&o( $rie&d) a&d relati,e)- 1; $or

ad,erti)e%e&t- a&d 1; $or oardi&g) a&d &e()paper0

Page | 6>


38/54

Inte$#$etation24 :;F c*)to%er are co%e to +&o( $rie&d) a&d relati,e) a&d a&other

5;F- 5;F are co%e to +&o( $or ad,erti)e%e&t a&d &e()paper2hoardi&g)0

. How do you $ate the custoe$ schees o" the ,u9ota t$acto$@

Ta9le 7.

Pa$ticula$ (o o"

$es#ondent

s

Pe$centage

'ood 6; :;F

a6e$age 1? 6:F

#oo$ 5 8F

Total 9; 1;;F

#0%

3#%

4%

Rate

!ood

a$ara!e

poor

+ig 7.

Analysis2 4 o*t o$ 9; re)po&de&t-6; *)er) ha,e good rate to "*.ota tractor-1? are

a,erage a&d 5 are a,erage rate to "*.ota tractor0

Page | 6?


39/54

Inte$#$etation2 4 :;F c*)to%er) ha,e good rate to "*.ota tractor- 6:F ha,e

a,erage rate- a&d 8F c*)to%er ha,e poor rate0

F. 0oes the Sales P$ootion acti6ities o" ,u9ota t$acto$ ade you to 6isit

again@

Ta9le 47.F

Pa$ticula$ (o o"

$es#ondents

Pe$centage

Yes 89 7;F

(o 9 1;F

Total 9; 1;;F

90%

10%

visit

Yes

No

+ig47.F

Analysis2 4 out o$ 9; re)po&de&t)- 89 are ,i)it agai& a&d 9 are &ot ,i)ited0

Inte$#$etation2 4 7;F c*)to%er are ,i)ited a&d 1;F are &ot ,i)ited (he& "*.ota

tactor doe) )ale) pro%otio& acti,it'

Page | 67


40/54

G. You$ o6e$all E#e$ience due to o""e$s and discounts in ,u9ota t$acto$@

Ta9le 47.G

Pa$ticula$ (o o"

$es#ondent

s

Pe$centage

'ood 8; ?;F

a6e$age 9 1;F

#oo$ 9 1;F

Total 9; 1;;F

80%

10%10%

Customer Experience

&ood

'$era!e

(oor

+ig 7.G

Analysis2 4 o*t o$ 9; re)po&de&t)- 8; re)po&de&t) ha,e good e4perie&ce- 9 are

a,erage e4perie&ce a&d 9 are poor e4perie&ce0

Inte$#$etation24?;F c*)to%er) ha,e good e4perie&ce- 1;F ha,e a,erage a&d al)o

1;F ha,e poor e4perie&ce $or p*rcha)e "*.ota tractor0

Page | 8;


41/54

. Rate the Att$acti6eness o" the #$ootional o""e$ o" ,u9ota t$acto$@

Ta9le 7.

Pa$ticula$ (o o"

$es#ondents

Pe$centag

e

Ve$y Att$acti6e 8; ?;F

*ess Att$acti6e 7 1?F

(ot at all Att$acti6e 1 5F

Total 9; 1;;F

80%

18%2%

Attractiveness of Promotional oer

)er* 'ttrati$e

+ess 'ttrati$e

Not at all attrati$e

+ig 7.

Analysis2 4 o*t o$ 9; re)po&de&t-8; are )aid o$$er) are ,er' attracti,e- 7 are )aid le))

attracti,e a&d 1 )aid &ot at all attracti,e0

Inte$#$etation2 4 ?;F c*)to%er i) rate to the attracti,e&e)) o$ pro%otio&al o$$er i)

,er' attracti,e- 1?F are rate to le)) attracti,e a&d 5F are rate to &ot at all attracti,e0

Page | 81


42/54

13.Rate the ;uality o" #$oduct as #e$ the ad6e$tiseent o" ,u9ota

t$acto$@

Ta9le 7.13

Pa$ticula$ (o o"

$es#ondents

Pe$centag

e

Satis"acto$y 89 7;F

A6e$age Satis"acto$y 8 ?F

0issatis"acto$y 1 5F

Total 9; 1;;F

90%

8% 2%

Rate for uality

,atis"ator*

'$era!e ,atis"ator*

-is,atis"ator*

+ig 7.13

Analysis24 o*t 9; re)po&de&t -89 are )ati)$ie)-8 are a,erage )ati)$' a&d 1 are

di))ati)$' $or 3*alit' o$ prod*ct a) per the ad,erti)e%e&t o$ "*.ota tractor0

Inte$#$etation247;F c*)to%er i) )ati)$ied- ?F i) a,erage )ati)$ied a&d 5F are

di))ati)$ied $or 3*alit' o$ prod*ct a) per the ad,erti)e%e&t o$ "*.ota tractor0

Page | 85


43/54

11. /hat -ind o" #$ootional as#ect will you #$e"e$@

Ta9le (o247.11

Pa$ticula$ (o o"

Res#ondent

s

Pe$centag

e

Cash discount 6; :;F

+$ee accesso$ies 1; 5;F

+$ee se$6icing 9 1;F

+$ee s#a$e #a$t

$e#lacing

9 1;F

Total 9; 1;;F

#0%20%

10%

10%

Promotional aspect

.ash disount

/ree assesories

/ree ser$iin!

/ree spare part replain!

+ig (o247.11

Analysis24o*t o$ 9; re)po&de&t -6; are pre$er ca)h di)co*&t- 1; are pre$er $ree

acce))orie)- a&d 9 are pre$er $ree )er,ici&g-9 are pre$er $ree )pare part replaci&g0

Inte$#$etation24

The pro%otio&al a)pect li+e ca)h di)co*&t- $ree acce))orie)- $ree )er,ici&g- $ree

)pare part etc (a&t .' c*)to%er) $ro% dealer .

Page | 86


44/54

1%> Custoe$ o6e$6iew on 6a$ious #a$aete$s

Ta9le4 7.1%

NO C&MPA(Y (AME A+TER SA*ES

SERVICE

(E/

M&0E*S

1

S(araj

A$ter )ale) )er,ice i)

AERA@E

Ne( prod*ct i)

@OOD

5

Mahi&dra


EKCELLENT

Ne( prod*ct i)

OUTSTANDIN@

6

"*.ota


AERA@E

Ne( prod*ct i)

@OOD

8

Ne( olla&d


OUTSTANDIN@

Ne( prod*ct i)

OUTSTANDIN@

Inte$#$etation24

Mo)t o$ the c*)to%er) are )ati)$ied (ith &e(l' la*&ched %odel) a$ter

)ale) )er,ice pro,ided .' co%pa&'0

Page | 88


45/54

CHAPTER 8

ACTIVITY CHART

ACTIVITY CHART

Page | 89


46/54

/ee- Ta$get Assigned Ta$get Status Tas- Pe$"o$ed

/ee- 1 To ,i)it all c*)to%er (ho

P*rcha)e "*.ota tractor

algao& a&d &ear.'

,illage)

Achie,ed

)*cce))$*ll'

i)ited 1 ,illage per da'

a&d recorded the re)po&)e

o& "*.ota tractor0

/ee- % To ,i)it all c*)to%er (ho


algao& a&d &ear.'

,illage)

Achie,ed

)*cce))$*ll'



o& "*.ota tractor0



algao& a&d &ear.'

,illage)

Achie,ed

)*cce))$*ll'



o& "*.ota tractor0



algao& a&d &ear.'

,illage)

Achie,ed

)*cce))$*ll'



o& "*.ota tractor0



algao& a&d &ear.'

,illage)

Achie,ed

)*cce))$*ll'



o& "*.ota tractor0

/ee- To ,i)it all c*)to%er (ho


algao& a&d &ear.'

,illage)

Achie,ed

)*cce))$*ll'



o& "*.ota tractor0

/ee- F To ,i)it all c*)to%er (ho


algao& a&d &ear.'

,illage)

Achie,ed

)*cce))$*ll'



o& "*.ota tractor0

/ee- G To ,i)it all c*)to%er (ho


algao& a&d &ear.'

,illage)

Partiall'

Achie,ed



o& "*.ota tractor0

Page | 8:


47/54

CHAPTER ,EY *EAR(I('

,EY *EAR(I('

I lear& a lot o$ thi&g) a&d a %ar,ello*) e4perie&ce o$ practical .*)i&e)) e&,iro&%e&t0 The

co%pa&' g*ided %e i& the right directio& (hich helped %e to *&der)ta&d the

orga&i/atio&al c*lt*re- tea%(or+- target) a&d the proce)) to achie,e the%- to ha&dle

Page | 8>


48/54

pre))*re- %a&age%e&t i&$or%atio& )')te%- (or+ $lo(- i&$or%atio& $lo( a&d )o o&0 I& a

&*t)hell- I ca& )a' that the i&ter&)hip at "*.ota tractor helped %e to de,elop greater )+ill)

(ithi& %')el$ )*ch a) %a&agerial )+ill)- co%%*&icatio& )+ill)- i&terper)o&al )+ill)-

e%plo'a.ilit' )+ill)- corporate eti3*ette) )*ch a) %ar+eti&g eti3*ette)- o$$ice eti3*ette)-

%eeti&g eti3*ette)- telepho&e eti3*ette)- pre)e&tatio& eti3*ette)- c*)to%er i&teractio&

eti3*ette)- ti%e %a&age%e&t a&d %ai&tai&i&g a health' relatio&)hip (ith the co%pa&'

a&d it) c*)to%er)0

• I *&der)tood the "*.ota tractor $eat*re) a&d 3*alit' a&d it) per$or%a&ce i&

%ar+et0

• I *&der)tood the co%pa&'J) )er,ice) a&d o,erall co%pa&ie) %ar+et i& that

jalgao& area0

• I *&der)tood practical +&o(ledge a.o*t )ale) pro%otio&)0

• I *&der)tood the ,ario*) ad,erti)e%e&t) (hich are *)e i& $ield0

• I *&der)tood ho( to directl' i&teract (ith the c*)to%er i& $ace to $ace )ale)

pro%otio& acti,it'0

• I *&der)tood ho( to co&,i&ce to the c*)to%er $or p*rcha)e the prod*ct)

thro*gh the )ale) pro%otio&0

• I *&der)tood ho( to attract to the c*)to%er thro*gh ,ario*) )ale) pro%otio&)

acti,it'0

Page | 8?


49/54

CHAPTER F

C&(TRI


50/54

•


51/54

CHAPTER G

RE+ERE(CE ? APPE(0IX: UESTI&((AIRE

? /E< SITE 0ETAI*

Re"e$ence ? A##endi: uestionnai$e ? we9 site detail

Mar+eti&g Ma&age%e&t Philip "otler0

Mar+eti&g Ma&age%e&t Dr0 Raja& Sa4e&a0

Re)earch Methodolog' C R "othari0

/e9sites24

www.-u9ota.co.in

Page | 91

http://www.kubota.co.in/http://www.kubota.co.in/


52/54

www.-u9ota.co

www.google.co

www.wi-i#edia.co

uestionnai$es

1> (ae 2

%> Age 25> Educational Status 2

8 Add$ess H

9 &ccu#ation H a !ar%er V W . Other V W

: Annual Incoe H a #elo( 8;;;; V W

10 . 81;;;?;;;; V W

50 c ?1;;;11;;;; V W

60 d 111;;; a&d a.o,e V W

F> A$e you awa$e o" ,u9ota t$acto$s Yes o$ (o@

a0 aYe) .No

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G> /hich t$acto$ do you own@

dNe( olla&d

7 0o you "$e;uently 6isit ,u9ota T$acto$@

a0 Ye)

.0 No

1; Reason "o$ you$ 6isit@

a0 Pro%otio&al O$$er)

.0 Di)co*&t O$$er)

c0 Ra&ge o$ Ite%)

d0 Locatio& o$ the Store

e0 Other)

11 How do you coe to -now a9out ,u9ota T$acto$@

a0 Ad,erti)e%e&t

.0 !rie&d) Relati,e)

c0 Thro*gh oardi&g) 2 Ne()paper

15 Rate the Att$acti6eness o" the ad6e$tiseent o" ,u9ota T$acto$@

a0 er' Attracti,e

.0 le)) Attracti,e

c0 Not at All Attracti,e

16 Rate the ;uality o" ite as #e$ the ad6e$tiseent o" ,u9ota T$acto$@

a0 Sati)$actor'

.0 A,eragel' Sati)$actor'

c0 Di))ati)$actor'

18 0oes the 0is#lays and P$ootional o""e$s in"o$ed in the sto$e att$acts

you@

a0 Ye)

.0 No

19 0oes the Sales P$ootion acti6ities o" -u9ota T$acto$ ade you to 6isit

again@

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aS(araj .Mahi&dra c"*.ota


54/54

a0 Ye)

.0 No

1: You$ o6e$all sho##ing E#e$ience due to o""e$s and discounts in -u9ota

T$acto$@

a0 @ood

.0 A,erage

c0 Poor

1F> I" yes what -ind o" #$ootional as#ect will you #$e"e$@

aCa)h di)co*&t . !ree acce))orie) c!ree )er,ici&g d A&' other

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