BVU AKIMSS, SOLAPUR

CHAPTER-I

INTRODUCTION TO THE STUDY

AND RESEARCH METHODOLOGY

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INTRODUCTION TO STUDY

Promotion is fundamentally a tool to spread the information about the product and services
available. However, promotional activities today not only include advertising but it also consist
of various promotional gimmicks such as dirigibles at football games, on pack offers, coupons,
sweepstakes and games. In today`s competitive scenario the goal of organization is brand
awareness, product loyalty and corporate image. Earlier the main goal of promotion used to be
longer product awareness. Automobiles sector on of the fastest growing industries in India. The
automobile industry in world is multi-billion dollar industry. Promotional activities are important
in changing customer perception about a brand. New brands of cars to appeal to various
population sectors are constantly being developed. Value growth was also driven by changing
customer perception, whereby most cars are increasingly considered as basic low model cars of
middle level, rather than as luxury cars for indulgence.

In order to improve the marketing strategies the organization has to study the customer by
understanding the following issues:

 The psychology of how customers make decision between different alternatives (e.g.
brands, product, and retailers)
 The psychology of how the customer is influenced by environment (e.g. culture, media,
signs, family)
 Lack in customer knowledge or information processing abilities influenced marketing
decision and outcome.
 How the behavior of customer affect marketing decision while buying or making other
decisions.
 The effect of customer motivation and decision strategies while deciding between two
different cars.
 How marketers make and improve the existing strategies in order to reach the customer
effectively. Customer behavior study is based on consumer buying behavior. The
consumer plays three roles of user, payer and buyer. For understanding customer
behavior marketers uses relationship marketing. It is considered as an influential asset.
Relationship marketing helps in understanding the true meaning of marketing as it

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consider the importance of the customer, customer relationship management,

customization; customer retention, one-to-one marketing and personalization are also
considered important by the marketer for analyzing the consumer behavior.
 OBJECTIVES OF STUDY
 To study various form of promotional activities at NEXA.
 To study the various factor that affect the customer for purchase towards NEXA.
 To study the effect of promotional activities on consumer behavior.
 To study the overall impact of promotional activities on customer.

 SCOPE OF THE STUDY

The study helps to find the impact of the promotion among customers with reference to Chavan
Motors, NEXA Solapur. To find how far people are aware and attracted towards the name of
NEXA and to find the impact of promotion towards customers.

 LIMITATIONS OF THE STUDY

 The survey was limited to Solapur city due to the limitation of time.
 The study was conducted under of assumption that the information given by the
respondents may not be authentic.

RESEARCH METHODOLOGY-

“A Careful investigation or inquiry especially through search for

new facts in any branch of knowledge” According to Radman and Mory research means
“Systematic effort to gain new knowledge.” Research is thus an original contribution to the
existing stock of knowledge making for its advancement. As such the term „research‟ refers to
the systematic method consisting of enunciating the problem, formulating a hypothesis,
collecting the fact or data, analyzing the facts and reaching certain conclusions either in the form
of solution(s) towards the concerned problem or in certain generation for some theoretical
formulation. Research has its special significance in solving various operational and planning
problems of business and industry.

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TYPES OF RESEARCH

COLLECTION OF DATA:

1. Primary data: Primary data has been collected through questionnaires. The questionnaire was
mostly related to the impact of promotion towards customers of NEXA on different feature such
as the connectivity, price, effectiveness of the brand etc.

2. Secondary Data: It was collected from internal sources. The secondary data was collected on
the basis of organizational file, official records, management books, preserved information in the
company‟s database and website of the company.

SAMPLING UNIT

The sample of 50 has been chosen randomly from in an around the people residing in an around
Solapur are considered as the population for the study.

SAMPLE SIZE

The sample size of 50 is selected randomly. The study requires on in depth survey and keen
observation in collecting data regarding the impact of promotion towards customers of NEXA.

SAMPLING TECHINIQUE

Only simple random sampling technique is adopted in selection the sample. In this technique,
each and every unit of the population has on equal opportunity of being selected in the sample

SAMPLING METHOD

In this study I have used random sampling method.

DATA COLLECTION PROCESS

Based on need and objectives, types of data required for study and other sources of data are
identified.

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Data was collected with the help of the questionnaires Data Primary Data Observation
Questionnaire Secondary Data Inside the Organization News Letters Documents Outside the
Organization Libraries, Magazines etc.

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CHAPTER-II
THEORATICAL BACKGROUND

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In marketing, promotion refers to any type of marketing communication used to inform or

persuade target audiences of the relative merits of a product, service, brand or issue. The aim of
promotion is to increase awareness, create interest, generate sales or create brand loyalty. It is
one of the basic elements of the market mix, which includes the four Ps, i.e., product, price,
place, and promotion.

Promotion is also one of the elements in the promotional mix or promotional plan. These
are personal selling, advertising, sales promotion, direct marketing publicity and may also
include event marketing, exhibitions and trade shows. A promotional plan specifies how much
attention to pay to each of the elements in the promotional mix, and what proportion of the
budget should be allocated to each element.

Promotion covers the methods of communication that a marketer uses to provide information
about its product. Information can be both verbal and visual.

The term promotion derives from the Old French, promocion meaning to "move forward", and
“push onward" or to "advance in rank or position" which in turn, comes from the
Latin, promotionem meaning "a moving forward". The word entered the English language in the
14th century.

The use of the term promotion to refer to "advertising or publicity" is very modern and is first
recorded in 1925. It may be a contraction of a related term, sales promotion, which is one
element in the larger set of tools used in marketing communications. The
terms, promotion and marketing communications can be used synonymously, but in practice, the
latter is more widely used.

There are three objectives of promotion. These are:

1. To present information to consumers and others.

2. To increase demand.
3. To differentiate a product.

The purpose of a promotion and thus its promotional plan can have a wide range, including: sales
increases, new product acceptance, creation of brand equity, positioning, competitive
retaliations, or creation of a corporate image.

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The term 'promotion' tends to be used internally by the marketing function. To the public or the
market, phrases like "special offer" are more common. Examples of a fully integrated, long-term,
and large-scale promotion are My Coke Rewards in the USA or Coke Zone in the UK and Pepsi
Stuff.

Types-

There have been different ways to promote a product in person or with different media. Both
person and media can be either physically real or virtual/electronic.

In a physical environment [edit]

Promotions can be held in physical environments at special events such as concerts,

festivals, trade shows, and in the field, such as in grocery or department stores. Interactions in the
field allow immediate purchases. The purchase of a product can be incentive with discounts (i.e.,
coupons), free items, or a contest. This method is used to increase the sales of a given product.
Interactions between the brand and the customer are performed by a brand
ambassador or promotional model that represents the product in physical environments. Brand
ambassadors or promotional models are hired by a marketing company, which in turn is booked
by the brand to represent the product or service. Person-to-person interaction, as opposed to
media-to-person involvement, establishes connections that add another dimension to
promotion. Building a community through promoting goods and services can lead to brand
loyalty.

Traditional media [edit]

Examples of traditional media include print media such as newspapers and magazines, electronic
media such as radio and television, and outdoor media such as banner
or billboard advertisements. Each of these platforms provides ways for brands to reach
consumers with advertisements.

Digital media [edit]

Digital media, which includes Internet, social networking and social media sites, is a modern
way for brands to interact with consumers as it releases news, information and advertising from
the technological limits of print and broadcast infrastructures. Digital media is currently the most
effective way for brands to reach their consumers on a daily basis. Over 2.7 billion people are

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online globally, which is about 40% of the world's population. 67% of all Internet users globally
use social media.

Mass communication has led to modern marketing strategies to continue focusing on brand
awareness, large distributions and heavy promotions. The fast-paced environment of digital
media presents new methods for promotion to utilize new tools now available through
technology. With the rise of technological advances, promotions can be done outside of local
contexts and across geographic borders to reach a greater number of potential consumers. The
goal of a promotion is then to reach the most people possible in a time efficient and a cost
efficient manner.

Social media, as a modern marketing tool, offers opportunities to reach larger audiences in an
interactive way. These interactions allow for conversation rather than simply educating the
customer. Facebook, Snapchat, Instagram, Twitter, Pinterest, Google Plus, Tumblr, as well as
alternate audio and media sites like SoundCloud and Mixcloud allow users to interact
and promote music online with little to no cost. You can purchase and buy ad space as well as
potential customer interactions stores as Likes, Followers, and clicks to your page with the use of
third parties. As a participatory media culture, social media platforms or social networking sites
are forms of mass communication that, through media technologies, allow large amounts of
product and distribution of content to reach the largest audience possible. However, there are
downsides to virtual promotions as servers, systems, and websites may crash, fail, or become
overloaded with information. You also can stand risk of losing uploaded information and storage
and at a use can also be affected by a number of outside variables.

Brands can explore different strategies to keep consumers engaged. One popular tool is branded
entertainment, or creating some sort of social game for the user. The benefits of such a platform
include submersing the user in the brand's content. Users will be more likely to absorb and not
grow tired of advertisements if they are, for example, embedded in the game as opposed to a
bothersome pop-up ad.

Personalizing advertisements is another strategy that can work well for brands, as it can increase
the likelihood that the brand will be anthropomorphized by the consumer. Personalization
increases click-through intentions when data has been collected about the consumer.

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Brands must navigate the line between effectively promoting their content to consumers on
social media and becoming too invasive in consumers' lives. Vivid Internet ads that include
devices such as animation might increase a user's initial attention to the ad. However, this may
be seen as a distraction to the user if they are trying to absorb a different part of the site such as
reading text. Additionally, when brands make the effort of overtly collecting data about their
consumers and then personalizing their ads to them, the consumer's relationship with the
advertisements, following this data collection, is frequently positive. However, when data is
covertly collected, consumers can quickly feel like the company betrayed their trust. It is
important for brands to utilize personalization in their ads, without making the consumer feel
vulnerable or that their privacy has been betrayed

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CHAPTER-III

COMPANY PROFILE

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INTRODUCTION TO ORGANIZATION

Maruti Suzuki India Ltd (Maruti Suzuki) commonly referred to as Maruti and formerly known as
Maruti Udyog Ltd, as is an automobile manufacture in India. It is a subsidiary of Japanese
automobile manufacture Suzuki. As of January 2016, it had a market share of 47% of the Indian
passenger car from entry level of Maruti 800(discontinued), Alto to the hatchback Ritz, Celerio,
A-Star, Swift, Wagon R, and sedans DZire, Ciaz, and SX4, in the “C” segment Eco, Omni,
Multi-purpose vehicle Suzuki Ertiga and sports Utility vehicle Grand Vitara.

The company headquarters are at No.1, Nelson Mandela Road, New Delhi. In February 2012, the
company sold its ten million vehicles in India.

HISTORY OF THE ORGANIZATION

Maruti Udyog Ltd was established in February 1981, though the actual production commenced
only in 1983. It`s started with Maruti 800, based on the Suzuki Alto car which at the time was
only modern car available in India. Its only competitor was Hinduatan Ambassador and premier
Padmini originally, 74% of the company was owned by Indian government, and 26% by Suzuki
of Japan. As of May 2007, the government of India sold its complete share to Indian financial
institutions and no longer has any stake in Maruti Udyaog.

Maruti`s history begin in 1970, when a private limited company named Maruti technical services
private Ltd (MTSPL) launched on November 16, 1970. The stated purpose of this company was
to provide technical know-how for the design, manufacture and assemble of wholly indigenous
motor car in June 1971. A company called “Maruti Ltd” was incorporated under the companies
act and Sanjay Gandhi becomes its first managing director, “Maruti Ltd” goes in liquidation in
1977. On 23rd June 1980 Sanjay Gandhi dies when a private test plane he was flying crashes. A
year after his death, and at the behest of Indira Gandhi, the Indian Central Government salvages
Maruti Udyog Ltd is incorporated in the same year.

In 1982, a license and joint venture agreement (JVA) is signed between Maruti Udyog Ltd and
Suzuki of Japan. At first, Maruti Suzuki was mainly and importers of cars. In India`s closed
market, Maruti received the right to import 40,000 fully built-up Suzuki in the first two year, and
even after that the early goal was to used only 33% of indigenous part. This upset the local

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manufacture considerably. There were also some concern that the Indian market was too small to
absorb the comparatively large production planned by Maruti Suzuki, with the government even
considering adjusting the petrol tad and lowering the excise duty in order to boost sale. Finally,
in 1983, the Maruti 800 is released this 796 cc hatchback is based on the SS 80 Suzuki Alto and
India`s first affordable car. Initial product plan is 40% saloons, and 60% Maruti van local
production commence in December 1983. In 1984 the Maruti van, with the same three cylinder
engine as the 800, is released. Installed capacity of the plant in Gurgaon, reaches 40,000 units.

In 1985 the Suzuki SJ410-based on Gypsy, 970cc 4WD off-road vehicle is lunched. In 1986 the
original 800 is replaced by an all-new model of the 796cc hatchback Suzuki Alto font. This is
also when the 1,00,000 vehicles is produced by the company. In 1987 follows the company`s
first export to the West, when a lot of 500 cars were sent to the Hungary. Maruti products had
been exported to the certain neighboring countries already. By 1988, the capacity of the Gurgaon
plant is increased in 1,00,000 per annum.

INTRODUCTION OF NEXA

COMPANY PROFILE

Name of the Organization: - NEXA

Owner: - Ghanshyam A. Chavan

Legal form: - Proprietary firm

Works & head office: - New Paccha Peth Solapur, Maharashtra.

Business: - Sales, Service, Spares, Insurance, Accidental Job, Accessories.

Achievements: - Best dealer in territory, Best service dealer, Pride of the year, Fast growing
network.

Website: - “nexaexperience.com”

NEXA is a retail network from Maruti Suzuki that caters the high-end consumer to have gone
beyond their first car and is now looking for an experience. It offers a high level of sophistication
and is based on the principle of exclusivity, pampering and listening to the consumer, but

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creating NEXA was a mammoth task for the brand and a Hakuhodo India team, the agency
entrusted with the responsibility of creating NEXA. On the drawing board, the agency had to
revisit the entire journey of customer experience while buying a Maruti.

Being India`s largest car market, Maruti Suzuki is the current market leader in the volume
segment. People perceive Maruti product as low cost and value for money and this perception is
what the company want to change. The company has opened new showroom under the NEXA
nameplate to retail its premium set of wheels. These outlets provide a more luxuries buying
experience for the customer who is interested in buying a premium product.

Maruti Suzuki has entered the premium car space with the Ciaz but for some reason the company
did not retail the car in the NEXA outlets.

Product Range at NEXA:

 S-Cross

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 Baleno

 Ciaz

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 Ignis

Objectives of the NEXA:

 To shed the image of small car maker.

 To sell high-end vehicles.
 To get an edge over the competitor.
 To give customer a memorable experience.

NEXA Services

Buying guide:

 E-Brochure.
 Books a test drive.
 Request a quote.

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 Accessories car.
 Genuine NEXA accessories.
 Genuine NEXA parts.
 On road support.

Sales and Finance:

 NEXA extended warranty.

 NEXA finance.
 Maruti insurance.
 Corporate and institutional sales.
 Maruti true value.

History of launch the Maruti Suzuki NEXA:

A similar story went into the making of Maruti Suzuki NEXA, the brand`s premium dealership
in India. Maruti Suzuki is the most loved car brand of India for its great value, equal efficiency
and huge service network. As per report, the brand controls over 45% of the India car market
with its small car. Some of its popular product involves Maruti 800, Zen, Swift, DZire, Alto and
(Omni). However over the years, the brand has not been able to foray into the premium car
segment despite repeated attempt with product such as Kizashi and Vitara.

Some of the reasons for this failure are attributed to reasons like Maruti Suzuki being known as
affordable fuel efficient and great value providing car brand. Secondly it has not been positioned
as high-end brand, and hence so people ask-Why should I pay sich a high pricefor a Maruti car?

However, lately Maruti Suzuki has returned with a fresh attempt to enter the high-end car
segment with launch of its kind premium retail network-NEXA. In recent time, NEXA is one of
the biggest bets from the Maruti Suzuki in the Indian market.

Hospitality Factor:

The concept of NEXA was derived from the hospitality, banking and aviation industries, which
knew well about one-on-one interaction with the customers. “For NEXA, we roped in people

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from banking, aviation and hotel industries as they knew hospitality nuances. Later, we trained
them in selling car.”

With product at the center and hospitality surrounding it, the designing teams were clear, that the
NEXA representatives will have to partner consumers throughout the lifetime of the car.
“Consumer should know these relationship manager and vice-versa.” The design team thought of
consumer from the time he thinks of the car, visit the facility and purchases it. Hakuhodo India
focused on 19 different aspects in this journey.

Achievement of NEXA Automobiles:

1. Best service infrastructure up gradation in non-metro cities.

2. Best performance in sales of passenger cars.
3. Highest selling network.
4. Pride of the network.
5. Commitment dealer.
6. Best service dealer.

Various Departments in the Organization

1. Account Department:

In this department the accountant records all the transactions of business and once in week it
signifies by auditor.

2. Sales Department:

In this department the represented person give the information about products to customer and
sales the product.

3. Service Department:

In this department, gives the after sale services to the customer.

4. Human Resource Department:

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In this department the recruitment, selection and training to the employee is done. For
appointment of any workers, employee H.R. Departments work. In H.R. Department they think
about the welfare of the workers and employees.

5. MIS Department:

MIS means Management Information System. In this department they store all the data related to
business.

6. Maruti Genuine Accessories:

Maruti genuine accessories offer wide range of high quality accessories as per customer choice.
All type of accessories available under single roof. It ensures trust, quality, reliable and defect-
free product.

7. Delivery Department:

In this department provides delivery services by the organization.

Vision:

Enrich quality of our customer by offering product and services that meet the essential needs of
people and sharing our profit among variable customers.

Objective:

 To shed image of small car market.

 To sell high-end vehicles.
 To get an edge over the competitors.
 To give customer a memorable experience.
 To capture the market at 75%.

Mission:

 To aim for total customer satisfaction.

 To create a motivated work force.
 To make contribution to the society in which it operates.

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CHAPTER-IV
DATA ANALYSIS AND
INTERPRETATION

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1. Gender Ratio-

Particulars Respondents Percentage

Male 39 78
Female 11 22
Total 50 100

100
90
80
70
60
Respondents
50
Percentage
40
30
20
10
0
Male Female Total

Interpretation- The above graph shows the gender ratio of respondents. Out of total 50 respondents 78
percent respondents are male and 22 percent respondents are female.

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2. Age level.

Particulars Respondents Percentage

25-35 Years 19 38
35-45 Years 14 28
45-55 Years 11 22
55 Yrs & above 6 12
Total 50 100

100
90
80
70
60
50 Respondents
40 Percentage
30
20
10
0
25-35 35-45 45-55 55 Yrs & Total
Years Years Years above

Interpretation- The above graph shows age level of respondents. Out of total 50 respondents 38 percent
respondents fall under 25-35 years of age group, 28 percent under 35-45 years, 22 percent under 45-55
years and 12 percent under 55 years and above.

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3. Qualification

Particulars Respondents Percentage

SSC 0 0
HSC 3 6
Graduation 32 64
Post-Graduation 15 30
Total 50 100

100
90
80
70
60
50
40 Respondents
30
20 Percentage
10
0

Interpretation- The above graph shows the qualification level of the respondents. Out of total 50
respondents 64 percent respondents are graduate, 30 percent are post-graduate, 6 percent are HSC
completed.

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4. Occupation

Particulars Respondents Percentage

Government Service 17 34
Private Service 11 22
Business 17 34
Profession 5 10
Total 50 100

100
90
80
70
60
50
40
30 Respondents
20 Percentage
10
0

Interpretation- The above graph shows the occupation level of respondents. Out of total 50 respondents
34 percent respondents are government servant, 34 percent are business holder, 22 percent are private
servant and 10 percent are professionals.

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5. Income level

Particulars Respondents Percentage

25000-35000 7 14

35000-45000 13 26

45000-55000 19 38

55000 & above 11 22

Total 50 100

100
90
80
70
60
50
40 Respondents
30
Percentage
20
10
0

Interpretation- The above graph shows the income level of respondents. Out of total 50 respondents 38
percent respondents are in between 45000-55000, 26 percent in 35000-45000, 22 percent in 55000 &
above and 14 percent in between 25000-35000.

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6. How they come to know about the brand.

Particulars Respondents Percentage

Advertisement 19 38
Friends & Relatives 13 26
Hoarding 10 20
Other Media 8 16
Total 50 100

100
90
80
70
60
50
40
30 Respondents
20 Percentage
10
0

Interpretation- The above graph shows how respondents come to know about the brand. Out of total 50
respondents 38 percent respondents come to know through advertisement, 26 percent through friends
& relatives, 20 percent through hoardings and 16 percent through other media.

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7. Influence of advertisement.

Particulars Respondents Percentage

Yes 28 56
No 22 44
Total 50 100

100
90
80
70
60
Respondents
50
Percentage
40
30
20
10
0
Yes No Total

Interpretation- The above graph shows the influence of advertisement on brand. Out of total 50
respondents 56 percent of respondents says yes and 44 percent says no.

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8. Qualities of cars as per advertisement.

Particulars Respondents Percentage

Highly Satisfactory 9 18
Satisfactory 20 40
Average 16 32
Dissatisfactory 5 10
Highly Dissatisfactory 0 0
Total 50 100

100
90
80
70
60
50
40
30 Respondents
20 Percentage
10
0

Interpretation- The above graph shows the qualities of cars as per the advertisement. Out of total 50
respondents 40 percent respondents says satisfactory, 32 percent says average, 18 percent are highly
satisfactory and 10 percent are dissatisfactory.

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9. Demonstration of cars.

Particulars Respondents Percentage

Highly Satisfactory 7 14
Satisfactory 21 42
Average 15 30
Dissatisfactory 5 10
Highly Dissatisfactory 2 4
Total 50 100

100
90
80
70
60
50
40
30 Respondents
20 Percentage
10
0

Interpretation- The above graph shows the demonstration of cars at NEXA. Out of total 50 respondents
42 percent respondents say satisfactory, 30 percent says average, 14 percent are highly satisfactory, 10
percent says dissatisfactory and 4 percent are highly dissatisfactory.

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10. Attractiveness of advertisement.

Particulars Respondents Percentage

Very Attractive 36 72

Less Attractive 11 22

Not at all Attractive 3 6

Total 50 100

100
90
80
70
60
50 Respondents
40 Percentage
30
20
10
0
Very Less Not at all Total
Attractive Attractive Attractive

Interpretation- The above graph shows the attractiveness of advertisement. Out of total 50 respondents
72 percent respondents says it is very attractive, 22 percent says less attractive and 6 percent says not at
all attractive.

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11. Display of Cars.

Particulars Respondents Percentage

Highly Satisfactory 10 20
Satisfactory 21 42
Average 18 36
Dissatisfactory 1 2
Highly Dissatisfactory 0 0
Total 50 100

100
90
80
70
60
50
40
30 Respondens
20
10 Percentage
0

Interpretation- The above graph shows the display of cars at NEXA showroom. Out of total 50
respondents 42 percent of respondents say satisfactory, 36 percent say average, 20 percent say highly
satisfactory and 2 percent dissatisfactory.

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12. Range of cars at showroom.

Particulars Respondents Percentage

Highly Satisfactory 4 8
Satisfactory 17 34
Average 25 50
Dissatisfactory 2 4
Highly Dissatisfactory 2 4
Total 50 100

100
90
80
70
60
50
40
30 Respondents
20
10 Percentage
0

Interpretation- The above graph shows range of cars at NEXA showroom. Out of total 50 respondents 50
percent respondents say average, 34 percent respondents say satisfactory, 8 percent respondents say
highly satisfactory, 4 percent say dissatisfactory and highly dissatisfactory respectively.

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13. Promotional activities.

Particulars Respondents Percentage

Outdoor Events 10 20
Advertisement 26 52
Offers 14 28
Total 50 100

100
90
80
70
60
50
40 Respondents
30
Percentage
20
10
0

Interpretation- The above graph shows the influence of promotional activities on respondents. Out of
total 50 respondents 52 percent respondents say advertisement activity influence them, 28 percent say
offers and 20 percent say outdoor events.

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14. Sales promotion activity helps in visit showroom.

Particulars Respondents Percentage

Yes 37 74
No 13 26
Total 50 100

100
90
80
70
60
Respondents
50
Percentage
40
30
20
10
0
Yes No Total

Interpretation- The above graph shows the effect of sales promotion activity to visit the showroom. Out
of total 50 respondents 74 percent respondents says yes and 26 percent says no.

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15. Factors influence for purchase.

Particulars Respondents Percentage

Features 6 12
After sales service 18 36
Durability 9 18
Price 5 10
Brand Image 12 24
Total 50 100

100
90
80
70
60
50
40
Respondents
30
20 Percentage
10
0

Interpretation- The above graph shows the factors influencing for purchase decision towards NEXA. Out
of total 50 respondents 36 percent respondents say after sales service, 24 percent say brand image, 18
percent say durability, 12 percent say features and 10 percent say price.

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16. Overall experience of NEXA promotional activity.

Particulars Respondents Percentage

Highly Satisfactory 9 18
Satisfactory 19 38
Average 18 36
Dissatisfactory 2 4
Highly Dissatisfactory 2 4
Total 50 100

100
90
80
70
60
50
40
30 Respondents
20
10 Percentage
0

Interpretation- The above graph shows the overall experience of NEXA promotional activity. Out of total
50 respondents 38 percent respondents say satisfactory, 36 percent respondents say average, 18
percent say highly satisfactory, 4 percent dissatisfactory and highly dissatisfactory respectively.

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CHAPTER-V

FINDINGS SUGGESTIONS

AND CONCLUSION

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 Findings-

1. It is found majority 78 percent respondents are male.

2. It is found majority 38 percent respondents fall under age group of 25-35 years.
3. It is found majority 64 percent respondents are graduate.
4. It is found majority 34 percent respondents are government servants.
5. It is found majority 38 percent respondents have income level of 45000-55000.
6. It is found majority 38 percent respondents come to know about the brand through
respondents.
7. It is found majority 56 percent respondents are influenced by the advertisement.
8. It is found majority 40 percent respondents are satisfied with the qualities of cars as per
advertisement of NEXA.
9. It is found majority 42 percent of respondents are satisfied with the demonstration of cars
at NEXA showroom.
10. It is found majority 72 percent feels the advertisement attractive of NEXA.
11. It is found majority 42 percent respondents are satisfied with display of cars at NEXA
showroom.
12. It is found majority 50 percent respondents feel average for the range of cars at NEXA
showroom.
13. It is found majority 52 percent respondents say that promotional activities influence
them.
14. It is found majority 74 percent respondents say that sales promotion activities help them
to visit the showroom.
15. It is found majority 36 percent respondents say that after sales service factor influence
them for purchase.
16. It is found majority 38 percent respondents are satisfied with the overall experience of
promotional activities of NEXA.

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Conclusion-
“A STUDY ON IMPACT OF PROMOTION ON CUSTOMERS TOWARDS
NEXA WITH SPECIAL REFERENCE TO CHAVAN MOTORS PVT.LTD SOLAPUR” It
is been concluded that maximum number of respondents are satisfied by the promotional
activities of NEXA Cars, and maximum numbers of respondents are influenced towards the
NEXA Cars by their advertisement and maximum respondents have said after sales service
factor helps for purchase of cars at NEXA.

Suggestions-
 All service related benefits and terms and condition of warranty should be explained at time
of sale.
 All service related detailed should be given on printed pamphlets for customer to take home
and read.
 Maintaining good relation with existing customers.

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Annexure

Questionnaire

Part-1

1. Name-

2. Gender-

A) Male b) Female

3. Age-

A) 25 to 35 B) 35 to 45

C) 45 to 55 D) 55 & above

4. Qualification-

a) SSC b) HSC

c) Graduation d) Post Graduation

5. Occupation-

A) Government Service b) Private Service

c) Business d) Profession

6. Income Level-

a) 25000 to 35000 b) 35000 to 45000

c) 45000 to 55000 d) 55000 & above

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Part-2

1. How do you come to know about NEXA?

a) Advertisement b) Friends/Relatives

c) Hoardings d) Other Media

2. Does the advertisement of NEXA influence you to purchase?

a) Yes b) No

3. Rate the quality of cars as per the advertisement of NEXA?

a) Highly Satisfactory b) Satisfactory

c) Average d) Dissatisfactory e) Highly Dissatisfactory

4. How do you rate the demonstration of the cars at NEXA?

a) Highly Satisfactory b) Satisfactory

c) Average d) Dissatisfactory e) Highly Dissatisfactory

5. Rate the attractiveness of the advertisement of NEXA?

a) Very Attractive b) Less Attractive

c) Not at all Attractive

6. How do you rate the display of cars at NEXA showroom?

a) Highly Satisfactory b) Satisfactory

c) Average d) Dissatisfactory e) Highly Dissatisfactory

7. How do you rate the range of cars at NEXA showroom?

a) Highly Satisfactory b) Satisfactory

c) Average d) Dissatisfactory e) Highly Dissatisfactory

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8. Which type of promotional activities influence the customer?

a) Outdoor Events b) Advertisement c) Offers

9. Does the sales promotion activity of NEXA made you to visit showroom?

a) Yes b) No

10. If yes, then which promotional activity has influenced you?

a) Outdoor Events b) Advertisement c) Offers

11. Which factors influence you for purchase towards NEXA?

a) Features b) After Sales Service

c) Durability d) Price e) Brand Image

12. Rate our overall experience of NEXA promotional activity?

a) Highly Satisfactory b) Satisfactory

c) Average d) Dissatisfactory e) Highly Dissatisfactory

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Bibliography-

Websites-

 www.nexaexperience.com
 https://en.wikipedia.org/wiki/NEXA
 https://en.wikipedia.org/wiki/Promotion

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