Post on 06-Apr-2018
8/3/2019 Comparing the Promotional Strategies of Maruti and Hyundai
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8/3/2019 Comparing the Promotional Strategies of Maruti and Hyundai
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During the year 2004-05 the Indian economy
was facing a period of economic boom.
Suddenly the smooth sailing Indian economy
was struck with recession in the year 2007-08.
With sound economic base the Indianeconomy revived from recession in the year
2009-2010
8/3/2019 Comparing the Promotional Strategies of Maruti and Hyundai
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The sales of both the companies took a
severe beating.
To counter all this the companies launchedsome new promotional schemes and tried to
create more awareness about old ones.
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The companies can verify whether their
promotional strategies work or not.
If the strategies work, then which ones. The companies can determine where to place
their ads.
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The data contains variables such as
Sales(dependent)
advertisement Discount schemes
After sales service
Slogan Customer satisfaction
Customer perception
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The necessary variables have been taken
both from primary and secondary sources.
The type of research is descriptive research.
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The data has been divided into 3 age groups
1)18-24
2)24-303)30 above
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Special promotional schemes were launched
by Maruti and Hyundai and it is being tested
whether they had an effect on the sales
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Chi square
Mean
8/3/2019 Comparing the Promotional Strategies of Maruti and Hyundai
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Segmaent&models
Maruti2007-08
Maruti2008-09
Hyundai2007-08
Hyudai2008-09
A1 M800 63200 46953
A2-OMINI VERSA
81688 71927
A3-ALT
O 457411 455981
TOTAL 602299 547861 460765 401241
8/3/2019 Comparing the Promotional Strategies of Maruti and Hyundai
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Which car do you own?
a) Maruti b) Hyundai c)Others
How did you come to know about this car?a) Print Media
b) Electronic Mediac) Friends
d) Social Networking
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Can you recite the slogans of Maruti and
Hyundai?
a) Yes b) No Do you know any special scheme of both the
companies?a) Yes b) No
Do advertisements influence your decisionwhile buying your car?
a) Yes b)somewhat c) No
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What do you focus or remember about an
advertisements?
a) Discount Schemeb) After sales servicec) The face of celebrity
Did you get what has been promised in theadvertisement?
a) Yes b) No c)Somewhat
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After how many years you would like to
change your car?
a) 2 years b) 4 years c) 6 years and above If you have to buy another car which car you
will buy?a) Maruti b) Hyundai c) Others
Please tick your gendera)Male b)female
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47% of Maruti owner and 45% of Hyundai
owner remember the slogan of their
respective car
42% of Maruti owner and 54% of Hyundaiowner aware of the schemes provided by
their car companies.
60% of Maruti owner and 33% of Hyundai
owner get influenced by advt. while buying.
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Ads over after sales services of maruti
influence 60% of customers where as in case
of Hyundai face of celebrities made moreimpact on customers.
75% of Maruti and 60% of Hyundai owners
says whatever has been promised in advt. hasbeen fulfilled.
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Impact due advertisements through
electronic media 43% for Maruti and 63% for
Hyundai
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Used correlation between gender and the
frequency of changing ones car and it was 0.2
Use correlation between frequency of changing ones car and whether the
customers got what was promised and it was0.554
Used correlation between the frequency of changing ones car and the effect of
advertisement and it was .446
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People get influenced by advisements (as themean=1.315)
Gender has no influence on buying behavior. Different type of promotional tools influence
customers of both the companies in differentmanner
Advertisements do not effect a specificgender. When buying a second car,people were more
willing to go for maruti(27) than hyundai(18)
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The product backed the promotional
strategies.
If people are not satisfied with the car theychange.
Advertisement do influence buying behavior.
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People may not provide authentic data.
The data may not be representative of the
whole population. People tend to go for greener pastures.