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A STUDY ON IMPACT OF TRADE PROMOTION ON CUSTOMER BEHAVIOUR TOWARDS IN TENNECO AUTOMOTIVE INDIA PVT HOSUR

A STUDY ON IMPACT OF TRADE PROMOTION ON CUSTOMER BEHAVIOUR TOWARDS IN TENNECO AUTOMOTIVE INDIA PVT LTD HOSUR EXECUTIVE SUMMARY Customers are the king in the market. So, the satisfaction level of customers is very important for the survival of every firm,The use of trade promotions as a channel-programming tool has increased substantially in the past decade,In this study, the researcher examines the complex issue of trade promotion use from both long-term and short-term perspectives. Different trade promotions can produce dissimilar types of channel cooperation,

INTRODUCTION OF THE STUDY Trade promotion is one of the two major categories of sales promotion. Trade oriented sales promotion includes dealer contests and incentives, trade allowances, point-of- purchase displays, sales training programs, trade shows, co-operative advertisingSo this study is conducted in TENNECO AUTOMOTIVE INDIA PVT LTD HOSUR, to find out the impact of trade promotion on customer behavior. COMPANY PROFILE

India a leading automobile component manufacturer (100% subsidiary of Tenneco Inc., USA). established in 1953. Tenneco has got two divisions in India which is involved in designing and manufacturing of Ride Control and Emission control products for four wheeler and two wheelers. Tenneco India serves as OEM supplier to automobile giants like Maruti Suzuki, General Motors,TATA Motors, Mahindra and Mahindra, Toyota,etc.Research MethodologyRESEARCH DESIGN - descriptive research designSAMPLE DESIGN - convenient sampling technique SAMPLE SIZE - 100 customer in, Tenneco Automotive India Pvt, Ltd. Hosur AREA OF SAMPLING - Hosur SAMPLING PERIOD - Febraury April 2013LIST OF STATISTICAL TOOLS APPLIEDChi-square testAnnovaKarl pearson's coefficient of correlationRegression analysisWeighted average methodSTATEMENT OF THE PROBLEMThe problem of research is to find out the possibilities of increasing the purchase of Automotive spare parts through trade Promotion.

The trade promotion activities done by the other manufacturers.

OBJECTIVES OF THE STUDY

To analyze the various factors influencing the purchase decisions of the customers.To understand whether trade promotion a good motivation to promote sales.To study about the Trade Promotion Activities provided by Neel Auto Pvt Ltd.To determine the level of retailers satisfaction towards the trade promotion.To offer suggestions and conclusion based on the research findings.

SCOPE OF THE STUDY

The study is mainly based on the intention that to identify the effectiveness of the trade promotional schemes.The study aims to know the opinion and views of the customers and retailers about the purchase of Tenneco Products. The study may be utilized to enhance the relationship level of between the customer and service providers.

This also helps in adopting the new strategies and technologies to the competitors.

LIMITATIONS OF THE STUDY

The study is limited to 100 customers of Tenneco automotive in Hosur

The findings of the study are based on the information collected from the sample, so they cannot be generalized.Retailers usually favor the brands which gives them high margin, so the response may not be fully reliable.Time is the biggest constraint because this study is carried out only for 3 months.

FINDINGSThe majority of 75% of the respondents are male.The majority of 80% of the respondents are unmarried.The majority of 40% of the respondents have completed their UG course.The majority of 35% of the respondents are under the age group of 21-30 years.The majority of 35% of the respondents are having the experience between 11 and 15 years.The majority of 34% of the respondents are earning the salary of 10001-15000.

The majority of 30% of the respondents are using the product of Emission control product.The majority of 30% of the respondents are using the ride control product on Monroe.The majority of 40% of the respondents are using Emission control product on Fonos.The majority of 38% of the respondents said that definitely they are not purchasing the same product.The majority of 30% of the respondents are purchasing products and services are probably.

STATISTICAL TOOL ANALYSIS

Chi-square Test:the researcher found that there is significant relationship between Salary and Rate the AttributesAnova: The calculated value is lesser than the table value between the factor (1.09< 3.26), and the age (0.94