Effectiveness of Sales Promotion in Influencing Consumer Behaviour at Maruti Suzuki Arena, Nagercoil

Abstract

This study examines the effectiveness of sales promotions in influencing consumer behaviour at Maruti Suzuki Arena Nagercoil within the Indian automobile sector. The research focuses on evaluating how promotional tools such as price discounts, exchange offers, festive campaigns, and finance schemes impact customer purchase decisions. A descriptive research design was adopted, and primary data was collected from 156 respondents using a structured questionnaire. Statistical tools including Chi-square test, One Sample T-test, correlation, and regression analysis were applied for data analysis. The findings reveal that sales promotions have a statistically significant impact on consumer behaviour, with a moderate to strong positive relationship observed between promotional activities and purchase decisions. The study also indicates that sales promotions are effective across different income groups and customer segments. Overall, the research concludes that sales promotion is a powerful marketing strategy that enhances customer interest, purchase intention, and sales performance in the automobile industry.