Upload
kunal-hajare
View
227
Download
0
Embed Size (px)
Citation preview
8/19/2019 Sip Kubota
1/54
CHAPTER 1
EXECUTIVE SUMMERY
Page | 1
8/19/2019 Sip Kubota
2/54
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&'
Page | 5
8/19/2019 Sip Kubota
3/54
CHAPTER %&R'A(I)ATI&(A* PR&+I*E
Page | 6
8/19/2019 Sip Kubota
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
Page | 8
8/19/2019 Sip Kubota
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
Page | 9
8/19/2019 Sip Kubota
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
Page | :
8/19/2019 Sip Kubota
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
Page | >
8/19/2019 Sip Kubota
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
Page | ?
8/19/2019 Sip Kubota
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
Page | 7
8/19/2019 Sip Kubota
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
8/19/2019 Sip Kubota
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(
Page | 11
8/19/2019 Sip Kubota
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.
8/19/2019 Sip Kubota
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
8/19/2019 Sip Kubota
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'
Page | 18
8/19/2019 Sip Kubota
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&
8/19/2019 Sip Kubota
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$0 o&
8/19/2019 Sip Kubota
17/54
Page | 1>
8/19/2019 Sip Kubota
18/54
Thi) little %a)ter A511N NARRO
8/19/2019 Sip Kubota
19/54
Page | 17
8/19/2019 Sip Kubota
20/54
Page | 5;
8/19/2019 Sip Kubota
21/54
*ITERATURE REVIE/
Theo$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$ied )po&)or0
Page | 51
8/19/2019 Sip Kubota
22/54
Sales P$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$$ort) that are de)ig&ed to ha,e a& i%%ediate i%pact o& )ale)0 Sale)
pro%otio& i) %edia a&d &o&%edia %ar+eti&g co%%*&icatio&) e%plo'ed $or a pre
deter%i&ed- li%ited ti%e to i&crea)e co&)*%er de%a&d- )ti%*late %ar+et de%a&d or
i%pro,e prod*ct a,aila.ilit'0
Ea#les include2
• co*po&)
• di)co*&t) a&d )ale)
• co&te)t)
• poi&t o$ p*rcha)e di)pla')
• re.ate)
8/19/2019 Sip Kubota
23/54
Sale) pro%otio& ca& .e directed at either the c*)to%er- o(& )ale) )ta$$- 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&*$act*rer) to adj*)t to )hort ter% ,ariatio& i& )*ppl' a&d de%a&d
• Pro%ote greater co&)*%er price a(are&e))0
Page | 56
8/19/2019 Sip Kubota
24/54
TYPES &+ SA*ES PR&M&TI&( +&R ,U
8/19/2019 Sip Kubota
25/54
8/19/2019 Sip Kubota
26/54
CHAPTER 5
&UT*I(E &+ PR&
8/19/2019 Sip Kubota
27/54
&UT*I(E &+ PR&
8/19/2019 Sip Kubota
28/54
CHAPTER 7
RESEARCH METH&0&*&'Y ? 0ATA A(A*YSIS
? I(TERPRETATI&(
Page | 5?
8/19/2019 Sip Kubota
29/54
RESEARCH METH&0&*&'Y
Ma&ager) &eed i&$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-
8/19/2019 Sip Kubota
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)- $oc*) gro*p)- a&d ca)e )t*die)0
Page | 6;
8/19/2019 Sip Kubota
31/54
E4plorator' re)earch ca& .e per$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
8/19/2019 Sip Kubota
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 "$ae algao& a&d &ear.' area
Sa#le si!e4 There are 9; re)po&de&t)0
Page | 65
8/19/2019 Sip Kubota
33/54
0ATA A(A*YSIS
Analysis o" sales #$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
8/19/2019 Sip Kubota
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
8/19/2019 Sip Kubota
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 $re3*e&tl'0
Page | 69
8/19/2019 Sip Kubota
36/54
7. Reason "o$ 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:
8/19/2019 Sip Kubota
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; $or oardi&g) a&d &e()paper0
Page | 6>
8/19/2019 Sip Kubota
38/54
Inte$#$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?
8/19/2019 Sip Kubota
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
8/19/2019 Sip Kubota
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 $or p*rcha)e "*.ota tractor0
Page | 8;
8/19/2019 Sip Kubota
41/54
. Rate the Att$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
8/19/2019 Sip Kubota
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
8/19/2019 Sip Kubota
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) $ro% dealer .
Page | 86
8/19/2019 Sip Kubota
44/54
1%> Custoe$ 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$ter )ale) )er,ice i)
AERA@E
Ne( prod*ct i)
@OOD
5
Mahi&dra
A$ter )ale) )er,ice i)
EKCELLENT
Ne( prod*ct i)
OUTSTANDIN@
6
"*.ota
A$ter )ale) )er,ice i)
AERA@E
Ne( prod*ct i)
@OOD
8
Ne( olla&d
A$ter )ale) )er,ice i)
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
8/19/2019 Sip Kubota
45/54
CHAPTER 8
ACTIVITY CHART
ACTIVITY CHART
Page | 89
8/19/2019 Sip Kubota
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))$*ll'
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
/ee- % To ,i)it all c*)to%er (ho
P*rcha)e "*.ota tractor
algao& a&d &ear.'
,illage)
Achie,ed
)*cce))$*ll'
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
/ee- 5 To ,i)it all c*)to%er (ho
P*rcha)e "*.ota tractor
algao& a&d &ear.'
,illage)
Achie,ed
)*cce))$*ll'
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
/ee- 7 To ,i)it all c*)to%er (ho
P*rcha)e "*.ota tractor
algao& a&d &ear.'
,illage)
Achie,ed
)*cce))$*ll'
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
/ee- 8 To ,i)it all c*)to%er (ho
P*rcha)e "*.ota tractor
algao& a&d &ear.'
,illage)
Achie,ed
)*cce))$*ll'
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
/ee- To ,i)it all c*)to%er (ho
P*rcha)e "*.ota tractor
algao& a&d &ear.'
,illage)
Achie,ed
)*cce))$*ll'
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
/ee- F To ,i)it all c*)to%er (ho
P*rcha)e "*.ota tractor
algao& a&d &ear.'
,illage)
Achie,ed
)*cce))$*ll'
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
/ee- G To ,i)it all c*)to%er (ho
P*rcha)e "*.ota tractor
algao& a&d &ear.'
,illage)
Partiall'
Achie,ed
i)ited 1 ,illage per da'
a&d recorded the re)po&)e
o& "*.ota tractor0
Page | 8:
8/19/2019 Sip Kubota
47/54
CHAPTER ,EY *EAR(I('
,EY *EAR(I('
I lear& a lot o$ 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>
8/19/2019 Sip Kubota
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$$ice eti3*ette)-
%eeti&g eti3*ette)- telepho&e eti3*ette)- pre)e&tatio& eti3*ette)- c*)to%er i&teractio&
eti3*ette)- ti%e %a&age%e&t a&d %ai&tai&i&g a health' relatio&)hip (ith the co%pa&'
a&d it) c*)to%er)0
• I *&der)tood the "*.ota tractor $eat*re) a&d 3*alit' a&d it) per$or%a&ce i&
%ar+et0
• I *&der)tood the co%pa&'J) )er,ice) a&d o,erall co%pa&ie) %ar+et i& that
jalgao& area0
• I *&der)tood practical +&o(ledge a.o*t )ale) pro%otio&)0
• I *&der)tood the ,ario*) ad,erti)e%e&t) (hich are *)e i& $ield0
• I *&der)tood ho( to directl' i&teract (ith the c*)to%er i& $ace to $ace )ale)
pro%otio& acti,it'0
• I *&der)tood ho( to co&,i&ce to the c*)to%er $or p*rcha)e the prod*ct)
thro*gh the )ale) pro%otio&0
• I *&der)tood ho( to attract to the c*)to%er thro*gh ,ario*) )ale) pro%otio&)
acti,it'0
Page | 8?
8/19/2019 Sip Kubota
49/54
CHAPTER F
C&(TRI
8/19/2019 Sip Kubota
50/54
•
8/19/2019 Sip Kubota
51/54
CHAPTER G
RE+ERE(CE ? APPE(0IX: UESTI&((AIRE
? /E< SITE 0ETAI*
Re"e$ence ? A##endi: uestionnai$e ? we9 site detail
Mar+eti&g Ma&age%e&t Philip "otler0
Mar+eti&g Ma&age%e&t Dr0 Raja& Sa4e&a0
Re)earch Methodolog' C R "othari0
/e9sites24
www.-u9ota.co.in
Page | 91
http://www.kubota.co.in/http://www.kubota.co.in/
8/19/2019 Sip Kubota
52/54
www.-u9ota.co
www.google.co
www.wi-i#edia.co
uestionnai$es
1> (ae 2
%> Age 25> Educational Status 2
8 Add$ess H
9 &ccu#ation H a !ar%er V W . Other V W
: Annual Incoe H a #elo( 8;;;; V W
10 . 81;;;?;;;; V W
50 c ?1;;;11;;;; V W
60 d 111;;; a&d a.o,e V W
F> A$e you awa$e o" ,u9ota t$acto$s Yes o$ (o@
a0 aYe) .No
Page | 95
http://www.kubota.com/http://www.google.com/http://www.wikipedia.com/http://www.kubota.com/http://www.google.com/http://www.wikipedia.com/
8/19/2019 Sip Kubota
53/54
G> /hich t$acto$ do you own@
dNe( olla&d
7 0o you "$e;uently 6isit ,u9ota T$acto$@
a0 Ye)
.0 No
1; Reason "o$ you$ 6isit@
a0 Pro%otio&al O$$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@
Page | 96
aS(araj .Mahi&dra c"*.ota
8/19/2019 Sip Kubota
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