Examining the Influence of Sales Promotions on Car Purchase Intentions: A Study

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Dr K Ramesh Babu

Examining the Influence of Sales Promotions on Car Purchase Intentions: A Study

Authors: Dr K Ramesh Babu

Unique Paper ID: 177158
Volume: 11
Issue: 12
PageNo: 1306-1319

Keywords: Sales promotions Automobile industry Purchase intentions consumer decisions

Abstract:
Sales promotions have become a critical tool in influencing consumer behavior, especially in highly competitive markets like the automobile industry. This study aims to examine the impact of various sales promotional strategies such as cash discounts, free accessories, extended warranties, and low-interest financing on consumers' car purchase intentions. Using a quantitative research approach, data was collected from 100 potential car buyers through structured questionnaires. The findings reveal that sales promotions significantly enhance purchase intentions, with monetary incentives having the most pronounced effect. Moreover, non-monetary promotions, such as value-added services and limited-time offers, also play a substantial role in shaping consumer decisions. The study highlights the importance for automobile marketers to design targeted promotional strategies that not only attract attention but also convert interest into actual purchases. The insights gained offer valuable implications for sales and marketing professionals in the automotive sector seeking to optimize their promotional efforts.

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Cite This Article

ISSN: 2349-6002
Volume: 11
Issue: 12
PageNo: 1306-1319

Examining the Influence of Sales Promotions on Car Purchase Intentions: A Study

Available:https://ijirt.org/article?manuscript=177158

Impact Factor
8.01 (Year 2024)

UGC Approved
Journal no 47859

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