A Study On Advertising and Sales Promotion Strategies

REPORT ON
“ A STUDY ON ADVERTISING AND SALES PROMOTION STRATEGIES”

AT
I YAMAHA , TC PALYA
Submitted in partial fulfilment of the requirement for the award of the degree in
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
ABHISHEK SEN
(REG NO: MB201402)
PROJECT GUIDE
Dr. CHOWDAPPA
SEA College of Science, Commerce & Arts
Submitted to
BENGALURU NORTH UNIVERSITY
Bangalore
SRI DEVRAJ URS EXTENSION

Tamaka , Kolar , Behind S.P. Office
Karnataka 563103
DECLARATION
I, ABHISHEK SEN Register Number “MB201402” hereby declare that

dissertation titled as “A STUDY ON ADVERTISING AND SALES
PROMOTION STRATEGIES OF I YAMAHA AT TC PALYA” is my original
work under the guidance of Dr.CHOWDAPPA (Project Guide) towards
the partial fulfillment of the requirement for the Master of Business
Administration of Bengaluru North University. This has not been
submitted earlier for the award of any degree/diploma in Bengaluru
North University or any other university
Date:
Place: Bangalore
ABHISHEK SEN
GUIDE CERTIFICATE
This is to certify that the content of this project entitled,

“A STUDY ON ADVERTISING AND SALES PROMOTION STRATEGIES AT I
YAMAHA ,TC PALYA” by ABHISHEK SEN Register Number “MB201402” is a
bonafide work submitted to Bengaluru North University, Bengaluru for
consideration in partial fullfillment of the requirement of the Master’s Degree
in Commerce.
The Original research work was carried out by student under my supervision in
the academic year 2021-2022. On the basis of the declaration made by
student, I recommend this project report for evaluation.
CERTIFIED BY
Dr. CHOWDAPPA
ACKNOWLEDGEMENT
The successful completion of task would be incomplete without the mention of people who
made it possible, who constant guidance and encouragement helped our efforts thus
leading to success.
I express my sincere gratitude to ‘DR. T N MUTHEGOWDA”, principal of SEA COLLEGE OF

SCIENCE, COMMERCE, AND ARTS’ for providing with excellent infrastructure and an un
ending encouragement that has made our project work to success.
I express my sincere gratitude and my guide to ‘ Dr. CHOWDAPPA ’ of SEA COLLEGE OF
SCIENCE, COMMERCE, AND ARTS encouragement that has made our project work to
success.
I would like to extend my gratitude to entire faculty members of ‘SEA COLLEGE OF SCIENCE,
COMMERCE, AND ARTS’ for being with us out at all times. I finally thank all those who
helped directly or indirectly for success of my project. Last but not the list; I would sincerely
express my gratitude to all my FACULTIES AND PARENTS for encouraging and making my
work experience justified and successful.
Date:
Place: Bangalore
ABHISHEK SEN
TABLE OF CONTENTS
CHAPTER NO. PARTICULARS PAGE NO.

1. INTRODUCTION 1- 8
2. REVIEW OF LITERATURE 9-17
3. RESEARCH DESIGN 18-21
4. COMPANY PROFILE 22-23
5. DATA ANALYSIS AND INTERPRETATION 24-41
6. MAJOR FINDINGS,SUGGESTIONS AND 42-46
CONCLUSIONS
DISSERTATION PROGRESS REPORT
BIBLIOGRAPHY
ANNEXURE
LIST OF TABLE
TABLE Description PAGE

NO. NO.
5.1 Table showing did you own Yamaha vehicle ? 25
5.2 Table showing the purpose of Yamaha motorcycle bike 26
5.3 Table showing opinion about price policy of Yamaha vehicle 27
5.4 Table showing reason for changing from another vehicle to 28
Yamaha vehicle
5.5 Table showing what made you to purchase Yamaha vehicle 29
5.6 Table showing type of advertising preferred 31
5.7 Table showing have you come across any ads of I Yamaha in 32
newspaper?
5.8 Table showing which newspaper you prefer reading? 33
5.9 Table showing what type of outdoor advertising you found 34
attractive
5.10 Table showing awareness of direct advert. By telephone 35
carried by I Yamaha
5.11 Table showing which type of print media do you prefer ? 36
5.12 Table showing advert. With brand ambassador is more 37
influential
5.13 Table showing does advertisement provide sufficient info 38
about vehicle
5.14 Table showing the aware of sales promotion activity before 39
purchase
5.15 Table showing which type of sale promotion adopted by I 40
Yamaha do you like?
LIST OF CHART
CHART Description PAGE

NO. NO.
5.1 Chart showing did you own Yamaha vehicle ? 25
5.2 Chart showing the purpose of Yamaha motorcycle bike 26
5.3 Chart showing opinion about price policy of Yamaha vehicle 27
5.4 Chart showing reason for changing from another vehicle to 28
Yamaha vehicle
5.5 Chart showing what made you to purchase Yamaha vehicle 29
5.6 Chart showing type of advertising preferred 31
5.7 Chart showing have you come across any ads of I Yamaha in 32
newspaper?
5.8 Chart showing which newspaper you prefer reading? 33
5.9 Chart showing what type of outdoor advertising you found 34
attractive
5.10 Chart showing awareness of direct advert. By telephone 35
carried by I Yamaha
5.11 Chart showing which type of print media do you prefer ? 36
5.12 Chart showing advert. With brand ambassador is more 37
influential
5.13 Chart showing does advertisement provide sufficient info 38
about vehicle
5.14 Chart showing the aware of sales promotion activity before 39
purchase
5.15 Chart showing which type of sale promotion adopted by I 40
Yamaha do you like?
“A STUDY ON ADVERTISING AND SALES PROMOTION STRATEGIES AT I YAMAHA”
A STUDY ON ADVERTISING AND SALES PROMOTION

STRATEGIES OF I YAMAHA AT TC PALYA
CHAPTER 1
INTRODUCTION
1.1 Introduction on automobile industry :

The Indian automotive business consists of 5 segments; industrial vehicles; multi-utility
vehicles and rider cars; two-wheelers; three-wheeler; and Tractors. With 5,822,963 units
sold in domestic market and 453,591units exported throughout the primary 9 months of
FY2005 (9MFY2005), the business marked a growth of Revolutionary Organization 17
November over the corresponding previous. The two-wheeler sales have witnessed a
spectacular growth from last 5 years it additionally increasing our country GNP moreover
as increasing in export level. additional of foreign firms are coming back to owing to
availableness of resources in forever.
1.1.1 Ancillary Industry:

The motor vehicle appurtenant business of Asian nation is poised for ascent within the
returning years. From a current turnover of over US$ seventy-five billion, the business is
predicted to the touch level of US$ a hundred and sixty billion by 2020. The hub of tiny
automobile manufacture- Asian nation, is probably going to be the third largest
marketplace for lightweight vehicles (cars and LCVs) by 2020, once production ought to
bit the fifteen million marks from the amount of four.4 million in 2015. throughout 2016-
17, exports of cars from Asian nation have touched a figure of five.9 million registering a
SEA COLLEGE OF SCIENCE , COMMERCE & ARTS 1

growth of half-hour.
1.1.2 Demand Factors:

The macro-economic demand parameters that drive vehicles sales include:
* A want for price effective personal transport.
* Rising per capita financial gain and income.
* Availability and value of finance.
* Inflationary expectations.
* Fluctuations in fuel costs.
* Wider accessibility of varied models with improved product options.
Of these, the per capita financial gain level of households may be a key driver of long
demand for two-wheeler.
1.1.3 Domestic volume growth in 2016-17 slowest in last four years in two-
wheeler industry:
The household bike business recorded deals volume of 13.8 million units in 2016-17, a
development of 2.9% over the earlier year. This pace of broadening was impressively
slower than the 13.7% volume CAGR signify by the business inside the most recent 5
years. within the past India‘s per capita real gross domestic product growth at 8.6%
(CAGR) over the six-year amount 2015-2016 had contributed considerably towards
raising the quality of living of households, that successively had been one amongst the
key derives of growth for the countries industry. however over 2015-16 and 2016-17,
inflationary conditions, firm interest rates, rising gas costs similarly as weak monsoons
adversely compact disposable incomes inflicting a consumption squeeze over the long
run, the trend in rising two-wheeler penetration in households within the available
financial gain phase is a new concern implying difficultly in sustaining penetrationdriven
growth over an extended time horizon.

1.1.4 Rapid demand for 100cc segment motorcycles weighs down industry
growth:
The declaration in sales volume growth of domestic two-wheeler business in 2017-18
was for the most part as a result of the motorcycles section that grew up by 0.1% over the
previous year, when the scooters section announces 14.2% enlargement throughout this
era, albeit on a smaller base. With this, the share of the scooters within the domestic
twowheeler business volumes augmented to 21.2% in 2017-18 from 17.5% in 2015-16. at
intervals the motorbike section, whereas the entry and government segments comprising
of 100cc bikes and therefore the premium segments comprising of >150cc bikes
knowledgeable anemic demand, the 125cc section (contribution of 2 hundredth to
domestic motorbike sales in 2016-17) was a positive outlier recording a volume growth
of twenty 6.0% in 2017-18, benefitting each from new model launches as conjointly the
trend in up-trading and down-trading from the individual lower and higher worth
performance segments.
1.1.5 Industry maintains pricing discipline; new product launches and market
share quest remain salient themes:
Amidst an atmosphere of loosening demand, the 2W OEMs still retreat from providing
discounts however on the contrary have undertaken 2 increments within the last six
months — worth increases of Rs. 300-4,000 undertaken in October 2016 and an extra
increment of Rs. 500-1,500 undertaken in Gregorian calendar month 2017. though choose
OEMs whereas launching new product have followed a penetrative rating strategy, the
'discounts' non-standard speech has remained amiss, not like the traveler vehicle business.
even so, the 2W OEMs are resorting to different sorts of supply-side push within the kind
of enticing finance schemes, discounts on insurance for restricted amount etc. The OEMs
had typically not resorted to those latter set of tools in 2013-14, 2015-16 and 2017-18 and
their come back to use as a promotional lever is indicative of the weak demand

conditions. The last year and has been marked by larger traction in new product launches
and concentrate on growth of client bit points by most 2W OEMs. In terms of market
share, whereas YAMAHA continues to stay the distant leader with a share of 42.9% in
2017-18, it saw its share erode by 221 basis points (bps) over the previous year. an
oversized a part of this market share set-back was caused by weakness in YAMAHA
sales volumes within the 100cc section, as the OEM swollen its market share in a number
of the opposite sections just like the comparatively quicker growing scooters section and
therefore the 125cc segment of bikes, by virtue of latest product launches. the opposite 2
leading Indian OEMs too, namely, Bajaj automotive vehicle and TVS Motor old decline
within their various share in the domestic 2W market in 2017-18.
YAMAHA, however, continued to demonstrate steady gains in market share across the
board and strong its market share from 14.9% in 2016- seventeen to 18.9% in 2017-18.
Over subsequent 2 years, an oversized range of latest model‘s square measure seemingly
to be introduced by varied 2W OEMs across segments. This, in AN atmosphere of weak
domestic demand, is probably going to form the OEMs' quest to expand volumes be
attended b), pressure on gain.
Overall, ICRA expects the domestic 2W business volumes stay flat in 2017-18 as demand
lag similarly as base result catches up with the business that has incontestable a healthy
volume growth over the last 3 years at accumulative annual rate (CAGR) of 13.8%. Over
the medium term, the 2W business is predicted to report a volume CAGR of 8-9% to
succeed in a size of 21-22 million units (domestic + exports) by 2019-20 (our longer-term
growth forecast remains at 9-11%), as we tend to believe the varied structural positives
related to the domestic 2W business together with favorable demographic profile,
moderate 2W penetration levels (in relevancy many different rising markets), underneath
developed conveyance system, growing urbanization, sturdy replacement demand and
moderate share of supported purchases stay intact as conjointly the massive chance
obtainable to grow presence in overseas markets, principally continent and geographical

1.2 Advertising media adopted by I YAMAHA:

1. Print Media: This being oldest sort of advertising, publicize pay more cash on
magazines like sport star, Republic of India these days, and a few motorcar
mobile magazines like automotive and bike international and auto journals, etc.
I YAMAHA pay nearly Rs. 15,000-20,000 on the newspaper
advertising. The I YAMAHA advertising in the following paper
they are,
a. Vijaya Karnataka
b. Adds of Bangalore
2. Television: Television is that the best media for the complete product, there's no
higher media then TV. The financial gain cluster and reaches folks within the
market at a similar time and so modify for a large market. The channels that
advertise the YAMAHA bike product are star TV, Sony, ESPN, and others, in
most the channels, the promotional material may be viewed, however the I YAMAHA
advertise solely on native channel that's, town channel and
metropolis Channel.
3. Outdoor advertising: this is often one amongst the oldest sorts of advertising.
this sort of advertising is finished in a very whole manner. this sort of advertising
may be seen in highways or junctions, that are engaging and fewer price.
However, I YAMAHA aren't ready to adopt all out of doors
media of advertising. It has adopted only two outdoor media they are
a. Poster: they're advertising messages written on papers and aforethought
on walls of metal shuts at distinguished location.
b. Neon signs: this could be additional helpful as a result of its engaging due

to its illumination and its catches the eye of the consumers with a color
catchy locution.
4. Direct advertisement by telephone: Here the publicize appearance in to the

directory and in person telephone the persons and take a look at to advertise their
product and win over them to a minimum of visit the saleroom promptly .
5. Road show: this is often a recent form of advertising undertaken by the two wheeler
manufacturer and dealers. Here the two-wheeler is taken in associate
open tempo or lorry and a few folks drive the vehicles and demonstration is being
shown to the general public that itself is sort of effective .
1.3 Sales promotions adopted by I YAMAHA:

In order to face this competitive business world, the showroom adopts certain sales
promotion
methods like:
1. Demonstration: so as to draw in customers, the showrooms choose sure skilled

drivers who are capable of exploitation the vehicles altogether its activities and
maneuver ability within the presence of the shoppers.
2. Free service campaign: So as to push the vehicles and improve the image of the
saleroom, it oilers free medical exam of its service engineers. By waiting these services, the
vehicles can continuously be in an exceedingly fitness.
3. Mass customer contact programme: From time to time the saleroom, arranges
client contact programs. This program may be a meeting between house owners
and users of YAMAHA bike vehicles. This meeting helps in sharing their views
in relations to the performances of the vehicles and that they also can provide

suggestions so as to enhance the services of the corporate.
4. Discounts: It gives a temporary discount to consumers

5. Exhibitions: The saleroom additionally participates in exhibitions at native, state
and national level,
6. Promotion slogans: The showroom additionally uses sure promotional slogans to

push its merchandise.
In order to evaluate the sales promotion methods, the company follows the methods of;
.Direct contact with customers‘ desires satisfaction marketing approach.
.Meeting with owner of different vehicles.
Since the on top of strategies are giving sensible results the saleroom has no intention of
adjusting these promotional tools within the close to future.
Thus, the saleroom by following on top of commercial technique enhance its image,
promote its product within the town.
According to the MD of the company,

The commercial activity of the showroom is geared toward informing the general public
during this a part of the town that what they need is accessible at factor sill and also the
I YAMAHA has shown a substantial growth over passing years
1.4 Objectives of the Study

1. To know the importance and effectiveness of advertising and sales promotion.
2. To study the various advertising media adopted by I Yamaha
3. To identify the areas of shortcoming in advertisement process of I Yamaha.
4. To suggest remedial measures to overcome from such shortcomings.
5. To gain an understanding of two-wheeler motorcycle industry in India.

1.5 Limitations of The Study:

 1.The main limitation is this study is applied to the I YAMAHA only.
 2. The study is limited to advertising and sales promotion strategy of I YAMAHA .
 3. I YAMAHA is just a distribution point or dealership agreement. So,most of the advertising and
sales promotion activities are planned and implemented by the YAMAHA0Motorcycle India Pvt Ltd.

CHAPTER 2
REVIEW OF LITERATURE
2.1 MEANING OF LITERATURE REVIEW :

Literature reviews have the following definition: It’s a list of all the sources you have
used while writing something. It can be everything: books, website links, journals –
literally any source of information. It’s mostly done in coursework and research
papers by students in universities. That helps to clarify the research data, as well as
to ensure that the researcher uses checked and accurate data.
But the true literature review meaning is much more profound. It’s not just a mere list
of all used sources. It is a collection of reports to professionals, who need to stay
always updated. And to scholars, it is a mark that signifies a writer’s credibility and
shows how experienced he is in his particular field. You don’t only show that you
used information from those sources, but it also indicates that you stay up to date
with the discipline and that you’re interested in it.
2.2 Types of Literature Review :

There are many types of literature review. The choice of a specific type depends on
your research approach and design. The following types of literature review are the
most popular in business studies:
Narrative literature review, also referred to as traditional literature review, critiques

literature and summarizes the body of a literature. Narrative review also draws
conclusions about the topic and identifies gaps or inconsistencies in a body of
knowledge. You need to have a sufficiently focused research question to conduct a
narrative literature review
Systematic literature review requires more rigorous and well-defined approach

compared to most other types of literature review. Systematic literature review is
comprehensive and details the timeframe within which the literature was selected.
Systematic literature review can be divided into two categories: meta-analysis and
meta-synthesis.

When you conduct meta-analysis you take findings from several studies on the same
subject and analyze these using standardized statistical procedures. In meta-
analysis patterns and relationships are detected and conclusions are drawn. Meta-
analysis is associated with deductive research approach.
Meta-synthesis, on the other hand, is based on non-statistical techniques. This

technique integrates, evaluates and interprets findings of multiple qualitative
research studies. Meta-synthesis literature review is conducted usually when
following inductive research approach.
Scoping literature review, as implied by its name is used to identify the scope or
coverage of a body of literature on a given topic. It has been noted that “scoping
reviews are useful for examining emerging evidence when it is still unclear what
other, more specific questions can be posed and valuably addressed by a more
precise systematic review.” The main difference between systematic and scoping
types of literature review is that, systematic literature review is conducted to find
answer to more specific research questions, whereas scoping literature review is
conducted to explore more general research question.
Argumentative literature review, as the name implies, examines literature

selectively in order to support or refute an argument, deeply imbedded assumption,
or philosophical problem already established in the literature. It should be noted that
a potential for bias is a major shortcoming associated with argumentative literature
review.
Integrative literature review reviews, critiques, and synthesizes secondary data

about research topic in an integrated way such that new frameworks and
perspectives on the topic are generated. If your research does not involve primary
data collection and data analysis, then using integrative literature review will be your
only option.
Theoretical literature review focuses on a pool of theory that has accumulated in

regard to an issue, concept, theory, phenomena. Theoretical literature reviews play
an instrumental role in establishing what theories already exist, the relationships
between them, to what degree existing theories have been investigated, and to
develop new hypotheses to be tested.

2.3 Review of Literature:

Begona alvarze, Rodolfo Vazquez Casielles, (2005) "Consumer evaluation of sales
promotion: the effect on brand choice", European journal of Marketing, this study
evidences the influence that commercial has on whole alternative behavior. institution
would like to influence Consumers' shopping for behavior, and so they launch robust
promotional campaigns or introduce changes in their value polices, among alternative
actions. however, they're not continually capable of achieving their goal, since, though
they will reach their objective within the short term, once the long term is taken into
account their area unit undesirable shopper actions.
George S. Low, Jakki J. Mohr, (2000) "advertising vs. sales promotion: a brand
management perspective", Journal of product & brand Management, whole
managers in foodstuff company‘s area unit besieged it will increase or maintain high
commercial outlay at the expense of media advertising. This study investigates the
antecedents and outcomes of name managers' advertising and commercial budget
allocation by adopting, a delimited rationally perspective. supported survey information
collected from one hundred sixty-five whole managers in USA, higher advertising (vs.
sales promotion) allocation area unit associated with: single, comparatively pricy wholes
within the early phases of the merchandise life cycle; and seasoned brand managers
United Nations agency area unit subject to less retail influence. Also, whole with higher
budget allocations to advertising, relative to commercial, tend to own a lot of favorable
shopper attitudes, stronger whole equity, and better market share will increase and
profits. social control implications and area unites for future study are mentioned.
Wiley Subscription services, (6 SEP 2006) “measuring purchase- decision

involvement” Purchase-decision involvement is distinguished from product-class
involvement. Literature on shopper involvement is shown to lacking a live of purchase

involvement. Therefore, a scale of' purchase call involvement is developed. 2 empirical

studies are delineating and are shown to furnish tests of focused and discriminate
validities. The Individual things of the projected scale Ate expressly embedded within the
purchase call context, and also the scale is straightforward and stingy, creating particularly
helpful to practitioners.
Cargun, Brian John, (06/30/1998), "automatic sales promotion selection system and
method" an automatic advertisement choice system uses neural networks to spot,
promising sale promotions supported recent client purchases. The system includes a
client info device that receives client knowledge concerning client purchase of things
from a listing of things, a central process unit having an advertisement neural network
and a robust unit containing a plurality of item identifiers comprising potential client
purchase of extra things from the inventory, whereby the sales chance, neural network
responds to client knowledge received from the client info de‗ ice b determinant if one or
a lot of the item identifiers within the storage unit corresponds to associate item believe
to be purchased by one in all the shoppers, associated an output device that receives the
item identifiers of the doubtless purchases determined by the sale promotion neural
network and produces an advertisement concerning a minimum of one in all the item
identifiers.
Elizabeth A. Gilpin M.S., John P. Pierce PhD, (Jan 1997), are adolescents receptive
to current sales Promotion practices of the tobacco industry'?" during this article the
tobacco industry is that the portion of its selling take into account advertisement to $2.5
billion in 1993. though it claims to not target those beneath age eighteen years, it's vital to
see the extent to, that adolescents are affected as participation cause smoking initiation.
Vecchio, Del, Devon et.al. (2006) report the consequences of the investigation, which
analyzed the impact of offers advancement on mark inclination through Metaexamination.
Aftereffects of fifty-one examinations had been coordinated. According to the examination
advertisements don't affect post advancement entire inclinations ordinarily. in any case,
tons of commercial and furthermore the advanced item, advancement will either increment
or reduction inclination for an entirety.

Ndubisi, Oly, Nelson and Moi, Tung, Chiew (2005) in their study evaluated the
impact of sales promotional tools, particularly coupon, worth markdown, free example,
reward pack, and in-store appear, on item trial and repurchase conduct of clients. The
control part of worry of losing face on the connection between the deals limited time
devices and items trial was moreover analyzed. The aftereffects of study demonstrate that
value rebates, free examples, extra packs, and in-store indicate are identified with item
trial. Coupon doesn't have any critical effect on item trial. Trial decides repurchase
conduct and moreover intervenes inside the connection amongst ads and repurchase.
worry of losing face impressively directs the connection between in-store show and items
trial.
Kumar, V. and Swaminathan, Srinivasan (2005) ' examined the effect of coupons on
total deal and the way that effect rots over the lifetime of the coupon. The creators utilize
a monetary science model to exhibit the coupon affect as far as identical decline,
represent coupon affect after some time, empower illation of coupon impacts once
retailers consider to twofold or triple the coupon worth and supply every self-coupon and
cross-coupon versatilities at totally extraordinary levels of total. Results demonstrate that
the effect of multiplying the face worth of coupon end in finished a proportionate
increment in snap and every self and cross-coupon flexibilities square measure a great
deal of littler in greatness than the normal self-cross worth snap.
Laroche, Michel et.al. (2005) ' studied the impact of coupons on consumer's complete
categorization and selection method exploitation fast-food restaurants in China. Results
recommend that their square measure each direct and cross advertising effects i.e., the
presence of a coupon for a focal complete has a sway on consumer's attitudes and
intentions towards that complete.

Soman, Dilip and Gourville, T. John (2001) examined be that as it may and why
worth
packaging affect the utilization of an administration-based item respect a donning
occasion or a theater execution. The aftereffects of the examination demonstrated that
value packaging brings about a decoupling of the improved the situation esteem and
incomplete edges of a gathering activity there by lessening the shot of downstream
utilization.
Smith, F. Michael and Sinha, Indrajit (2000) analyzed the association between
contrasting sorts of advancements (straight worth advancement, additional item or
volume advancement and blended advancement) crosswise over four basic supply item
classes predominant independently for the effect of 2 classification based anodyne
elements viz. item stock-up qualities and record. Results demonstrated that a lion's share
of clients most prevalent blended advancements; kind of advancements will impact store
inclination (with worth and volume advancements having the best impact). clients
typically most mainstream worth advancement for higher valued item classes and that
they most well-known volume advancements for bring down estimated classes.
Ailawadi, L. Kusum and Nelsin, A Scott (1998) by trial and error incontestable the
existence of versatile consumption rate in foodstuff product, however this development
may be sculptural and its importance in assessing the effectiveness of advertisement.
Results of their study show that advertisement will increase consumption owing to higher
usage rate and reposting.
Mela, F. Carl. et.al. (1997) examined the long-term effect of promotion and
advertising on consumer's brand choice behavior. examined the long-run result of
promotion and advertising on consumer's whole alternative behavior. They self-addressed
2 questions: one. Do shoppers reply to selling combine variables cherish worth changes

over an extended amount of time? a pair of. If yes, area unit these modifications related to
change in manufacturer's advertising and retailer's promotional policies? Their results
area unit according to the hypothesis that customers become additional worth and
promotion sensitive over time owing to reduced advertising and exaggerated promotions.
Gould, W. Brim (1997) in his study, in his study, targeted on the dynamics of the buyer
purchase method and examined the result of coupon-based worth deals on repose
purchase times. He used political economy models of period to a formally purchased food
goods, cheese. Results recommended that use of coupon ends up in reduced interpurchase
time for all styles of cheese product.
Sethuraman, Raj (1996) developed a Separate result Model that separates the overall
discount result of competitive costly whole on the sale of the focal affordable brands in to
discount result. Findings from empirical analysis is that the leading national whole will
draw sales from competitive brands while not reducing its worth below the worth of
different brands
Jefii-y, J. and Mc. Alister, Leigh (1994) tried the theory that coupon recoveries
territory
unit most noteworthy inside the periods forthwith following the coupon drop and decay
monotonically. According to the investigation the speculation was rejected and it totally
was very much attempted that lapse dates actuate a moment mode inside the reclamation
design essentially before the termination dates.
Grover, Rajiv and Srinivasan, V. (1992) investigated the multiple effect of retail
promotion on brand loyal and brand switching segment of consumer. explored the
various aftereffect of retail advancement on entire steadfast and entire move area of

customer. They found that the market might be described by entire steadfast area and
move segments; limited time variable effect sly affect fragment pieces of the pie, the
outcome being very surprising crosswise over sections; store share is said extensively to
special appeal of a store; the general limited time allure of the stock class has critical
current and slacked result on class volume and in this way the slacked impacts following
from customer buy increasing speed and stock-up last longer for entire faithful portions
than for move portions.
Kahn, E. Barbara and Loouise, A. Therse (1990) investigated however in-store worth
promotions have an effect on market share once the promotion is backward. They notice
that the results of promotion area unit contingent each the selection pattern of
subjectswhether or not or not subjects switch among brands- and therefore the
omnipresence of promotions during a product class. If just one whole is being promoted and
subject‘s area unit usually loyal to the last whole purchased, whole alternative likelihood
declines from pre-promotion levels once the promotion is withdrawn. However, if subjects
tend to modify among brands within the absence of promotion, or many brands area unit
being promoted, this decline is satisfied and/or doesn't occur
.
Guptha, Sunil (1988) explains how sales promotion affect consumer's purchase
decisions and thus the sale of a brand. clarifies anyway promotion affect shopper's buy
decisions and in this way the offer of an entirety. He contends that the aftereffect of an ad
might be analyzed by decaying the business knock all through the notice sum into deals
increment in view of entire move, buy time speeding up and stock spiel. The creator
arranged a method for such deterioration whereby entire deals territory unit considered
the aftereffects of customer call concerning once, what and the way a great deal of to
search for. The effect of advancing factors on these 3 customer decisions is caught by AN
Erlang-2 between buy time show, a multinomial logit model of name elective and a
collective logit model of procurement sum. The model's zone unit measurable with IRI
scanner board learning for typical ground periodic. The outcome shows that very

eightieth of the business increment in light of advancement comes fi-om entire move.
Buy speeding up in time represents less than 14 July of the business increment, while
stock spiel due to advancement might be an insignificant improvement representing less
than 2 hundredth of the business increment.
Kerin, A. Roger and Cron, L. William (1987) examined the commerce and non-selling
role of tradeshows and known selling and trade-show strategy connected variables that
have an effect on performance. in line with them the present measures area unit
inadequate for activity the effectiveness of tradeshows on commerce and non-selling
dimension
REASEARCH GAP :
AFTER OBSERVE AND STUDY OF MANY EARLIER RESEARCH EVIDENCE , NO SPECIFIC STUDY
HELD ON THE PRESENT A STUDY ON ADVERTISING AND SALES PROMOTION TECHNIQUE OF I
YAMAHA AT TC PALYA, BANGALORE.
HENCE TO FILL UP THE GAP I HAVE TAKEN THIS TITLE AS MY CURRENT RESEARCH TOPIC

CHAPTER 3
RESEARCH DESIGN
3.1 RESEARCH DESIGN :

A research design is the specification of methods and procedures for acquiring the
information needed. A research design is the arrangement of conditions for collection and
analysis data in a manner that aims to combine relevance to the research purpose with
economy in procedure
3.2 RESEARCH METHODOLOGY :

Research methodology is the systematic theoretical analysis of the methods applied to a
field of study, or the theoretical analysis of the body of methods and principles associated
with a branch of knowledge. It typically encompasses concepts such as paradigm,
theoretical model, phases and quantitative or qualitative techniques
3.3 RESEARCH MEANING :

Research as the manipulation of things, concepts of symbols for the purpose generalizing to
extend, correct and verify knowledge, whether that knowledge aids in construction of
theory or in the practice of an art
3.4 Statement of the Problem

Many methods of marketing can and are employed by businesses to gain a stronger hold
of their respective markets. Within the motorcycles business, with many of the major

competitors offering the similar products at the same or similar prices, it is necessary for
business to stand out from each other so that they can maximize profits. Various means of
marketing are employed to attract customer‘s and as promotion is both one of the major
forms of marketing and in some regards, one of the forms of promotion with the quickest
results, it is in the best interest of Two-Wheeler industry to understand the importance
and effectiveness of advertising and sales promotion.
This research study will analyze various advertising media adopted and
effectiveness of sales promotion of I YAMAHA. How I Yamaha has used promotions will be
the principal focus of this research
study. The product class taken for the study are all the two-wheelers of YAMAHA
motorcycles.
3.5 Hypotheses:
Hypotheses is couched according to the specific dependent and independent
variables which will be included in the analysis. The research hypotheses of
this study is as follows:
H0:0There is no significant difference between the advertising and sales

promotion strategies0.
H1:0There is a significant difference between the advertising and sales

promotion strategies.
3.6 Sampling:
Sampling is that the choice of a set (an applied mathematics sample) of people
from inside an applied mathematics population to estimate characteristics of the
complete population. In analysis terms a sample may be a cluster of individuals,
objects, or things that area unit taken from a bigger population for measure. The

sample ought to be representative of the population to confirm that we will

generalize the findings from the analysis sample to the population as a full.
3.6.1 Sample size

The sample for the study would be limited to 110 customers of I Yamaha.
Sample size determination is that the act of selecting the quantity of observations
or replicates to incorporate in a very applied mathematics sample. The sample
size is a crucial feature of any empirical study during which the goal is to create
inferences a few populations from a sample. In follow, the sample size utilized in
a study is decided supported the expense of knowledge assortment, and therefore
the ought to have spare applied mathematics power.
3.6.2 Sample Frame The list of that last 2 months (February & March, 2018)
advertising and sales promotion strategies, has been represented and tabulated. Graphical
tools like bar
diagrams, line graph, column graph & pie chart etc. has been used to illustrate the
tabulated.
3.6.3 Sampling technique

For this study, convenience sampling technique will be used.
Convenience sampling (also illustrious accidental sampling, or chance sampling)
may be a form of non-probability sampling that involves the sample being drawn
from that a part of the population that's getting ready to hand. Convenience
sampling will have its uses, particularly once you have to be compelled to conduct
a study quickly otherwise you are on a shoestring budget. it's additionally one in
every of the sole ways you'll use once you can‘t get a listing of all the members of
a population.

3.7 Tools for Data Collection:

Primary data:
Primary data will be collected from questionnaire and personal interview with the
customers of I YAMAHA. Essential information implies unique
information that has been gathered exceptionally for the reason at the top of the
priority list. It implies somebody gathered the information from the first source
direct. Information gathered along these lines is called essential information.
Secondary data:
Secondary data will be collected from company HR Service Manual, brochures,
internet, newspaper, website and company magazine. Optional information
alludes to information that was gathered by somebody other than the client.
Normal wellsprings of auxiliary information incorporate data gathered by
government divisions, hierarchical records and information that was initially
gathered for other research purposes.
3.8 CHAPTER SCHEME :

CHAPTER 1 – A BRIEF INTRODUCTION ON MEANING TYPES, FEATURES, IMPORTANCE OF
ADVERTISEMENT, OBJECTIVES AND LIMITATION OF STUDY
CHAPTER 2 – MEANING, TYPES OF REVIEW OF LITERATURE AND RESEARCH GAP
CHAPTER 3 – MEANING , METHODS OF RESEARCH DESIGN , DATA , TYPES , SAMPLING AND
CHAPTER SCHEMES
CHAPTER 4 – PROFILE OF COMPANY, A BRIEF INTRODUCTION ON COMPANY AND THERE
PRODUCT AND SERVICES
CHAPTER 5 – DATA ANALYSIS AND INTERPRETATION OF THE STUDY
CHAPTER 6 – MAJOR FINDINGS , RECOMMANDATIONS , REFERENCE

CHAPTER 4
COMPANY PROFILE
4.1 Profile of I YAMAHA:

I YAMAHA is the leading two-wheeler motor cycle show room in
TC PALYA Bangalore, it is a private enterprise established in the year 2002. The company
is engaged in selling of YAMAHA motorcycles & scooters and servicing of YAMAHA
motorcycles and scooters.
4.1.1 Infrastructure facilities:

I YAMAHA is managed by a bunch of proficient and educated team. a
number of the special options and facilities of I YAMAHA to the client
are: -
. Centrally settled with customized service
. Workshop equipped with preciseness instrument special tools and fashionable
instrumentality like balance table and economical electronic equipment diagnostic
gages.
. Dust free room
. Well-laid body repair division
. Factory trained persons
. Highest quality and economical service within the shortest time.

These are the square measure facilities provided by the I YAMAHA to

draw in the customers.
4.1.2 Vision and Mission:

Vision: I YAMAHA has been operating with both sales management
system and service management system.
Mission: I YAMAHA will strive hard to retain its place as one of the
premier Motorcycles and scooters selling companies in TC PALYA, Bangalore trough
sustained research and development and expansion of its operations in sales and services .
4.2 The Organization of I YAMAHA at Bangalore:

The product line of the corporate itself as a powerful effort because it offers a spread of
decisions for various functions. the corporate expands a rigorous advertising in its own
and together with different company. They additionally advertising that provide they
provide credit facility to shop for the bikes and additionally offer different schemes.
There square measure 2 tools of advertising additionally utilized by the corporate.
In general, I YAMAHA will nice advertising to make awareness and

arouse interest in to its vary of vehicles. They additionally perform effort aimed toward
popularizing itself within the town. because the approved dealers of YAMAHA bike
vehicles, the I YAMAHA consider newspaper, Hand bills and banner
advertising and appraise its advertising effectiveness through directly containing the users
of the vehicles, potential patrons and enquirers. in step with the officers of the
panopticon, this media of advertising and also the methodology of analysis have welltried
terribly no-hit to the showroom; therefore, there are not any plans to their agreement.

CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
5.1 Data Analysis:
The data collected for the study from various sources will be represented using
percentage and ranking method. Graphical tools like bar diagrams, pie charts
etc., will be used to illustrate the tabulated data pictorially. Inferences and
interpretation of the data will be done on the basis of tabulated data.
5.2 INTERPRETATION:
Interpretation is a way to explain the meaning of something. Thus data

Interpretation is the means to ‘explain’ , ‘understand’, ‘comprehend’ and
‘infer’ using a given set of facts,figure or statistics. It is also a search for
broader meaning of research findings.

Table-5.1 Calculating did you own YAMAHA vehicle?
Sl. No. YAMAHA Vehicle Respondents Percentage

1 YES 86 78.18
2 NO 24 21.81
TOTAL 110 100
Owning of yamaha vehichle
21.81
78.18
YES NO
Analysis and Interpretation: The above table and graph 5.1 indicates that most of the
respondents own a YAMAHA vehicle that is 86 respondents i.e 78.18% and only 24
respondents i.e 21.81% of the respondents own other vehicles.
Most of the respondents are having YAMAHA vehicle this is because, I met the
customers of I YAMAHA who is the dealers of YAMAHA vehicles.
Hence majority of the respondents will be having YAMAHA vehicle.

Table-5.2 Calculating the purpose of YAMAHA motorcycle bike?
Sl. No. Purpose of Yamaha Respondents Percentage

1 Official 63 57.27
2 Household 16 14.54
3 Anyother 12 10.90
4 Business 19 17.27
TOTAL 110 100
Purpose of Yamaha bike

70
60 57.27
50
40
30
20 17.27
14.54
10.9
10
0
Official Household Anyother Business
Analysis and Interpretation: The above table and Graph 5.2 indicates that most of the
respondents are using the bike for official purpose that is 63 respondents i.e 57.27%,
business 19 respondents i.e 17.27%, household 16 respondents i.e 14.54% and Anyother
12 respondents i.e 10.90%.
The above data shows that majority of the respondents are using the YAMAHA bike for
official purpose this is because most of the customers of I YAMAHA are
the officers working in an organization. And the other respondents are using the bike for

other purpose.
Table-5.3 calculating opinion about the price policy of YAMAHA vehicles.
Sl. No. Price of Yamaha Respondents Percentage

vehicle
1 Expensive 8 7.27
2 Cheap 10 9.1
3 Affordable 70 63.63
4 Economical 22 20
TOTAL 110 100
Price of Yamaha vehicle

70
63.63
60
50
40
30
20
20
9.1
10 7.27
0
Expensive Cheap Affordable Economical
Analysis and Interpretation: The above table and Graph 5.3 indicates that most of the
respondents are Affordable with the pricing policy of YAMAHA vehicles that is 70
respondents i.e 63.63%, Economical 22 respondents i.e 22%, cheap 10 respondents i.e
9.1% and Expensive only 8 respondents i.e 7.27%.
From this analysis we can say that the price of the YAMAHA vehicle is not much since
most of the respondents are affordable to buy it. Only few respondents are found

expensive about the pricing of YAMAHA vehicles.
5.4 Calculation of reasons for changing from another vehicle to YAMAHA

vehicle.
Sl. No. Changing to Yamaha Respondents Percentage
vehicle
1 The previous one 9 8.18
was old
2 Increase in your 21 19.09
income
3 Disatifaction with 5 4.54
the performance
4 More travelling 12 10.90
distance
5 Desire for new 56 50.90
vehicles
6 Other 7 6.36
TOTAL 110 100
Changing to yamaha vehicle

60
50.9
50
40
30
19.09
20
10.9
10 8.18
6.36
4.54
0
1 2 3 4 5 6
Analysis and Interpretation: The above table and Graph 5.4 shows that most of the
respondents are desire to buy a new vehicle that is 56 respondents i.e 50.90%, Increase in
their income 21 respondents i.e 19.09%, more travelling distance 12 respondents i.e
10.90%, previous one was old vehicle 9 respondents i.e 8.18%, other 7 respondents i.e
6.36% and the least one is dissatisfaction with the performance of the previous vehicle 5

respondents i.e 4.54%. since most of the respondents are desire to buy new vehicle they are
changing from other
vehicles to YAMAHA vehicle and some of the respondents are dissatisfied with the
performance of their previous vehicle so they are buying the YAMAHA vehicle and
some respondents are getting more income in their business so they are ready to buy new
vehicle and some are changing as their previous vehicle was old
Table-5.5 Calculation of what made you to purchase YAMAHA vehicle
SL.No Purchase of Yamaha Respondents Percentage

vechicle
1 Vechicle appearance 17 15.45
2 Low cost price 21 19.09
3 Fuel economy 34 30.90
4 Easy maintenance 12 10.90
5 Credit facility 20 18.18
6 Foreign touch 6 5.45
Total 110 100
35
30.9
30
25
20 19.09
18.18
15.45
15
10.9
10
5.45
5
0
1 2 3 4 5 6
Analysis and Interpretation: The above Table and Graph 5.5 indicates that most of the
respondents are purchasing a YAMAHA vehicle because of Fuel economy that is 34

respondents i.e 30.90%, low cost price 21 respondents i.e 19.09%, credit facility 20
respondents i.e 18.18%, vehicle appearance 17 respondents i.e 15.45%, easy maintenance
12 respondents i.e 10.90% and the least one is foreign touch only 6 respondents i.e
5.45%.
This shows that majority of the respondents are purchasing YAMAHA vehicle because of
fuel economy. The customers found that YAMAHA bikes will give more mileage than
other bikes so they prefer to buy it. Some of the respondents are purchasing as they liked
with the appearance and they found maintenance is easy. And it also shows that only few
respondents are agreed with the foreign touch as they may not aware of it.

Table-5.6 Calculation of type of Advertising preferred.
Sl. No. Types of advertising Respondents Percentage

1 Print advertising 17 15.45
2 Television 43 39.09
advertising
3 Outdoor advertising 24 21.81
4 Direct 12 10.90
advertisement by
telephone
5 Road show 14 12.72
TOTAL 110 100
Type of advertising
4
10.9
3
21.81
2
39.09
1
15.45
0 5 10 15 20 25 30 35 40 45
Analysis and Interpretation: The above table and Graph 5.6, indicates that most of the
respondents are preferred with Television advertising that is 43 respondents i.e 39.09%,
outdoor advertising 24 respondents i.e 21.81%, print advertising 17 respondents i.e 15.45%,
road show 14 respondents i.e 12.72% and direct advertisement by telephone 12
respondents i.e 10.90%.

The majority of the respondents are familiar with television they prefer television
advertising. Some of the respondents who be on more travelling prefers outdoor advertising
and road show.
5.7 Calculating have you come across any ads of I YAMAHA

in newspaper which you read?
Sl. No. Ads of I Yamaha Respondents Percentage

1 Yes 63 57.27
2 No 47 42.72
TOTAL 110 100
Ads of I Yamaha motors
42.72
57.27
Analysis and Interpretation: The above table and graph 5.7 indicates that most of the
respondents have come across the Ads of I YAMAHA in Newspaper that
is 63 respondents i.e 57.27% and 47 respondents i.e 21.81% didn‘t find the ads on
newspaper.
This data shows that most of the respondents has found the Ads of I Yamaha in Newspaper
which they read. And the remaining respondents may

not read newspaper or they may read other newspaper in which I Yamaha do not advertise.
Table 5.8 Calculation of which newspaper you prefer reading.
Sl. No. Newspaper Respondents Percentage

1 Vijaya Karnataka 58 52.72
2 Adds of bangalore 21 19.09
3 Prajawani 25 22.72
4 Deccan herald 6 5.45
Total 110 100
Mileage of Yamaha bikes
5.45
22.72
1
2
52.72 3
4
19.09
respondents prefer reading Vijaya Karnataka newspaper that is 58 respondents i.e
52.72%, Prajawani 25 respondents i.e 22.72%, Adds of Bangalore 21 respondents i.e
19.09% and Deccan herald 6 respondents i.e 5.45%.
The above data shows that most of the respondents prefer reading Vijaya Karnataka

newspaper in which the I YAMAHA advertisement will be done.

I YAMAHA doesn‘t advertise on deccan herald, many respondents also
not prefer reading deccan herald newspaper.
5.9 Calculation on what type of outdoor advertising you found attractive?

Sl. No. Outdoor advertising Respondents Percentage
1 Poster 28 25.45
2 Neon sign 10 9.09
3 Billboards 53 48.18
4 Transit advertising 19 17.27
TOTAL 110 100
Outdoor advertising
17.27
25.45
9.09
48.18
1 2 3 4
respondents has found Billboards advertising as attractive carried out by I YAMAHA that is
53 respondents i.e 48.18%, Poster 28 respondents i.e 25.45%, transit advertising 19
respondents i.e 17.27% and Neon signs 10 respondents i.e 9.09%.
The above data shows most of the respondents found Billboards advertising as attractive

which is done by I YAMAHA at some areas near the Showroom. And

only few respondents found Neon signs is attractive because this Neon signs will be
visible mostly at the night time so the respondents may didn‘t found the Neon signs.
5.10 Calculation of awareness of direct advertisement by telephone carried

out by I YAMAHA .
Sl. No. Direct Respondents Percentage
advertisement by
telephone
1 Yes 51 46.36
2 No 59 53.63
Total 110 100
Direct advertisement by telephone
46.36
53.63
1 2
Analysis and Interpretation: The above table and graph 5.10, indicates that most of the
respondents are not aware Direct advertisement by telephone that is 59 respondents i.e
53.63% and 51 respondents i.e 46.36% respondents are aware of Direct advertisement by
telephone.
The above data shows that most of the respondents are not aware of direct advertisement

by telephone because, I YAMAHA may didn‘t call all the customers or

some of the customers may don‘t like it and didn‘t pick a call. So, they are not aware of
direct advertisement by telephone.
5.11 Calculation on which type of print media do you prefer?

Sl. No. Type of print media Respondents Percentage
1 Newspaper 45 40.90
2 Magazines 18 16.36
3 Yellow pages 13 11.81
4 Banners 34 30.90
Total 110 100
Type of print media

45
40.9
40
35
30.9
30
25
20 16.36
15 11.81
10
0
1 2 3 4
Series 1 Column2 Column1
respondents are preferred Newspaper as print media advertising that is 45 respondents i.e
40.90%, Banners 34 respondents i.e 30.90%, Magazines 18 respondents i.e 16.36% and
Yellow pages 13 respondents i.e 11.81%.
From the above data we can see that most of the respondents prefer reading newspaper
and some of them prefer banners as print media advertising. This is because, the

respondents may not like reading magazines and yellow pages.
5.12 Calculation of advertising with brand ambassador is more influential in

case of two-wheelers.
Sl. No. Advertising with brand Respondents Percentage
ambassador
1 Strongly disagree 17 15.45
2 Disagree 62 56.36
3 Neutral 20 18.18
4 Agree 11 10
5 Strongly 0 0
Total 110 100
advertising with brand ambassador

60 56.36
50
40
30
20 18.18
15.45
10
10
1
0
1 2 3 4 5
Column1 Column2 Column3
respondents are disagree for advertising with brand ambassador is more influential for
two-wheelers that is 62 respondents i.e 56.36%, neutral 20 respondents i.e 18.18%,
strongly disagree 17 respondents i.e 15.45%, agree 11 respondents i.e 10% and the least
is strongly agree 0%.

Most of the respondents felt that brand ambassador is not required in case of advertising
two-wheelers. so, they are disagreed with the brand ambassador for advertising.
5.13 Calculation of does advertisement provide the sufficient information

about the vehicle you needed?
Sl. No. Sufficient Respondents Percentage
information of
vehicle
1 Yes 62 56.36
2 No 17 15.45
3 Partially 31 28.18
Total 110 100
Sufficient information of vehicle

60 56.36
50
40
30 28.18
20 15.45
10
0
1 2 3
Series 1 Column2 Column1
respondents says yes for Advertisement provides sufficient information about the vehicle
you needed that is 62 respondents i.e 56.36%, Partially 31 respondents 28.18% and No 17
respondents i.e 15.45%.
From the above data we can say that most of the respondents has found the sufficient

information about the vehicle on advertisement provided by I YAMAHA . The other

respondents may not have seen the advertisement or the
company may didn‘t provide the information they needed.
5.14 Calculation the aware of sales promotion activity before purchase of

YAMAHA Vehicle.
Sl. No. Aware of promotion Respondents Percentage
activity
1 Yes 62 56.36
2 No 48 43.63
Total 110 100
Aware of sales promotion activity

60 56.36
50
43.63
40
30
20
10
0
1 2
Analysis and Interpretation: The above table and Graph 5.14, indicates that most of the
respondents are aware of sales promotion activity before purchase of YAMAHA vehicle
that is 62 respondents i.e 56.36%, and 48 respondents i.e 43.63% are not aware of sales
promotion activity before.
The above data shows that most of the respondents are aware of Sales promotion activity
before purchase of YAMAHA vehicle as they may be knowing the sales promotion
carried out by other companies. And some of them don‘t know about the sales promotion
activities.

5.15 Calculating which type of sales promotion adopted by I YAMAHA do you

like?
Sl. Type of Responde Percentage
No. sales nts
promotion
1 Demonstrati 17 15.45
on
2 Free service 21 19.09
campaign
3 Discount 34 30.90
4 Mass 12 10.90
customer
contact
programme
5 Exhibition 20 18.18
6 Promotional 6 5.45
slogan
Tot 110 100
al
Type of sale promotion

35
30.9
30
25
19.09 18.18
20
15.45
15
10.9
10
0
1 2 3 4 5 6
Analysis and Interpretation: The above Table and Graph5..15 indicates that most of the
respondents are familiar with discounts type of sales promotion carried out by I YAMAHA

that is 34 respondents i.e 30.90%, Free service campaign 21 respondents i.e 19.09%,
Exhibitions 20 respondents i.e 18.18%, Demonstration 17 respondents i.e 15.45%, mass
customer contact programme 12 respondents i.e 10.90% and the least one is Promotional
slogans only 6 respondents i.e 5.45%.
The above data shows that most of the respondents likes the discounts given by I YAMAHA .
And some of the respondents liked the free service campaign and exhibitions done by I
YAMAHA So, the company may continue with the same sales promotion programs to
attract the customers.
5.16 TESTING OF Hypotheses:

Hypotheses is couched according to the specific dependent and independent
variables which will be included in the analysis. The research hypotheses of
this study is as follows:
H0: There is no significant difference between the advertising and sales

H1: There is a significant difference between the advertising and sales

Hence in the above mentioned hyothese we experience in covid 19 situation and festival
situation a company like Dolo650 and vehicle , mobile, all companies tremendously ,
quantitatively rising their advertisement expenditure on their product
As this effect they get high demand and sales for their product. So it proves that we reject
H0 null hypothese and H1 alternative hypothese in simple example of DOLO650.

CHAPTER 6
MAJOR FINDINGS, SUGGESTION AND CONCLUSION
6.1 Findings:
* This study reveals that majority of the respondents own‘s a YAMAHA vehicle.
* More than half of the respondents are using the YAMAHA bike for official
purpose.
* Most of the respondents specified the pricing policy of YAMAHA vehicles is

affordable and only few respondents feel it‘s expensive.
* Half of the respondents are changing from other vehicle to YAMAHA vehicle
because, they are desire to buy new vehicle.
*Most of the respondents specified the reason to purchase YAMAHA vehicle as

Fuel economy, Low cost price and credit facility available.
* Most of the respondents prefer Television advertising and Outdoor advertising

and few respondents prefer Road show and Print advertising.
* About 57.27% of the respondents have come across ads of I YAMAHA in newspaper which
they read and 42.72% of respondents

doesn‘t see any ads.
* Most of the respondents prefer reading Vijaya Karnataka newspaper in which the
I YAMAHA advertising is present.
* Billboards advertising was found attractive by most of the respondents as

outdoor advertising and Neon signs was found least attractive.
*More than half of the respondents are not aware of direct advertisement by
telephone which is done by I YAMAHA.
*Newspaper and Banners was preferred by most of the respondents as Print media
advertising.
* Brand ambassador is not more influential in advertising of two-wheelers as most

of the respondents disagree with it.
* The advertisements done by I YAMAHA has provided the

sufficient information about the vehicle as required by customers.
*Most of the respondents are aware of sales promotion activities before the
purchase of YAMAHA vehicle.
*Most of the respondents likes Discounts and Free service campaigns as sales
promotion activities adopted by I YAMAHA.
* The advertising and sales promotion programs of YAMAHA motorcycles was

very effective as most of the respondents specified agree with it.
* The promotional offers like seasonal discounts given by I YAMAHA was satisfied by
majority of the respondents.
*Majority of the respondents are aware on availability of exchange offers and
loyalty programs of I YAMAHA showroom.
*Most of the respondents feel good about the effectiveness of loyalty programs
carried out by I YAMAHA.
* All types of Demo bikes were available in showroom since, most of the
respondents specified good about it.
* Most of the respondents are highly satisfied with the free service campaigns
offered by I YAMAHA and none of the respondents are Highly
dissatisfied with it.
* Most of the respondents are Neutral on Extended warranty policy of I YAMAHA and some
of them are satisfied with it.
* Consumer relations managed by I YAMAHA is Good.
* The overall advertising done by I YAMAHA is Good since most

of the respondents specified it.
* Majority of the respondents has given good ratings to dealer‘s service and none
of the respondents are specified very poor ratings.

* About 80% of the respondents would advise others to buy a YAMAHA vehicle
based on their experience with it.
6.2 Suggestions:
* I YAMAHA could concentrate more on advertisement in

Billboards and Posters, it will attract new customers.
* The advertising and sales promotion programs of I YAMAHA

was effective so, the company would continue the same.
* Advertisement of YAMAHA motorcycles with brand ambassador is in low level,

hence the company could focus less on it.
* The customers are not aware on direct advertisement by telephone. So, the
company want to create awareness by telephone calls.
* The satisfaction level on extended warranty policy is only 30 percent, the

company could give this to all customers.
* Most of the customers are getting the income between 20000-30000. so, the
company could fix the prices of vehicles at average.

6.3 CONCLUSION:
From this study it's all over that each Advertising and publicity ways plays a significant role
in two-wheeler trade. however, we have a tendency to confirm that which advertisement
ways to be adopted to a mass potential customers & beat the competitors. Here
advertisement like; Billboards, Posters Newspapers are to be adopted and 2 vital publicity
ways like; Discounts and Free service campaigns plays a really very important role in two-
wheeler trade primarily in TC PALYA because it is native space. This counts abundant to
induce the, complete recognition awareness and create complete Identity within the native
market.
The merchandise recognition and brand recall are achieved considerably through the
precise advertisements. The perception of the purchasers differs considerably towards the
influence of advertisement on product recognition. it's found that some customers are
unmood by the advertisements and a few of them automatically purchase 2 wheelers with
none ambition towards two-wheeler
sales promotion is vital to boost the sales of the corporate and to succeed in new
customers. every and each organization ought to have an honest strategic set up for his or
her promotion to resist within the market with large competition. The discounts and loyalty
program within the company can improve the sales by attracting new customers. the most
effective publicity can facilitate the corporate to satisfy the structure objective. The publicity
is should to boost their sales in each organization.
Therefore, the advertising and publicity plays a significant role within the organization to
fulfil the structure goals and objectives. the corporate ought to frame the most effective
strategic arrange to meet the competitors within the market and fulfill the client desires

BIBLIOGRAPHY
1. Advertising Management– concepts and cases Mahendra Mohan.

2. Marketing Management – Philip Kotler.
3. Branding – Geoffrey Randoll.
4. Strategic Brand Management– Kapferer
5. Advertising and Sales Promotion Management- S.L. Gupta V.V.Ratra.

BIBILIOGRAPHY:
1. Advertising Management– concepts and cases Mahendra Mohan.

2. Marketing Management – Philip Kotler.
3. Branding – Geoffrey Randoll.
4. Strategic Brand Management– Kapferer
5. Advertising and Sales Promotion Management- S.L. Gupta V.V.Ratra.
6. Principles and practice of marketing- C.B.Memoria and R.L.Joshi
7. Advertising and Salesmanship -P. Saravanavel
ANNEXURE
ACTIVITY CHART
Sl. Activity Activity Detail Duration

No.
1 Activity-1 Understanding structure, culture and function of
the organization/identification of business problem
from the literature study
2 Activity-2 Discussion with the guide for finalization of
research design and instrument and presenting the
same to the guide
3 Activity-3 Collection of data, editing of the collected data,
coding, tabulating and presenting to the guide for
suggestions for analysis
4 Activity-4 Analysis and finalization of report and making
presentation to the guide
5 Activity-5 Submission of final Report to the university before
one week of the commencement of theory exam

A Study On Advertising and Sales Promotion Strategies

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A Study On Advertising and Sales Promotion Strategies

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A Study On Advertising and Sales Promotion Strategies

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REPORT ON

“ A STUDY ON ADVERTISING AND SALES PROMOTION STRATEGIES”

MASTER OF BUSINESS ADMINISTRATION

SRI DEVRAJ URS EXTENSION

I, ABHISHEK SEN Register Number “MB201402” hereby declare that

This is to certify that the content of this project entitled,

I express my sincere gratitude to ‘DR. T N MUTHEGOWDA”, principal of SEA COLLEGE OF

CHAPTER NO. PARTICULARS PAGE NO.

TABLE Description PAGE

CHART Description PAGE

A STUDY ON ADVERTISING AND SALES PROMOTION

1.1 Introduction on automobile industry :

1.1.1 Ancillary Industry:

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1.1.2 Demand Factors:

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1.2 Advertising media adopted by I YAMAHA:

a. Poster: they're advertising messages written on papers and aforethought

on walls of metal shuts at distinguished location.

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4. Direct advertisement by telephone: Here the publicize appearance in to the

1.3 Sales promotions adopted by I YAMAHA:

1. Demonstration: so as to draw in customers, the showrooms choose sure skilled

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suggestions so as to enhance the services of the corporate.

4. Discounts: It gives a temporary discount to consumers

6. Promotion slogans: The showroom additionally uses sure promotional slogans to

According to the MD of the company,

1.4 Objectives of the Study

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1.5 Limitations of The Study:

 2. The study is limited to advertising and sales promotion strategy of I YAMAHA .

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2.1 MEANING OF LITERATURE REVIEW :

2.2 Types of Literature Review :

Narrative literature review, also referred to as traditional literature review, critiques

Systematic literature review requires more rigorous and well-defined approach

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Meta-synthesis, on the other hand, is based on non-statistical techniques. This

Argumentative literature review, as the name implies, examines literature

Integrative literature review reviews, critiques, and synthesizes secondary data

Theoretical literature review focuses on a pool of theory that has accumulated in

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2.3 Review of Literature:

Wiley Subscription services, (6 SEP 2006) “measuring purchase- decision

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involvement. Therefore, a scale of' purchase call involvement is developed. 2 empirical

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3.1 RESEARCH DESIGN :

3.2 RESEARCH METHODOLOGY :

3.3 RESEARCH MEANING :

3.4 Statement of the Problem