Aida Model: An Invisible Promotional Tool – Maruti Suzuki India Limited Perspective
Vasanthi Donthi, Research Scholar, Telanagana University, Nizamabad-503322, Telanagana Associate Professor, Dr. B R Ambedkar Institute of Management and Technology, Baghlingampally, Hyderabad, 00044, Telangana.
Manuscript received on September 16, 2019. | Revised Manuscript received on 24 September, 2019. | Manuscript published on October 10, 2019. | PP: 4807-4813 | Volume-8 Issue-12, October 2019. | Retrieval Number: L36881081219/2019©BEIESP | DOI: 10.35940/ijitee.L3688.1081219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Promotion is a key element in putting across the benefits of your product or service to thecustomers. Welldesigned marketing and promotional strategies ensure long-term success, bring in more customers and ensure profitability for businesses. The study is conducted to identify the most effective promotional offers of Maruti Suzuki and to evaluate the affect of promotional offers on purchasing decision of Maruti Suzuki customers. The study is based on AIDA model and the primary data is collected through a questionnaire from the sample population of 81 people chosen by random sampling method. Thedata collected is analyzed using pie charts, percentage bar graphs and chi-square. According to the study most of the respondents agree that effective advertisementsinfluence their purchase decision and their attitude towards a brand.Every promotionalstrategy whether it is an advertisement, discount offer or hoardings usually aims for theincrease in sales and profitability of the organization. Promotion is a key element in puttingacross the benefits of your product or service to the customers. Well-designed marketing andpromotional strategies ensure long-term success; bring in more customers and ensureprofitability for businesses. This proposed research is to identify the most effective promotional offers of Maruti Suzuki and to evaluate the effect of promotional offers on purchasing decision of Maruti Suzuki customers. Promotional strategies and marketing go hand in hand. Well-designedmarketing and promotional strategies ensure long-term success, bring in more customersand ensure profitability for businesses. Without marketing promotions, your brand or servicewould not be able to garner the attention of the pre-occupied customers.
Keywords: Promotion Offers, AIDA Model, Marketing, Purchase Intention, Maruti Suzuki
Scope of the Article: e-business