Promotional Strategies towards Sports Utility Vehicle –An Empirical View

Abstract

Automobile industry in India has shown a flourishing era in recent years. These trends have requiredthe industry to customize their process for increasing brand imageand loyalty. Purchasing a SUV car is acomplex buying behavior phenomena in decision making process of consumer purchase. In the automobileindustry, global consolidation, declining loyalty, flat-to-depressed vehicle demand and over capacityproblems are leading to ferocious competition that is consequential in lower prices and eroding profitmargins. The present study deals with promotional strategies towards sports utility vehicle and its impacton purchase decision.