OBJECTIVES:

1 To know the factors motivating a consumer to prefer a particular motorcycles

among other available alternatives.

2 To study the role of advertisements, in persuading a consumer to buy a

Tractor.

3 To know the market leader and market share of major competitors in the
Tractor market.

4 To know the decision-making criterion used by the consumers in deciding to

purchase a Tractor.

5 To know the purpose for which the consumers used the Tractor most often.
ADVANTAGES

1. It stimulates in the consumers an attitude towards the product.

2. It creates a better incentive in the consumers to make a purchase. It is a demand

creator.

3. It gives direct inducement to the consumers to take immediate action.

4. It is flexible. It can be used at any stage of a new product introduction.

5. Sales promotion leads to low unit-cost, due to large-scale production and large-
scale selling.

6. It is an effective supporter of sales. It helps the salesman and makes his effort more
productive.

7. The promotional tools are the most effective to be used in increasing the sales
volume.

Sales promotion is effective when:

(a) A new brand a introduced.

(b) We have to communicate a major improvement or attraction in product.

(c) Enlarging the result of advertising.

(d) Increasing the number of retail stores in order to sell out products.

(e) Engaging or embarking upon aggressive sales campaign.