ABSTRACT

In todays business world customers are considered to be kings. It is important for producers to
meet the needs of customers in order to stay competitive. One of the marketing tools that is
used in attracting the attention of the customer is sales promotion. The aim of this paper
therefore is to determine the effect of sales promotion on customer buying behaviour. In the
emerging business scenario various promotional techniques are used by the marketer. Through
this study, an effort has been made to find out the various sales promotion tools and its impact
on customers buying behaviour with special reference to AMRUTH SUZIKI( SUZIKI Two
wheeler showroom), Ananthapuramu. For conducting the research, data was collected through
simple random sampling of 100 respondents through descriptive research design technique.
Later the data was analyzed and the hypothesis was tested by using weighted average method.

OBJECTIVES OF THE STUDY

To study consumer buying behaviour Two wheeler customer of Ananthapuramu.

To know about the consumer awareness towards Bikes(SUZIKI).

SCOPE OF THE STUDY

The project was undertaken to study the consumer buying behavior of products with special
reference to Amruth suziki in Ananthapuramu.

The scope of the project is defined by the objective of the study; if the study was basically for the
fulfillment at its objectives. This means that scope of this project study is restricted to consumers
buying behavior of bikes among the other brand in the market.

Scope of this project is also restricted to the area of field survey in Ananthapuramu. The study
does not include any other area like finance personnel product etc.

COMPANY PROFILE:

Amruth Suziki - Suziki Two Wheeler Showroom- opposite to Riti Jewelers, Kamala Nagar,
Ananthapuramu.
LIMITATIONS OF THE STUDY

The study suffers from many limitations of this report are enumerated as the following:

Firstly, being the whole project dependent on primary data, the study has gained vulnerability.

Secondly, the survey was restricted only 100 respondents in whole Ananthapuramu and as such
may not be true representative of the entire Ananthapuramu.

Thirdly, the major constrain was the time factor, as the study have to be finished within the
stipulated time period.

Fourthly, lack of interest and unenthusiastic response may have allowed biasness to creep this
report.

Finally, lack of conclusions, which have been drawn, are subject to criticism at any stages of its
analysis and presentation. This report may not provide the best possible market scenario and the
efforts can always be made to have this project report more effective and useful.