Effectiveness of Buyer Behaviour Analysis of Honda Bikes with Reference to Pravin Honda, Kovilpatti

Management

The research was entitled as “EFFECTIVENESS OF BUYER BEHAVIOUR ANALYSIS OF HONDA BIKES WITH REFERENCE TO PRAVIN HONDA, KOVILPATTI” reveals the importance of promotional activities followed in the organization & its impact on Brand Equity. The purpose of this study was to examine the impact of Advertising, Sales Promotion and Direct Marketing on Brand equity. Promotional mixes plays a vital role in creating value for different brands and also reach targeted consumers and persuade them to buy. Promotion is vital element in marketing mix. In this context, promotional mix has positively affecting the brand equity of Honda. Consumer buying behavior reflects the totality of consumer’s decisions with respect to the acquisition, consumption, and disposition of goods, service time and ideas by human decision making units. Consumer behavior involves more than just how a person buys products like detergent, breakfast cereal, personal computer and automobile. It’s also includes service, time and ideas. In ancient days, people felt it more difficult to move from one place one place to another.

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