A STUDY ON SALES PROMOTION ACTIVITIES OF …

A STUDY ON SALES PROMOTION ACTIVITIES OF VOLKSWAGEN INDIA WITH REFERENCE TO ABRA MOTORS PVT. LTD. A PROJECT REPORT Submitted in partial fulfillment of the Requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Submitted by NOOR ASIK AHAMED MARAIKAR REG NO:711600281 Under the guidance of DR.S.G. BALAJI MBA., M.Phil., PGDIB., Ph. D Assistant Professor Full Time- M.B.A

Measi Institute of Management (Affiliated to the University of Madras)

Chennai-600 014 JULY-2017

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MEASI INSTITUTE OF MANAGEMENT

(Affiliated to University of Madras) #87, Peters Road, Royapettah, Chennai-600 014

BONAFIDE CERTIFICATE

This is to certify that the project report titled "A STUDY ON SALES PROMOTION ACTIVITIES OF VOLKSWAGEN INDIA WITH REFERENCE TO ABRA MOTORS PVT. LTD." submitted by NOOR ASIK AHAMED MARAIKAR (Reg no:711600281) in partial fulfilment of the requirements of the Post-Graduate Degree course in Masters of Business Administration (M.B.A) for the academic year 20162017 is the original work of the above candidate.

Dr. S. G. BALAJI AHMED

PROJECT GUIDE

DR. D. NISAR DIRECTOR

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DECLARATION

I, NOOR ASIK AHAMED MARAIKAR REG NO:711600281 final year student of M.B.A Department of business Administration of MEASI INSTITUTE OF MANAGEMENT, CHENNAI would like to declare that the project entitled "A STUDY ON SALES PROMOTION ACTIVITIES OF VOLKSWAGEN INDIA WITH REFERENCE TO ABRA MOTORS PVT. LTD.", is a bonafide work done by the researcher in partial fulfilment of M.B.A Degree course affiliated to University of Madras. The research submitted is my original work and true to the best of my knowledge and belief.

Place:

Date: MARAIKAR

NOOR ASIK AHAMED

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ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to all those without whom this project would not have been possible. First of all, I would like to thank Dr. D. NISAR AHMED, Director, Measi institute of management.

I am really thankful to Mr. KHALID BUHARI Managing director of ABRA Motors Pvt. Ltd. who was very helpful in securing the project, and also thankful to Mr. VINOTH KUMAR, HR Training and development ABRA Motors Pvt. Ltd. who has been very supportive throughout the project and I am grateful to Mr. ASHRAF Sales manager of ABRA Motors Pvt. Ltd., who has been very helpful to complete the assignments without any hurdle and for explaining the information needed.

Sincere thanks to my guide DR. S. G. BALAJI, Assistant professor, Measi institute of management, who encouraged and helped me from the beginning to develop the concept ideas to pursue the project in legit way, I have learnt so many things from him.

I also wish to express my gratitude and thank my family and friends who backed me throughout the project. I would like to convey my sincere thanks to those good souls who helped me to take the project to next level.

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CHAPTER

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1.1 1.2

1.3 1.4 1.5 1.6

1.7 1.8 1.9 1.10 1.11 2 3 3.1 3.2

3.3 3.4 3.5

3.6 3.7 4 4.1 4.2 5

TABLE OF CONTENT

CONTENT

INTRODUCTION

DEFINITIONS AND CONCEPT INDUSTRY PROFILE

SCOPE OF INDUSTRY GLOBAL SCENARIO INDIAN SCENARIO SWOT ANALYSIS OF INDUSTRY FUTURE TRENDS OF INDUSTRY COMPANY PROFILE NEED FOR THE STUDY OBJECTIVE OF THE STUDY SCOPE OF THE STUDY REVIEW OF LITERATURE RESEARCH METHODOLOGY RESEARCH DESIGN SAMPLING METHODOLOGY DATA COLLECTION METHODOLOGY

PILOT STUDY HYPOTHESIS AND STATISTICAL TECHNIQUES

STATISTICAL PAKAGE USED LIMITATION OF THE STUDY DATA ANALYSIS AND INTERPRETATION

DESCRIPTIVE ANALYISIS STATISTICAL ANALYSIS SUMMARY OF FINDING, SUGGESTIONS AND

CONCLUSIONS

ANNEXURES

BIBILOGRAPHY

QUESTIONNAIRE

PAGE.NO

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2 8

10 12 14 15

16 18 19 20 21 22 26 26 27

28 33 33

37 38 39 39 65 69

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