An Evaluative Study on Customer Retention Oriented Sales Promotion Practices in the Automobile Industry

ABSTRACT

This research paper explores the relationship between sales promotion practices and customer retention in the Indian automobile industry. With the increasing competition and evolving consumer preferences, understanding the dynamics of customer retention has become crucial for businesses. This study employs a mixed-method approach, utilizing both primary and secondary data to analyze the effectiveness of various sales promotion strategies. The findings indicate a significant correlation between targeted sales promotions and enhanced customer loyalty, suggesting that businesses must adapt their marketing strategies to meet the changing needs of consumers. The study concludes with recommendations for practitioners and implications for future research.

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