A Study on Impact of Advertisement in Purchase of Automotive Two Wheeler in

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A STUDY ON IMPACT OF ADVERTISEMENT IN PURCHASE OF AUTOMOTIVE TWO WHEELER IN URBAN AREA

A SUMMER PROJECT REPORT

Submitted by

RAJASELVAN. M

In partial fulfilment of requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

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DEPARTMENT OF MANAGEMENT STUDIES
SAVEETHA ENGINEERING COLLEGE

ANNA UNIVERSITY

CHENNAI 600025

AUGUST 2012

BONAFIDE CERTIFICATE

Certified that this project report titled “A STUDY ON IMPACT OF ADVERTISEMENT IN PURCHASE OF AUTOMOTIVE TWO WHEELER IN URBAN AREA” is the bonafide work of

RAJASELVAN . M

(Reg. No. 11MBA034)

who has carried out the research under our supervision.

SignatureSignature

Mr.Rajkumar Mr. Prince Robin David
Professor, Manager,
Department of Management Studies, M/s Reliance Motorco.pvt Ltd., Saveetha Engineering College, Annasalai,
Chennai 602105 Chennai 600002

DECLARATION

I, RAJASELVAN. M student of SAVEETHA ENGINEERING COLLEGE, CHENNAI hereby declare that this project report entitled as “A STUDY ON IMPACT OF ADVERTISEMENT IN PURCHASE OF AUTOMOTIVE TWO WHEELER IN URBAN AREA” is a record of independent work done by me. It has not formed the basis for any other Degree, Associateship, Fellowship and Other Titles.

RAJASELVAN. M
(Reg. No. 11MBA034) Signature of the student

PLACE :
DATE :

ACKNOWLEDGEMENT

The research on A STUDY ON IMPACT OF ADVERTISEMENT IN PURCHASE OF AUTOMOTIVE TWO WHEELER IN URBAN AREA IN RELIANCE HERO MOTOR PRIVATE LIMITED has been given to me as part of the curriculum in Two-Years Masters

Degree in Business Administration.

I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision of Mr.RAJKUMAR; I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge. I have received from them towards fruitful and timely completion of this work.

Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of this project.

“GUIDANCE IS THE BEST IN THE WAY PROGRESS”.

I also thankful to my friend who helped me a lot in the completion of this project.

RAJASELVAN. M ABSTRACT:

Transportation has long been recognized as one of the cornerstones of a country’s development and plays a crucial role in the economy of many nations and our dear country Nigeria. This recognition has lead to a growing interest in the present state of transport management in Nigeria. This study seeks to offer insight into this important issue. Whether it is more desirable to manage transportation through advertising, sales promotion, publicity and public relations. To address this point, logistic regression model was adopted to analyze the effectiveness of this promo tools within the range of profitability. The resulting parameters enable us to assess the effect of advertising, sales promotion, publicity and public relations policies on profit. The results showed that advertising has a positive effect on the profitability while fare slashes (sales promotion) have a negative effect. Furthermore, we found that publicity is an important tool that must be given much attention in order to maintain the existing...
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