A COMPARATIVE STUDY ON TRADITIONAL MARKETING & MODERN MARKETING AMONG SALES TEAM WITH RESPECT TO CARS IN CHENNAI

Abstract

Due to globalization and immense competition along with economic slowdown and environmental crises, the scenario has changed drastically, creating new challenges in the field of marketing. Marketing practices and theories also get transformed from products to services and now customer experiences. Traditional marketing concepts visualize customer as a rational decision-maker who thinks about the benefits and functionality features only, whereas experiential marketing considers human being a rational as well as an emotional decision-maker. Society of Indian Automobile Manufacturers (SIAMs) and other automobile organizations have shown decline in sale of automobiles, especially passenger car market in the last one year. Indian automobile (passenger car) industry experienced this slowdown due to reasons like rise in steel price, import duties levied by government, fall in the value of Indian rupee and so on. In this scenario, traditional marketing, that is, communicating car features and benefits and other functional characteristics, failed to increase sales. Some companies adopted modern marketing, that is, experiential marketing, by involving customer with the product, and many are thinking about this concept. So, a question arises whether experiential marketing is really effective in convincing a customer for their purchase or whether we can say that experiential marketing does affect customer purchase intention during the purchase of a car. This article finds the answer to this question by investigating the effects of experiential marketing on customer purchase intention in the passenger car market.