📄 Abstract
This study evaluates the effectiveness of the promotional strategies adopted by Ashok Leyland, a leading commercial vehicle manufacturer in India. In the highly competitive automobile sector, promotional activities are crucial for building brand awareness, maintaining market share, and influencing consumer purchase decisions. The primary objective of this research is to analyze how different promotional tools including traditional advertising, digital marketing, and dealer-level promotions impact customer perception and sales performance within the commercial vehicle segment. A descriptive research design was employed, utilizing primary data collected through a structured questionnaire. The study targeted a sample of 158 respondents, predominantly consisting of transport operators, fleet owners, drivers, and dealers, selected via convenience sampling. Data analysis was conducted using percentage analysis and represented through charts to gauge customer awareness, brand perception, and response to marketing campaigns. The findings reveal that while Ashok Leyland enjoys strong brand health and high market visibility primarily driven by social media (31%) and television advertising (29.7%) — there is a significant gap in the functional utility of its promotional content. Over half of the respondents indicated that current advertisements lack crucial technical data such as payload capacities and total cost of ownership. Furthermore, the study highlights that traditional advertising and generic financial discounts are relatively weak motivators for final purchase decisions. Instead, social proof (customer reviews) and personal selling by localized dealers emerged as the most powerful drivers of conversion. The study concludes that Ashok Leyland should pivot its promotional strategy from broad brand-building to highly targeted, spec-driven digital messaging. By reallocating mass-media budgets toward digital platforms, emphasizing real-world customer testimonials, and enhancing dealer-level value propositions, the company can more effectively engage its target audience and drive sales growth.
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📚 How to Cite:
J. Naveen Kumar, Dr. K. Venkateswarlu , AN ANALYSIS OF THE EFFECTIVENESS OF PROMOTIONAL STRATEGIES OF ASHOK LEYLAND , Volume 13 , Issue 6, June 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 31 - 35 ,