The Marketing Strategies of Car Dealerships in the National Capital Region

Abstract

Introduction

The main objective of this study was to create a learning system in a modern environment of the automotive industry that adapts to the learner’s lifestyle that will help improve customer satisfaction and awareness on the marketing strategies of car dealerships in the National Capital Region.

Methods

This study aimed to determine the impact of the marketing strategies of exclusive car dealers in the National Capital Region on the buying public. It utilized the descriptive research design wherein 1,000 customers from different selected automotive dealers in Metro Manila that availed the service preventive maintenance schedule and several walk-ins participated as respondents. A researcher-made questionnaire was utilized to gather the necessary data. Frequency and Percentage Distribution, Weighted Mean, t-Test and ANOVA were employed as statistical tools.

Results

The majority of the respondents were college graduates, rank and file employees, 6 years and above customers of the car dealership, from Ford Global, Hyundai Alabang, Nissan Ortigas, and Toyota Bicutan an; single proprietorship and had been in business operation for 6 years and above. The marketing strategies offered by exclusive car dealers in terms of product and pricing when respondents were grouped by highest educational attainment, job position level, and company were very effective and effective when grouped by years as a customer of this car dealership, a form of business organization and years in business operation. There were no significant differences in the respondents’ assessment on the level of effectiveness of the marketing strategies to customers offered by exclusive car dealers in terms of product, pricing, place, promotion, and problems encountered when grouped by highest educational attainment, years as a customer of this car dealership, form of business organization and years in business operation.

Discussions

The car agent or any personnel should be knowledgeable of the nitty-gritty of the car. The person should not only know the price of the unit but also the technical specifications. Car dealers should strengthen their drive and further enhance the promotion/incentive they give to customers. They may even device other ways such as loyalty/rewards programs, postcards, testimonials from users, have outbound marketing tools and the like. Social media sites are considered a major influence on a buyer’s decision-making process.