Impact of Test Drive Marketing on the Buying Behavior of Customers, with Special Reference to Two Wheelers Users in Coimbatore City

The study aims to assess the impact of test drive marketing on the buying behavior of customers, with special reference to two wheelers in Coimbatore city. The global market for two wheelers has shown a tremendous growth over the past decade. With an annual sale of 4.3 million units, the Indian two wheeler market is the second largest in the world, after China (annual sales of 10 million). Today the market is more customer oriented in the sense that, all the business operations revolve around satisfying the customer’s needs through effective services. The demographic profile of the respondents is also analyzed. The sample size of the study is 90. Random sampling technique is used to collect data. Percentage analysis, Garrett ranking technique and Likert`s scaling technique are used for analysing the data