Promotional Methods Taken by Car Dealers: An Investigation of Traditional Marketing and Online Media in National Car Showroom

Abstract

In this digital age, many retailers have blended traditional to online media in enhancing the customer experience thus making sales. In the context of automotive sales, car dealers worldwide have long practiced traditional marketing methods in the form of brochures, posters, flyers, banners and other physical display in combination with personal selling since the methods are proven by sales success. However, a new generation of customers is switching to online media to seek information and thus influence their purchase decision. This phenomenon is predicted to change the landscape of automotive retails globally. Hence, this study is conducted to investigate the promotional methods used by car dealers and its’ effectiveness in securing sales. A series of interviews were conducted between June 2017 to August 2017 with five car dealers by using a semi-structured interview questions. The findings revealed two forms of promotional method which were commonly used by car dealers and car dealers’ perception and preference on the promotional tools. As a result, the findings shall be fruitful for car marketers in learning the potential of current promotion practice and the future strategies. Further research is recommended to validate the findings through empirical studies and consequently, from car buyers’ perspectives.