EXPLORING MARKETING DYNAMICS AND SALES PRACTICES IN INDIA’S AUTOMOBILE INDUSTRY: A CASE STUDY OF TEJPAL MG MOTORS

Abstract

The Indian automobile sector has undergone rapid transformation with the rise of technology-driven vehicles, digital marketing strategies, and evolving customer expectations. In this context, dealership-level marketing and sales practices play a crucial role in shaping consumer perception, influencing purchase decisions, and establishing brand trust. This research explores how modern sales and marketing dynamics function at Tejpal MG Motors, Kalyan, an authorized dealership of MG Motor India, and examines their impact on customer behaviour during the automobile purchasing process. A mixed-method approach has been used, combining primary insights from dealership-level observations with secondary data from industry reports. The study assesses key elements such as product demonstrations, test-drive experience, CRM-based follow-ups, pricing transparency, digital enquiry handling, and the influence of MG’s technology-rich vehicles on consumer preferences. The findings indicate that personalised interaction, quick follow-up through CRM, and technology-focused product communication significantly enhance customer engagement and conversion potential. Results further show that customers are strongly influenced by premium showroom experience, sales team professionalism, and clarity of information provided during the decision-making process. Overall, the research concludes that well-integrated marketing and sales strategies at the dealership level play a decisive role in improving customer satisfaction and strengthening the brand’s competitive position in the Indian automobile industry.