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Volume 5 Issue 3 [Year 2014]

IRJMST

Online ISSN 2250 - 1959

CUSTOMER ATTITUTE TOWARDS INDIAN TYRE INDUSTRY- A
STUDY OF JK TYRES LIMITED
Author:-Ms Renu Gulia
Assistant Professor
Delhi college of arts and commerce,
University of Delhi
Delhi, India.
ABSTRACT
The tyre industry in India grew slowly until 1970's when there was a spurt of companies entering the market. The tyre industry has evolved from the more basic cross ply to the more sophisticated radar tyres. Nylon cords that impart low weight and additional strength to the tyres have also replaced cotton ply. This industry is also driven by agriculture and infrastructural activity that takes place in the region, as these to have an impact on the transport sector. In this research paper I have studied “Market Share of JK tyres in passenger car radial in whole INDIA.’’ JK tyres are manufactured by JK tyres ltd. In this competitive era of marketing where the satisfaction of customers towards the product has become first priority. It is very important to analyze the customers’ behavior. Every company determines the price of its products, sales promotion etc. according to the market requirement. Direct marketing is one of the effective medium sales promotions because it is directly related to customers. With the help of direct marketing company enhances its brand image. Without putting customers on top, no company can get success. To get success every company should target customers because market is totally customer oriented.

This research paper evaluates the position of JK tyres in the market and the role of direct & indirect marketing.

International Research Journal of Management Science & Technology http://www.irjmst.com

Page 118

Volume 5 Issue 3 [Year 2014]

IRJMST

Online ISSN 2250 - 1959

INTRODUCTION
In today’s world of intense competition and rapid dynamism, all the companies worldwide are tuning their focuses on the customer. Suddenly, the customer had succeeded in capturing all the attention of the companies towards him, so much so, that the once famous maxim, “customer is the god” has become so true and relevant today. There has been a “paradigm shift” in the thinking of these companies and none other then the customer has brought this about.

Earlier there was a sellers market, since goods and services were in short supply and the sellers use to call the shots. But, ever since the advent of the era of globalization, there has been total transformation in the way the customers being perceived. Today, marketers are directing their efforts in retaining the customers and customers’ base. Their focus has shifted towards integrating the three elements people, service and marketing. The customer’s importance has assumed imponderable proportions in today’s world, because of the inherent value that the customers command. A customers can “make or break” a company. It is the responsibility of every company to see that all its customers are equally satisfied with them, for one single dissatisfied customer will tell at least nine others about the dissatisfaction and will spark off a chain reaction and spell doom for that company. In such scenario, retention of the existing customers assumes diabolical proportion. Research has thrown light on some important aspects of customers’ retention it has been proved empirically that acquiring new customers can cost five times more than the cost involved in satisfying and retaining current customers. In the past, the customers was taken for a ride, as there were not many players in the fields, not much importance was attached to product safety, quality, service and product appeal. The attitude of the manufacture was that of “caveat – e...

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