This study examines the importance of the sales promotion practices by Automobile firms in retaining the customers.  Price Centric practices as a decision parameter were tested with the selected respondents; the ratings offered by them indicate the intensity of the same which are recorded against their Age, Sex, Education, job Income classification. Findings indicate that   all the practices selected for the study register high to very high by the customers in their decision to purchase. Though, variation exists, it is negligible, indicating the high intensity for all the firms selected for the study.  In the Automobile industry with increasing expansion and competition the result of the study is expected to contribute to the process of structuring competitive advantage by firms and insight to individual respondents in their purchase decision.

KEYWORDS: Sale Promotion, Price Centric, Respondents,  intensity, Perception.