Вы находитесь на странице: 1из 61

STUDY ON CUSTOMER SATISFACTION TOWARDS HYUNDAI CARS:

INTRODUCTION AND DESIGN OF THE STUDY: The word automobile comes, via the French automobile, from the Ancient Greek word (auts, "self") and the Latin mobilis ("movable"); meaning a vehicle that moves itself. The alternative name car is believed to originate from the Latin word carrus or carrum ("wheeled vehicle"), or the Middle English word carre ("cart") (from Old North French), in turn these are said to have originated from the Gaulish word karros Gallic Chariot Karl Benz generally is acknowledged as the inventor of the modern automobile in the early days of 1885 at Germany. And, it was in 1898 that the first motorcar rode down Indias roads. However, it was PAL (premier auto back mobile) who produced the first car in India in 1946. The automotive industry of India is categorized into passenger cars, two wheelers, commercial vehicles and three wheelers, with two wheelers dominating the market. More than 75% of the vehicles sold are two wheelers. Nearly 59% of these two wheelers sold were motorcycles and about 12% were scooters. Mopeds occupy a small portion in the two wheeler market however; electric two wheelers are yet to penetrate. The automobile industry in India is currently experiencing the demand for diverse range of vehicles namely cars, two-wheelers and heavy vehicles. This is due to volcanic increase in the number of the vehicles of all categories and all types of the vehicles. The reason for this is the Indian economy which was closed till then. The Automobile Industry of India has come a long way faced several challenges and road blocks to growth, since 20th century. During its early stages the auto industry was overlooked by the Government and the policies were also not favorable.

EVOLUTION OF AUTOMOBILE INDUSTRY IN INDIA


Since Independence, India was seen as a market for imported vehicles. The assembling of cars manufactured by General Motors and other leading brands was the order of the day. Indian auto industry focused on servicing, dealership, financing and maintenance of vehicles. Manufacturing started only after a decade from independence. Manufacturing capability was restricted by the rule of license and could not be increased. The total production of passenger cars was limited to 40,000 a year for nearly three decades. This production was also confined to three main manufacturers Hindustan Motors, Premier Automobiles and Standard Motors. There was no homegrown expertise or research & development initiative. The pricing was kept under the control of government.

The passenger car in India has been considered as luxury item. Only a rich and the super rich could afford a car. In the 50s and 60s owning a car was the ultimate statement of having made it in life. There were just 3 major players namely Hindustan motors, Premier Automobiles and Standard Motors. The models they offered were the Baby Hindustan, its later version called the Ambassador, the Fiat 1100 and the Standard Herald, which fought for market share in a fairly stagnant market. The Ambassador and the Fiat were the front-runners with the coming of the third. There were other players in other segments like the Wily Jeep and Mahindra & Mahindra offerings. The period that followed 1970s, witnessed a sizeable growth contributed by tractors, scooters and commercial vehicles. Even till those days, cars were something of a sort of a major luxury. Eventually, the country saw the entry of Japanese manufacturers establishing Maruti Udyog. Soon after the advent, Maruti 800 was launched as an attempt of producing low cost and more fortunate car. During 1980s, several Japanese manufacturers started joint-ventures for manufacturing motorcycles and light commercial-vehicles. During this time, that the Indian government selected Suzuki for a joint-venture to produce small cars.

Following the economic liberalization in 1991 proclaimed by the Narasimha Rao government, several Indian and multi-national car companies launched their operations on the soil. After this, automotive component and automobile manufacturing growth remarkably speeded up to meet the demands of domestic and export needs. Significant changes in the automobile industry were witnessed. Numerous foreign companies like Skoda Auto India

Private Ltd, Honda Siel Cars India Ltd (HSCI) and Hyundai Motors India Ltd started their operations in India. The advent of new enterprises made the competition tough between the domestic manufacturers (TATA motors, Mahindra and Maruti Udyog) and the foreign promoters. As the outcome, massive cars of diversified nature appeared in the market. Cars with latest technologies, attractive colours, and updated designs at a cheaper rate have been produced. Each company constructs their own unique products to compete with others.

STATUS OF AUTOMOBILE INDUSTRY IN INDIA


In the present scenario, automobile industry presents a galaxy of verities of all possible expectations and globally established industry standards. The automobile sector of India is the seventh largest in the world. In a year, the country manufactures about 2.6 million cars making up an identifiable chunk in the world annual production of about 73 million cars in a year. The country is the largest manufacturer of motorcycles and the fifth largest producer of commercial vehicles. Also, India is among the worlds largest producer of small cars. Industry experts have visualized an unbelievably huge increase in these figures over the immediate future. The figures published by the Asia Economic Institute indicate that the Indian automobile sector is set to emerge as the global leader by 2012. In the year 2009, India rose to be the fourth largest exporter of automobiles following Japan, South Korea and Thailand. Experts state that in the year 2050, India will top the car volumes of all the nations of the world with about 611 million cars running on its roads.

Some of the leading names echoing in the Indian automobile industry include Maruti Suzuki, Tata motors, Mahindra and Mahindra, Hyundai motors and Hero Honda. Maruti Suzuki India Ltd. outshined others by manufacturing 1 million vehicles. Maruti soon became a household name in the Indian car market coming up with affordable range of vehicles. Hyundai Motors India Ltd steps second providing wide range of vehicles with admiring technologies and also with the sales figure of 46.1% in 2010.

STATEMENT OF PROBLEM: Cars charm one and all, be it a new car or a used one. They are in many colors, many varieties and models of cars on sale. The craze for cars never seems to end. In fact the car market is swamped with all segments of cars viz. sports cars, big cars, small cars, rental cars, cheap cars and many others. As a result the competition among the car manufacturer is also increasing and they are finding innovative ways of capturing the market. In India, both the foreign and domestic car manufacturers fabricate cars of similar nature regarding cost, color, technology etc. Also the mind-set of the people fluctuates from one period to another. Thus it is essential to study the root cause to opt the product of the company and the level of satisfaction they have obtained by the consumer on consumption.

OBJECTIVE OF THE STUDY

To analyze the market conditions for Hyundai. To discern different promotional tools used by Hyundai. To know the customer satisfaction with usage of their cars (Hyundai). To detect various attributes of Hyundai cars that influences the customers to buy. To examine the effect of advertisement on the customers to promote the product. To identify the information resources that the customer using before purchasing the car. To study the opinion of the customers regarding the availability and cost of spares.

REVIEW OF LITERATURE : A brief description about the literature relating to this research topic is given below, Brand equity has been examined from two different perspectives financial and customer based. The first perspective of brand equity that is not discussed in this article is the financial asset value it creates to the business franchise. This method measures the outcome of customer-based brand equity. Initially, brand equity was conceptualized as consisting of consumers brand associations that include brand awareness, knowledge and image (Keller, 1991, 1993). As stated earlier, brand equity is regarded as consisting of two components brand strength and brand value (Srivastava and Shocker, 1991). Our interest is in brand strength, which constitutes the brand associations held by the brands customers. Some researchers view brand equity as perceived brand quality of both the brands tangible and intangible components (Kamakura and Russell, 1991).

According to the American Customer Satisfaction Index (ACSI) is a new type of marketbased performance measure for firms, industries, economic sectors, and national economies. The authors find customer satisfaction to be greater for goods than for services and, in turn, greater for services than for government agencies, as well as find cause for concern in the observation that customer satisfaction in the United States is declining, primarily because of decreasing satisfaction with services. The authors estimate the model for the seven major economic sectors for which data are collected. Highlights of the findings include that (1) customization is more important than reliability in determining customer satisfaction, (2) customer expectations play a greater role in sectors in which variance in production and consumption is relatively low, and (3) customer satisfaction is more quality-driven than value- or price-driven. The authors conclude with a discussion of the implications of ACSI for public policymakers, managers, consumers, and marketing in general.

According to Cathy et al (1995), the issue of the brand equity has emerged as one of the most critical areas for marketing management in the 1990s. This study explores some of the consequences of brand equity. In particular, it examines the effect of brand equity on consumer preferences and purchase intentions. For comparative purposes, two sets of brand were tested one from a service category characterized by fairly high financial and functional risk(hotel), and another from agenerally lower risk product category (household cleansers). Each set includes two brands that are objectively similar (based on consumer Reports rating), but they have invested markedly different levels of advertising spending over the past decade. Across both categories, the brand with higher advertising budget yielded substantially higher levels of brand equity. In turn, the brand with higher equity in each category generated significantly greater preferences and purchase intentions.

From the point of view of Ching (et al 2008), the relationships between brand equity, brand preference, and purchase intentions on international air passengers decisions in Taiwan. The findings indicate positive relationships between brand equity, brand preference, and purchase intentions with a moderation effect of switching cost affecting the relationship between brand equity and purchase intentions. More specifically, the effect of brand equity on purchase intentions is not significant for passengers with low switching costs.

Kyung Hoon (et al 2008), suggests his studies relating to Health care marketers face unique challenges around the world, the role of the health care field plays in contributing to public welfare. Hospital marketing in Korea is particularly challenging since Korean law prohibits hospitals from running any advertising. As a result, Korean hospitals depend heavily on customer relationship management (CRM). This study identifies five factors that influence the creation of brand equity through successful customers relationships, trust, customer satisfaction, relationship commitment, brand loyalty and brand awareness. An empirical test of the relationships among these factors suggests that hospitals can be successful in creating image and positive brand equity if they can manage their customer relationships well.

Chang et al (2009), the antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.

Manoj Pandey & Dr. J.K. Raju (2009), the outcome of brand positioning is brand perception which can be gathered from multiple routes including customer experiences, marketing communication efforts and word of mouth. The perception of the brand is critical as is apparent from the huge amount of money being spent by organization on brand development and measurement. Still very little is known about the relationship between brand perception and customer behavior including customer loyalty. This study has been conducted empirically by testing two hypotheses about the relationship between brand perception and brand loyalty. The first part of the research shows very little evidence that any one brand attribute is more relevant or related to brand loyalty than other brand attributes. The second part observes that higher number of attribute association with brand leads to higher brand loyalty. It also emphasizes that brand uniqueness is critical in getting the customer attention however the source to create that uniqueness is critical in getting the customer attention. In addition to the above, the paper discusses different short and long term strategies of brand development.

Dr. P. Natarajan & Thiripurasundari U. (2010), in their paper Brand Preference on B Segment Maruti Cars, emphasized that strong brands quality increase trust in intangible products enabling customers to better visualize and understand them. The Brand Preference towards Maruti B Segment cars is studied by administering structured interview schedule to150 customers in Puducherry city. Maruti should take the initiative to introduce new models according to the choice of the customers at regular intervals which will pave the way to be No.1 Company in India in the near future. While the customer gets satisfaction and is able to improve his/her standard of living and quality of life, the marketer profits from the brand experience that the customer gets and is able to generate a surplus after ensuring satisfaction to the consumer.

Dr. P. Natarajan & U. Thiripurasundari (2010) this study observes that consumer preference of global brands vs. local brands in the Indian car industry. Consumer brand perceptions have substantial implications in Marketing. The customers preference towards local and global brands is studied by administering structured interview schedule with 150 customers in Puducherry city. The findings of the study advised that the consumers who possessed global car brands, preferred their car brands due to factors such as global presence, worldwide reputation and quality of being a foreign made. Consumers made favourable perceptions the country, wherein they tend to associate factors such as superior quality, technical advancements, modernization etc. to the country from which the brand had taken its origin. Consumers who owned a local brand evaluated the local brand in a favourable manner, wherein they tend to associate the brand to Indias strong automobile sector that makes quality and technically efficient cars.

Thus, the review of literature reveals that many studies on Brand Equity were done only on FMCG Products and Service Sector units. This study focuses on durable goods relating to Automobile industry, especially passenger cars. Further, literature review vividly shows that the studies were focused on building and conceptualizing brand equity with no consensus on how to measure it or what constructs to include in the measurement process. Therefore, there is an urgent need to identify and opertionalize brand equity constructs in a way that allows researchers to empirically measure them and effectively analyze the key factors associated with brand market performance.

SCOPE OF THE STUDY: The main scope of the study is that, it helps the organization to u n d e r s t a n d t h e c o n s u m e r p s yc h o l o g y o n c h o o s i n g t h e p r o d u c t o r s e r v i c e so that easily the product can be positioned. The study helps to know about the consumers perception towards H yu n d a i C a r s a m o n g o t h e r c o m p e t i n g b r a n d s . I t a l s o f a c i l i t a t e s t o m e e t out their expectation in future in turn that will increases the volume of sales.

The efficiency of dealer service provided to the consumers, so that it can create the root for further improvements .

M E T H O DO L O G Y O F T H E S T UD Y :
The methodology used in the study is as follows:

AREA OF STUDY
Area of study taken for this research is Coimbatore City which is one of the fast developing cities in India in all aspects.

SOURCE OF DATA
The data have been collected by using questionnaire as a tool. It helps in collecting the primary data in person as it is well structured in simple and understandable manner so as to fulfill the prime and other objectives of the study. In this study, a sample of 100 respondents was selected from the Coimbatore City using Convenient Random Sampling Method. The opinion given by the respondents were processed.

SAMPLING DESIGN
The study involves the collection of data from 100 respondents using Convenient Random Sampling Technique.

STATISTICAL TOOL USED IN THE STUDY


Percentage Analysis

Primary Data: Primary data is such data which is original in nature and collected by the researcher itself for its own purposes. My project report is based on the primary data which is collected through the questionnaire designed according to customers.

L I MI T AT I O NS O F T H E S T U DY:
The study has been done in Coimbatore city only that the attitudes of the people dwelling on other cities are ignored. T h e s t u d y h a s b e e n c o n f i n e d t o h u n d r e d s a m p l e s o n l y. The study has been made within the short period of time.

CHAPTER SCHEME
Chapter I It deals with the Introduction and Design of the Study. Chapter-II It deals with Review of Literature. Chapter-III In this chapter, the profile of the Hyundai Motors India Ltd is given. Chapter-IV This chapter deals with the analysis and interpretation of the study. Chapter-V In this chapter, the findings, suggestions and conclusion are given.

C O MP A N Y P RO F I L E : H Y U ND AI M O T O R G RO UP :
HYUNDAI HOPE YOU UNDERSTAND NOTHINGS DELIVERABLE AND INEXPENSIVE

Hyundai Motor Company is a Korean automaker which along with Kia comprises the Hyundai Kia Automotive Group, the world's fourth largest automaker as of 2009 and the world's fastest growing automaker. Headquartered in Seoul, South Korea, Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons around the world. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms worldwide. In 2010, Hyundai sold over 1.7 million vehicles worldwide. CHUNG-JU-YUNG founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967. The company's first model, the Cortina, was released in cooperation with Ford Motor Company in 1968. In 1975, THE PONY, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and power train technology provided by Japan's Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company succeeded in developing its first proprietary gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for technological independence.

In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a worldclass brand. Chung- Ju- Yung transferred leadership of Hyundai Motor to his son, Chung Mong Koo, in 1999. Hyundai's parent company, Hyundai Motor Group, invested heavily in the quality, design, manufacturing, and long-term research of its vehicles. In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D. Power and Associates. Hyundai is now one of the top 100 most valuable brands worldwide. Since 2002, Hyundai has also been one of the worldwide official sponsors of the FIFA World Cup. Hyundai motor vehicles are sold in 193 countries through some 5,000 dealerships and showrooms.

Research and Development


Hyundai has 6 R&D centers worldwide, located in Korea (three offices), Germany, Japan and India. Additionally, there is an American design center in California that develops designs for US markets.

HYUNDAI MOTORS INDIA LIMITED


Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea and is the largest passenger car exporter and the second largest car manufacturer in India. HMIL presently markets 7 models of passenger cars across segments.

HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most advanced production, quality and testing capabilities in the country. To cater to rising demand, HMIL commissioned its second plant in February 2008, which produces an additional 300,000 units per annum, raising HMILs total production capacity to 600,000 units per annum.

In continuation with its commitment to providing Indian customers with cutting-edge global technology, HMIL has set up a modern multi-million dollar research and development facility in the cyber city of Hyderabad. It aims to become a centre of excellence for automobile engineering and ensure quick turnaround time to changing consumer needs.

As HMC's global export hub for compact cars, HMIL is the first automotive company in India to achieve the export of 10 lakh cars in just over a decade. HMIL currently exports cars to more than 115 countries across EU, Africa, Middle East, Latin America and Asia Pacific. It has been the number one exporter of passenger car of the country for the sixth year in a row. To support its growth and expansion plans, HMIL currently has a 329 strong dealer network and 698 strong service points across India, which will see further expansion in 2011. Hyundai Motor India Limited is currently the second largest carmaker after Maruti Suzuki and largest auto exporter in India. It is making India the global manufacturing base for small cars.. In the year 2007 Hyundai opened its R&D facility in Hyderabad Andhra Pradesh, employing now nearly 450 engineers from different parts of the country. Basically the Hyundai Motor India Engineering (HMIE) gives technical & engineering support in Vehicle development

and CAD & CAE support to Hyundai's main R&D center in Namyang Korea. In 2010, Hyundai started its design activities at Hyderabad R&D Center with Styling, Digital Design & Skin CAD Teams.

HYUNDAI MOTORS SALES TREND:


Since inception, HMIL has dominated the automobile market with the reputation of being the fastest growing automobile manufacturer in India. HMIL's growth has been driven by volume-oriented revenues coupled with technological soundness and superior designs.

A major force in the Indian automobile scenario, HMIL is the second largest manufacturer in India. Focusing on the latest technologies and innovative marketing strategies, HMIL has carved out a niche for itself in the market today with most of its models leading in their respective segments. Its been a long journey from just 8,447 units in 1998, till today when HMIL has become a key player in driving the industry growth year after year. In calendar year 2010 (Jan Dec) HMIL grew by 7.8% cumulatively registering total sales of 603,819 units as against 559,880 units of 2009 with domestic sales surging by 23.1% over 2009. Domestic sales accounted for 356,717 units in 2010 as against 289,863 in the year 2009. Overseas sales accounted for 247,102 units as against 270,017 units in 2009 which reflects a decline of 8.5% for the calendar year 2010.

HYUNDAI MOTOR INDIA LTD EXPORTS

Export Milestones February 22, 2010 August 29, 2009 Fastest Exports of 10 lakh cars Hyundai Motor India Ltd. receives the EEPC National Award for Export Excellence for 2007-08. Hyundai won the Gold Trophy in the Large Enterprise category. Hyundai Motor India honored with EXIM Achieved Award for the year 2008 by Tamil Chamber of Commerce Hyundai Motor India conferred the Top Exporter of the Year for 2006-07in the category of Large Enterprises and received the Gold Trophy at the Southern Region Annual Award Presentation by the Engineering Export Promotion Council (EEPC). Hyundai Motor India awarded with the Niryat Shree Silver Trophy for the year 2005-06 by the Federation of Indian Export Organizations (FIEO). Hyundai exports its first batch of i20 to European market. The first export consignment comprised 2,820 units of i20. Fastest Export - Over One lakh units of i10 exported since its launch in Oct 31, 2007 Fastest Export of 5 lakh units Fastest Export of 4 lakh units Hyundai Motor India adjudged the Top Exporter of the Year for 2005-06 in the category of Large Enterprises and received the Gold Trophy by the Engineering Export Promotion Council (EEPC) Hyundai Motor India ships out the first Getz Hyundai Motor India rolls out the fastest 300,000th export car

March 25, 2009 February 11, 2009

December 16, 2008

November 5, 2008 June 11, 2008 March 27, 2008 August 6, 2007 June 1, 2007

March 26, 2007 October 31, 2006

November 29, 2005 October 18, 2005 October 31, 2004

August 12, 2003

March 13, 2003 July 21, 2000

HMI exports its first shipment to UK. HMI exported its 2 lakh car to the overseas market. HMIL crossed the figure of 1 lakh vehicles in exports and emerged as the largest exporter in the Indian automobile industry. Export shipment of 1,500 Santro Xing cars leave for Europe, HMI becomes the small cars export hub for Hyundai Motor Company. Hyundai Motor India commences exports to Latin America First major export-shipment of 760 Accent and Santro cars rolls out of the Chennai Port for Algeria

OUTPUT OF HMIL:
Hyundai sells several models in India, the most popular being the Santro Xing, i10 and the i20. Other models include Getz Prime, Accent, Terracan, Elantra (Discontinued), second generation Verna, Tucson, Santa Fe and the Sonata Transform.

OVERVIEW OF HYUNDAI PRODUCTS: SANTRO XING

Hyundai Santro Xing is an upgraded version of Santro that features stylish and comfortable features. It has been one of the highest selling cars of India. Hyundai Santro Xing is a smartly designed car that comes loaded with many stylish and comfortable features. It offers good fuel economy and pick-up of the vehicle is excellent. Santro lacks standard CD player and leather seats. It does not feature air bag for both driver and passenger. The various variants of Hyundai Santro are available in the range of Rs 2, 81,636 Rs 3, 99,996. It provides stiff competition to Fiat Palio Stile, Chevrolet Spark, Maruti Wagon R and Maruti Zen Estilo.

HYUNDAI i10

The Hyundai i10 is a sub-compact segment car, which has set the sales charts on fire, ever since its introduction in India. It has become the flagship model for the Hyundai motors in the country. Good looks, plush interiors, a high-performance engine, easy maintenance, and great drive quality. The i10 is manufactured at the companys Chennai production house, and is exported to over 70 countries. The variants of Hyundai i10 that are available in India include Asta, Asta w/Sun Roof, Dlite, Era, Magna (O) with Sun Roof and Sportz. The launch price of the car is around Rs 4 lakhs. It comes in colours like Crystal White, Stone Black, Oyster Grey, Virtual Yellow, Electric Red, Deep-ocean Blue, Champagne Gold, Blushing Red, Sleek White and Alpine Blue. The car competes with the likes of Maruti Suzuki Wagon R and Tata Indica Xeta. The hatch is a small car with a fully loaded package. The car provides for space and is quicker than its counterparts. Also it is the only car which has an automatic variant in the segment. The Maruti Suzuki A-star now also competes for attention in the automatic transmission. The i10 is a quality choice for those who enjoy riding their cars.

VERNA FLUDIC:

Hyundai Verna Fluidic is a new sedan from Hyundai India; it is an upgraded version of Hyundai Verna. The Hyundai Company is presently the 2nd largest car manufacturer in Indian market. Hyundai Verna Fluidic is the most awaited sedan. The company launched it officially on May 11 2011 in India and globally as well. The car falls in C-segment. Hyundai Verna Fluidic comes in both petrol and diesel variants in domestic market. The basic model of Hyundai Verna Fluidic is loaded with 1.4 Liter VTVT petrol engine and the basic model of diesel version is equipped with 1.4 liter CRDi diesel engine. The Hyundai Verna Fluidic has already got 5 star ratings in the Chinese NCAP safety rating. So it shows the companys efforts to protect their customers in case of collision.

Hyundai i20

Hyundai has hit it off fairly well with its new range of products, the 'i' series. The i10 was essentially a replacement for the Santro, and the i20 does the same with the Getz. Hyundai hasn't been known for its diesel hatches, although its sedans have sold appreciably. The first diesel hatch that HMIL offered the Indian public was the Getz CRDi, but the car was overpriced and the dated looks turned many prospective buyers away. Hyundai has now introduced the i20 with a 1.4-litre CRDi engine to clock more miles per hour and litre, and this could be an ideal premium hatch for customers looking for a quick diesel city car.The 1.4-litre petrol also comes with an automatic transmission. The i20 ticks all the right boxes for those who want a good city car: it has sharp looks, handles well in city traffic, has a powerful diesel engine and feels built to last. There are a few letdowns, like the interior space and turbo lag but in the light of Hyundai's legendary service, the ownership experience as a whole will be positive. If you're a young couple on the lookout for powerful diesel car for city use, the i20 CRDi with its powerful engine, sharp looks and high residuals should be at the top of your list.

HYUNDAI ACCENT:

Hyundai Accent has been designed keeping in mind people's expectations from a true luxury sedan. With its smooth blend of design, a zippy responsive engine and well appointed interiors, the Accent sure packs a lot more thrill into your driving. Accent offers all that a midsized sedan can pack and more. The Accent comes with a fresh look front grille with unique horizontal slats for that sophisticated look. Plus, it also comes with body coloured bumpers, body coloured waistline moulding, body coloured door handles, body coloured ORVMs on both sides, body colour rear garnish, tinted glasses, rear defogger, clear headlamps and a six-spoke full wheel cover that give the car a sporty stance. The car has a ground clearance of 172mm and come with 175/70 R13 tubeless tyres. The Accent is a truly capable product from the Hyundai stables. What you get with this mid-sized sedan are features of a luxury sedan and its extensive range of technologically advanced engines pack a lot more thrill into the driving.

CHAPTER IV ANALYSIS AND INTERPRETATION OF DATA

Table 1.1 TABLE SHOWING THE GENDER OF THE RESPONDENTS NO.OF S.NO GENDER RESPONDENTS PERCENTAGE OF RESPONDENTS

MALE

69

69

FEMALE

31

31

TRANSGENDER

TOTAL

100

100

INTERPRETATION The above table reveals that out of the total respondents, 69% of the respondents are Male and 31% of the respondents are Female. Majority of the respondents are MALE.

Table 1.2 TABLE SHOWING THE AGE GROUP OF THE RESPONDENTS NO.OF S.NO AGE GROUP RESPONDENTS PERCENTAGE OF RESPONDENTS

BELOW 25 26 35 36 45

39

39

36

36

19

19

ABOVE 45

TOTAL

100

100

INTERPRETATION The above table reveals that 39% of the respondent belongs to the age group of below 25, 36% of the respondents are between the age group of 26 - 35, 19% of the respondents are between the age group of 36 45 and remaining 6% of the respondents are above 45 years.

Majority of the respondent belongs to the age group of below 25

Table 1.3 TABLE SHOWING THE MARITAL STATUS OF THE RESPONDENTS NO.OF S.NO MARITAL STATUS RESPONDENTS PERCENTAGE OF RESPONDENTS

MARRIED

52

52

UNMARRIED

48

48

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 52% of the respondents are married and 48% of the respondents are Unmarried

Majority of the respondents are MARRIED.

Table 1.4 TABLE SHOWING THE EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

S.NO

EDUCATIONAL QUALIFICATION

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

NO FORMAL EDUCATION

SCHOOL LEVEL

15

15

UNDER GRADUATE LEVEL

62

62

PG LEVEL

16

16

TOTAL

100

100

INTERPRETATION The above table reveals that 7% of the respondents had no Formal Education, 15% of the respondents finished their School level education, 62% of the respondents are Graduates and 16% of the respondents are Post Graduates.

Majority of the respondents are Under Graduates.

Table 1.5 TABLE SHOWING THE OCCUPATION STATUS OF THE RESPONDENTS

S.NO

OCCUPATION STATUS

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

AGRICULTURE

EMPLOYEE

25

25

BUSINESS

33

33

PROFESSIONAL

14

14

OTHERS

20

20

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 8% of the respondents are Agriculturalist, 25% of the respondents are Employees in various concerns, 33% of the respondents are Business people, 14% of the respondents are Professionals and 20% of the respondents belongs to Others category.

Majority of the respondents are BUSINESSPEOPLE.

Table 1.6 TABLE SHOWING FAMILYS MONTHLY INCOME OF THE RESPONDENTS

S.NO

FAMILYS MONTHLY INCOME

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

BELOW 75000

41

41

76000-150000

32

32

151000-225000

18

18

ABOVE 225000

TOTAL

100

100

INTERPRETATION The above table reveals that, 41% of the respondents familys monthly income are below Rs.75000, 32% of the respondents familys are earning Rs.76000-150000, 18% of the respondents familys monthly income are from Rs.151000 to Rs.225000 and 9% of the respondents familys are earning above Rs.225000.

Majority of the respondents are belongs to the Income group of Below Rs.75000.

Table 1.7 TABLE SHOWING THE TYPE OF FAMILY OF THE RESPONDENTS NO.OF S.NO TYPE OF FAMILY RESPONDENTS PERCENTAGE OF RESPONDENTS

JOINT

34

34

NUCLEAR

66

66

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 34% of the respondents are belongs to Joint type of family and 66% of the respondents are belongs to Nuclear type of family.

Majority of the respondents Family type is NUCLEAR.

Table 1.8 TABLE SHOWING NO.OF MEMBERS IN A FAMILY OF THE RESPONDENTS

S.NO

NO.OF MEMBERS

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

TWO

10

10

THREE

29

29

FOUR

35

35

ABOVE FOUR

26

26

TOTAL

100

100

INTERPRETATION The above table reveals that 10% of the respondents family has two members, 29% of the respondents family has three members, 35% of the respondents family has four members and 26% of the respondents family has above four members in a family.

FOUR members in a family gets Majority.

Table 1.9 TABLE SHOWING THE FACTOR MAKES RESPONDENTS TO GO FOR HYUNDAI. NO.OF S.NO FACTOR RESPONDENTS PERCENTAGE OF RESPONDENTS

LOYALTY

22

22

BRAND IMAGE

48

48

SERVICE QUALITY

30

30

TOTAL

100

100

INTERPRETATION The above table reveals that out of the total respondents, 22% of the respondents choose Hyundai because of the Factor Loyalty, 48% of the respondents goes for Hyundai because of the factor Brand Image and 30% of the respondents chooses the factor Service Quality. Majority of the respondents Choose the Factor BRAND IMAGE.

Table 1.10 TABLE SHOWING THE CAR OWNED BY THE RESPONDENTS

S.NO

CAR OWNING

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

SANTRO

34

34

GETZ

15

15

i10

19

19

i20

ACCENT

VERNA

15

15

TOTAL

100

100

INTERPRETATION The above table reveals that 34% of the respondents are Owning Santro Car, 15% of the respondents are Owning Getz, 19% of the respondents are Owning i10, 8% of the respondents are Owning i20, 9% of the respondents are Owning Accent and 15% of the respondents are Owning Verna. Majority of the respondents are using SANTRO CAR.

Table 1.11 TABLE SHOWING THE REASON FOR CHOOSING THE CAR BY THE RESPONDENTS

S.NO

REASON FOR CHOOSING

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

MILEAGE

26

26

PRICE

36

36

SPACE

18

18

MORE FEATURES

19

19

OTHERS

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 26% of the respondents choose this car because of mileage, 36% of the respondents selected this because of price, 18% of the respondents choose this car because of more space, 19% of the respondents choose this car because of more features with it and remaining 1% of the respondents chooses this because of other reasons. Majority of the respondents chooses this car because of PRICE.

Table 1.12 TABLE SHOWING HOW LONG THE RESPONDENTS ARE USING THIS CAR? NO.OF S.NO TIME PERIOD RESPONDENTS PERCENTAGE OF RESPONDENTS

BELOW 6 MONTHS

25

25

6-12 MONTHS

37

37

ABOVE 1 YEAR

38

38

TOTAL

100

100

INTERPRETATION The above table reveals that 25% of the respondents are using this car for less than 6 months, 37% of the respondents are using this car from 6-12 months and 38% of the respondents are using this car above 1 year. Majority of the respondents are using this car above 1 year.

Table 1.13 TABLE SHOWING THE SIGNIFICANT INFORMATION FOR MAKING PURCHASE DECISION BY THE RESPONDENTS

S.NO

SIGNIFICANT INFORMATION FOR MAKING PURCHASE DECISION

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

TV Ads

26

26

NEWS PAPER & MAGAZINES Ads

24

24

ONLINE SERVICE

12

12

PRODUCT DEMO

13

13

SALES REPRESENTATIVE

10

10

EXPERIENCED USERS

15

15

TOTAL

100

100

INTERPRETATION The above table reveals that 26% of the respondents says TV ads makes their purchasing decision, 24% of the respondents says News Paper & Magazines Ads makes their purchasing decision, 12% of the respondents says Online service makes their purchasing decision, 13% of the respondents says Product demo makes their purchasing decision, 10% of the respondents are Owning Accent and 15% of the respondents says Experienced users makes their purchasing decision.

Majority of the respondents says TV ads provide most significant information for making purchase decision of this product.

Table 1.14 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH THE STYLE OF THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

52

52

INFLUENCED

45

45

NOT INFLUENCED

TOTAL

100

100

INTERPRETATION The above table reveals that 52% of the respondents are highly influenced, 45% of the respondents are influenced and 3% of the respondents are not influenced by the style. Majority of the respondents are HIGHLY INFLUENCED by the Style of the car.

Table 1.15 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH COMFORT OF THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

34

34

INFLUENCED

61

61

NOT INFLUENCED

TOTAL

100

100

INTERPRETATION The above table reveals that 34% of the respondents are highly influenced, 61% of the respondents are influenced and 5% of the respondents are not influenced by the comfort level. Majority of the respondents are INFLUENCED by the COMFORT level of the car.

Table 1.16 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH MILEAGE OF THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

32

32

INFLUENCED

52

52

NOT INFLUENCED

16

16

TOTAL

100

100

INTERPRETATION The above table reveals that 32% of the respondents are highly influenced, 52% of the respondents are influenced and remaining 16% of the respondents are not influenced by the Mileage of the car. Majority of the respondents are INFLUENCED by the MILEAGE of the car.

Table 1.17 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH PRICE OF THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

32

32

INFLUENCED

63

63

NOT INFLUENCED

TOTAL

100

100

INTERPRETATION The above table reveals that 32% of the respondents are highly influenced, 63% of the respondents are influenced and remaining 5% of the respondents are not influenced by the Price of the car. Majority of the respondents are INFLUENCED by the PRICE of the car.

Table 1.18 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH COLOUR OF THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

40

40

INFLUENCED

46

46

NOT INFLUENCED

14

14

TOTAL

100

100

INTERPRETATION The above table reveals that 40% of the respondents are highly influenced, 46% of the respondents are influenced and 14% of the respondents are not influenced by the Colour of the car. Majority of the respondents (46%) are INFLUENCED by the COLOUR of the car.

Table 1.19 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH THE PRODUCT FEATURES OF THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

36

36

INFLUENCED

39

39

NOT INFLUENCED

25

25

TOTAL

100

100

INTERPRETATION The above table reveals that 36% of the respondents are highly influenced, 39% of the respondents are influenced and remaining 25% of the respondents are not influenced by the Product features of the car. Majority of the respondents (39%) are INFLUENCED by the Product features of the car.

Table 1.20 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH THE TECHNOLOGY IN THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

36

36

INFLUENCED

43

43

NOT INFLUENCED

21

21

TOTAL

100

100

INTERPRETATION The above table reveals that 36% of the respondents are highly influenced, 43% of the respondents are influenced and remaining 21% of the respondents are not influenced by the Technologies in the car. Majority of the respondents (43%) are INFLUENCED by the Technologies in the car.

Table 1.21 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH THE SAFETY MEASURES IN THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

36

36

INFLUENCED

45

45

NOT INFLUENCED

19

19

TOTAL

100

100

INTERPRETATION The above table reveals that 36% of the respondents are highly influenced, 45% of the respondents are influenced and 19% of the respondents are not influenced by the Safety Measures in the car. Majority of the respondents (45%) are INFLUENCED by the Safety Measures in the car.

Table 1.22 TABLE SHOWING THE RESPONDENTS INFLUENCE LEVEL WITH THE PICK-UP OF THE CAR NO.OF S.NO INFLUENCE LEVEL RESPONDENTS PERCENTAGE OF RESPONDENTS

HIGHLY INFLUENCED

44

44

INFLUENCED

38

38

NOT INFLUENCED

18

18

TOTAL

100

100

INTERPRETATION The above table reveals that 44% of the respondents are highly influenced, 38% of the respondents are influenced and remaining 18% of the respondents are not influenced by the pickup of the car. Majority of the respondents (44%) are HIGHLY INFLUENCED by the Pick-up of the car.

Table 1.23 TABLE SHOWING THE MONTHLY MAINTENANCE EXPENSES OF THE CAR

NO.OF S.NO EXPENSES RESPONDENTS

PERCENTAGE OF RESPONDENTS

BELOW 1000

27

27

1001-2000

52

52

ABOVE 2000

21

21

TOTAL

100

100

INTERPRETATION The above table reveals that out of the total respondents, 27% of the respondents says monthly maintenance expenses are below Rs.1000, 52% of the respondents says monthly maintenance expenses are between Rs.1001-2000 and 21% of the respondents says monthly maintenance expenses are above Rs.2000 Majority of the respondents says monthly maintenance expenses are between Rs.10012000.

Table 1.24 TABLE SHOWING THE AVAILABILITY OF GENUINE SPARES OF THE CAR

NO.OF S.NO AVAILABILITY RESPONDENTS

PERCENTAGE OF RESPONDENTS

HIGHLY AVAILABLE

20

20

AVAILABLE

63

63

NOT AVAILABLE

17

17

TOTAL

100

100

INTERPRETATION The above table reveals that out of the total respondents, 20% of the respondents says Genuine spares are highly available, 63% of the respondents says Genuine spares are Available and 17% of the respondents says Genuine spares are Not Available. Majority of the respondents says genuine spares are AVAILABLE.

Table 1.25 TABLE SHOWING THE SATISFACTION LEVEL OF SERVICE PROVIDED IN HYUNDAI SHOWROOM & SERVICE CENTERS

S.NO

LEVEL

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

VERY GOOD

22

22

GOOD

48

48

AVERAGE

26

26

BAD

TOTAL

100

100

INTERPRETATION The above table reveals that 22% of the respondents says service provided in Hyundai Showroom & Service Centers is Very Good, 48% of the respondents says service provided in Hyundai Showroom & Service Centers is Good, 26% of the respondents says service provided in

Hyundai Showroom & Service Centers is Average and 4% of the respondents says service provided in Hyundai Showroom & Service Centers is Bad.

Majority of the respondents says service provided in Hyundai Showroom & Service Centers is GOOD. Table 1.26 TABLE SHOWING DID THE RESPONDENTS USES ANOTHER CAR DID S.NO RESPONDENTS OWNS ANOTHER CAR NO.OF RESPONDENTS PERCENTAGE OF RESPONDENTS

YES

30

30

NO

70

70

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 30% of the respondents have another company car and 70% of the respondents do not have another company car.

Majority of the respondents (70%) have only Hyundai Car.

Table 1.27 TABLE SHOWING WHICH CAR IS BETTER NO.OF S.NO CAR COMPANY RESPONDENTS PERCENTAGE OF RESPONDENTS

HYUNDAI

78

78

ANOTHER COMPANY CAR

22

22

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 78% of the respondents rated Hyundai is Better and 22% of the respondents rated that another company car is Better.

Majority of the respondents (78%) rated Hyundai Cars are Better.

Table1.28 TABLE SHOWING WHO PLAYS MAJOR ROLE IN SELECTING THIS CAR

S.NO

ROLE PLAYED BY

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

SELF-DECISION

33

33

SPOUSE

27

27

FAMILY FRIENDS & RELATIVES

32

32

CHILDREN

TOTAL

100

100

INTERPRETATION

The above table reveals that 33% of the respondents makes Self-Decision, 27% of the respondents says Spouse makes the decision, 32% of the respondents says Family Friends & Relatives played major role in making decision and 8% of the respondents says their children played a major role in selecting this car.

Majority of the respondents (33%) Made SELF-DECISION Table 1.29 TABLE SHOWING THE PROBLEM FACED BY THE RESPONDENTS WITH THEIR CAR

S.NO

PROBLEMS

NO.OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

NO MILEAGE

18

18

POOR GROUND CLEARANCE

23

23

LACK OF BOOT SPACE

17

17

LACK OF ADVANCED TECHNOLOGY

30

30

ALL THE ABOVE

12

12

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 18% of the respondents faced the problem with mileage i.e. no mileage, 23% of the respondents says its ground clearance is bad, 17% of the respondents problem is lack of boot space, 30% of the respondents feels it has no advanced technology and remaining 12% of the respondents states all the above problems with their car. Majority of the respondents feels it LACKS ADVANCED TECHNOLOGY.

Table 1.30 TABLE SHOWING WHETHER THE RESPONDENTS WILL RECOMMEND THIS CAR OR NOT NO.OF S.NO RECOMMENDATION RESPONDENTS PERCENTAGE OF RESPONDENTS

YES

70

70

NO

30

30

TOTAL

100

100

INTERPRETATION The above table reveals that out of total respondents, 70% of the respondents say that they will recommend this car to others and remaining 30% of the respondents will not recommend this car to others.

Majority of the respondents (70%) WILL RECOMMAND THIS CAR.

CHAPTER 5 FINDINGS, SUGGESTIONS AND CONCLUSION


The following are the findings made in the study: 1. Majority of the respondents are Male 2. Majority of the respondents fall below age group of 25 years. 3. Majority of the respondents are Married. 4. Majority of the respondents are Undergraduates. 5. A vast majority of the respondents are Business people 6. The family monthly income of majority of the respondents is Below 75000. 7. A vast majority of the respondents are from nuclear families. 8. The size of the families of majority of respondents consists of 4 members. 9. Majority of the respondents Choose the Factor Brand Image. 10. Majority of the respondents are using Santro Car. 11. Majority of the respondents chooses this car because of Price. 12. Majority of the respondents are using this car Above 1 Year. 13. Majority of the respondents says TV ads provide most significant information for making purchase decision of this product. 14. Majority of the respondents are Highly Influenced by the Style of the car.

15. Majority of the respondents are Influenced by the Comfort level of the car. 16. Majority of the respondents are Influenced by the Mileage of the car. 17. Majority of the respondents are Influenced by the Price of the car. 18. Majority of the respondents are Influenced by the Colour of the car. 19. Majority of the respondents are Influenced by the Product features of the car. 20. Majority of the respondents are Influenced by the Technologies in the car. 21. Majority of the respondents are Influenced by the Safety Measures in the car. 22. Majority of the respondents are Highly Influenced by the Pick-up of the car. 23. Majority of the respondents says monthly maintenance expenses are between Rs.10012000. 24. Majority of the respondents says genuine spares are Available. 25. Majority of the respondents says service provided in Hyundai Showroom & Service Centers is Good. 26. Majority of the respondents have only Hyundai Car. 27. Majority of the respondents rated Hyundai Cars are Better. 28. Majority of the respondents Made Self-Decision 29. Majority of the respondents feels it Lacks Advanced Technology. 30. Majority of the respondents will Recommend This Car.

SUGGESTIONS

The overall satisfaction index from the study reveals that the company is performing very well and customers buying are much satisfied with the service given to them. The only couple problem noticed are: Some of the customers have complained about the lack of advanced technology in small segment cars. Therefore, this is the area which we recommend to the company to focus a little bit more. It needs to improve its services policy. Need to become little quick and fast.

Some of the customers have also complained about the after purchase services provided by the showrooms. Even though the complaints are minor, the showrooms need to resolve the customer after purchase service issues in order to achieve customer satisfaction.

And some valuable suggestions were given some customers are:

Some of the customer have suggested that price of the Diesel cars can be reduced. Luxury Segment cars can be introduced by Hyundai, for which many customers are eagerly waiting. The company should also concentrate on Mileage of the cars.

CONCLUSION
Increasing competition, ever growing market, easy availability of the finances and increasing population of young executives, with huge disposable incomes, over the past few years has substantially increased the sales in the automobile industry. Also, the competition among the dealers of the products has increased with each trying to maximize their customer base. The market of Hyundai cars is growing at rapid speed. Hyundai being one of the dominating and leading players in passenger car market is expected to attract significant attention among the investors. In this Automobile segment there has been heightened competition with other leading players like Maruti, Honda, Ford and many others. As there was competition in small car industry, there was reduction in prices of the cars and modifications done with the existing product (e.g., Santro to Santro Xing, i10 to i10 kappa ) and were introduced in the market. Hyundai small car segment has occupied second position in the market share.

BIBLIOGRAPHY

Websites:
www.google.com www.scribd.com www.hyundai.co.in www.wikipedia.com www.jdpower.co.jp www.asq.org