A

Research Report

On

CONSUMER PERCEPTION TOWARDS HYUNDAI: A STUDY IN

RAIPUR CITY

Submitted For Partial Fulfillment Of Requirement For The Award Of Degree

Master Of Business Administration
CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSITY
BHILAI (C.G)

Submitted By
Name : Nikhil Varu
MBA:2nd Sem
Subject Code:576221(76)
Session 2018-20

FACULTY OF MANAGEMENT
RAIPUR INSTITUTE OF TECHNOLOGY
Approved By (AICTE)
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 DECLARATION
I Nikhil Varu undersigned solemnly declare that the report of the project work entitled
“CONSUMER PERCEPTION TOWARDS HYUNDAI: A STUDY IN RAIPUR CITY” is
based my own work carried in course of my study under the supervision of Prof.Mr. Ram Kumar
Sahu.

I assert that the statements made and conclusions drawn are an outcome of the project

work. I further declare that to the best of my knowledge and belief that the project report

does not contain any part of any work which has been submitted for the award of any other

degree in this University or any other University.

CERTIFICATE BY GUIDE
2
This to certify that the report of the project submitted is the outcome of the project work entitled
“CONSUMER PERCEPTION TOWARDS HYUNDAI: A STUDY IN RAIPUR CITY”
carried out by Nikhil Varu bearing Roll No 501207618045 & Enrollment No BF2593 Carried by
under my guidance and supervision for the award of Degree in Master of Business
Administration of Swami Vivekanand Technical University,Bhilai(C.G), India.

To the best of the my knowledge the report

i) Embodies the work of the candidate herself,

ii) Has duly been completed,

iii) Is up to the desired standard for the purpose of which is submitted.

______________________

(Signature of the Guide)

Mr.Ram Kumar Sahu

Assistant. Professor

CERTIFICATE BY THE EXAMINER

3
This is to certify that the report of the project Submitted is the outcome of the project work
entitled “CONSUMER PERCEPTION TOWARDS HYUNDAI: A STUDY IN RAIPUR
CITY” carried out by Nikhil Varu, Roll No.501207618045, Enrollment No.BF2593 carried
by under my guidance and supervision for the award of degree Master of Business
Administration of Chhattisgarh Swami Vivekanand Technical University,Bhilai(C.G)

____________ _____________

Name & Signature of Name & Signature of

External Examiner Internal Examiner

Date: Date:

ACKNOWLEDGEMENT

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It gives me immense pleasure to express my deepest sense of gratitude of the people who have
contributed either directly or indirectly in successful completion of the project.

I am highly indebted to my guide Prof. Ram Kumar Sahu as well as Dr. Tanushree Chatterjee for
her valuable guidance & encouragement during the entire period of my work. Her ideas, precise
suggestion, timely discussions, whenever I was in need are whole hearted appreciated.

I also take this opportunity to thank the Head of Management Department Dr. Prachi Sharma and
the people who have directly or indirectly helped me in the completion of the research.

I would also like to convey my sincere thanks all the faculty members of management
department of Raipur Institute of Technology.

Name: Nikhil Varu

Roll No. 501207618045

MBA 2nd Semester

INTRODUCTION

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What is Marketing?

Marketing is the study and management of exchange relationship.Marketing is used to create,

keep and satisfy the customer.With the customer as the focus of its activities, it can be concluded
that Marketing is one of the premier components of Business Management - the other being
Innovation.

What is consumer ?

An individual who buys products or services for personal use and not for manufacture
or resale. A consumer is someone who can make the decision whether or not to purchase
an item at the store, and someone who can be influenced by marketing and advertisements.
Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else,
they are making that decision as a consumer.

What is Consumer Perception?

Consumer perception refers to the process by which a customer selects,organise and interprets
information/stimuli inputs to create a meaningful picture of the product.Consumer perception
applies the concept of sensory perception to marketing and advertising.Just as sensory perception
relates to how human perceive and process sensory stimuli through their five senses,consumer
perception pertains to how individual from opinions about companies and the merchandise they
offer through the purchases they make merchants apply consumers perception them.They also
use consumer perception theory to develop marketing and advertising strategies intended to
retain current customers and attract new ones.There are three types of consumer perception are:-

 Self perception

 Price perception

 Benefit perception

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  Self perception:- Self perception theory attempts to explain how individuals develop an
understanding of the motivations behind their own behaviour.Self perception by
customers relates to values and motivations that drive buying behaviour which is also an
important aspect of consumer perception theory.

 Price perception:- While mass merchandisers such as Wal-Mart emphasize low prices
as an inherent virtue, upscale merchants attempt to emphasize quality and value for
money to appeal to potential customers. Researchers at the School of Business
Administration at LaSalle University and LeBow College of Business at Drexel
University considered several factors, including price perception -- whether consumers
believed they were being charged fair prices -- in determining whether online shoppers
would make repeat purchases through the same website. The researchers concluded that
price perception strongly influenced whether customers were satisfied with their
purchases and whether they would make future purchases. Two factors that shaped price
perception were the perceived quality of the merchandise or service in question and price
comparisons with merchants offering similar merchandise or services.

 Benefit perception:- "It's good, and it's good for you." Many consumers are familiar
with this phrase frequently associated with food advertising. Researchers from Marquette
University, Louisiana State University and the University of Arkansas surveyed
customers to determine how nutrition claims associated with food affected their
perception of that food's nutritional value. The researchers found that consumers tend to
reject general, unsupported claims of enhanced nutrition, especially concerning high
nutritional value for foods that are traditionally viewed as unhealthy. The researchers also
theorized that consumers would demonstrate a trend toward applying more scrutiny to
nutrition claims and would demand more specific information about the foods they
purchase.

Importance of consumer perception

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When customers buy your products, they purchase much more than physical objects. Successful
marketing involves building a brand with sensory and emotional triggers and then working daily
to reinforce the image that your brand triggers in the hearts and minds of customers.

The consumer perception that can make or break your brand may be carefully cultivated through
clever and effective advertising. Changes in consumer perception of brands can also spring
seemingly out of nowhere, as when the Hush Puppies shoe brand became a fad during the '90s
with little engineering from the company itself.

Whether your company has painstakingly fostered customer perception or had the great fortune
to unwittingly benefit from it, the importance of your brand's reputation should never be
underestimated.

 Marketing and Actions:- Successful marketing is a process of reaching out to customers

through advertising, selling strategies and the product itself to create an impression that
inspires loyalty. However, that impression is unlikely to endure unless you work hard to
maintain it. The outdoor apparel company L.L. Bean has a return policy of replacing any
product that a customer returns for any reason, regardless of how long it has been worn.
This policy surely costs the company extra when unscrupulous customers choose to take
advantage and return items that have been worn for a considerable period of time. Over
the long term, though, this legendary return policy has worked to the company's
advantage by building trust and extraordinary loyalty.

 Negative perceptions:- Negative consumer perceptions can be at least as powerful as

positive ones especially in the era of social media when stories about companies' bad
behaviors spread quickly and can have devastating repercussions. When United Airlines
had a ticketed customer dragged off a flight in April 2017, the story spread through both
social and mainstream media, creating a backlash from consumers who boycotted the
airline and canceled credit cards affiliated with it. The negative publicity rippled among
shareholders as well causing the company's price to plummet by $1.4 billion.

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  Referrals:- Referrals are a powerful way to foster positive consumer perception because
they often come about organically through customers telling their friends which products
they buy and why they buy them. Because they come from customers rather than from
marketing or advertising, referrals give your company genuine credibility. Referrals grow
out of brand loyalty and generate additional loyalty to your brand. You can give
customers incentives to make referrals such as by offering free products or services, but if
you've done a good job fostering positive consumer perceptions, you'll get customer
referrals whether or not you reward customers for them

What is Consumer Attitude?

Consumers are individuals with likes and dislikes. When the preponderance of people in a
particular group feel one way or another about a product, service, entity, person, place or thing, it
is said to be a generalized consumer attitude that could affect the marketing of that person,
product or entity in positive or negative ways. Marketers strive to influence consumer attitudes,
and understanding the prevailing attitude is the first step to changing it if needed.Consumer
attitudinal research:- One of the prime reasons for conducting marketing research is to
understand consumer attitudes. Attitudes affect behavior. In marketing, the desired behavior is to
purchase a product or service. Marketers need to know what attitudinal barriers exist in
purchasing so they can strategize how to counter those obstacles through marketing
activities.Large companies will conduct market studies that survey the opinions of hundreds or
thousand of people. Their goal is to survey a sample size large enough so that the results are
deemed “significant.” They pose questions to study participants that attempt in every way
possible to understand all the attitudinal nuances of the study subject. Findings from research are
used as the basis for marketing and advertising strategies. Big marketers will benchmark
attitudes and do successive studies over a number of years to determine if marketing efforts have
worked to change consumer attitudes.

 Negative learned attitude:- People develop attitudes almost from birth. Some attitudes are
learned, likely from parents. The influence of a respected person can be a powerful and long
lasting attitude influencer. A marketer of a new detergent might have difficulty persuading a

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 group of people who hold the belief that only the detergent brand Mom used is best. From the
marketer's perspective, these learned attitudes are negative ones because they can affect
receptivity to his product. Despite the marketers’ best efforts, there might be little that can be
done to dissuade such a belief if it's strongly ingrained.Learned attitudes can be deep-seated,
emotionally charged feelings that dictate behaviors which can even baffle the person
exhibiting those attitudes. When marketers encounter consumers with learned negative
attitudes, they usually write off those groups as not worth the time and effort to target for
marketing purposes.

 Positive learned attitude:- Consumers who have positive learned attitudes are an automatic
consumer franchise for marketers. They tend to exhibit loyalty and purchase frequently as
well as defend the product or service to others who may criticize it. They take criticism as a
negative reflection of the individual from whom they learned the attitude. The higher the
regard they hold the original opinion holder, the more likely they are to hold onto their
attitudes about a product or service.

 Negative experience attitude:- Most consumer attitudes are borne out of experience with
products and services. A person who has a bad experience with a type of car might never be
persuaded to purchase that kind of car again, no matter how attractive the price offer.
Consumers can generalize a negative attitude toward whole categories of goods and services
or even groups and communities. People who eat organic foods might have negative attitudes
about non-organic foods. Similarly, someone who got sick from eating too much ice cream as
a child might have the attitude that all dairy is bad. Negative experiences adversely affect
consumer attitudes.

 Positive experience attitude:- Positive experiences work to the advantage of marketers.

Getting 20 years out of one make of car likely will make the next car purchased of the same
make. Positive experience equals favorable behavior. Marketers work to make experiential
attitudes as positive as possible.

What is Automotive industry ?

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 The automotive industry is a wide range of companies and organizations involved in the
design, development, manufacturing, marketing, and selling of motor vehicles, some of them
are called automakers. It is one of the world's most important economic sectors by revenue.
The automotive industry does not include industries dedicated to the maintenance of
automobiles following delivery to the end-user, such as automobile repair shops and motor
fuel filling stations.

The term automotive was created from Greek autos (self), and Latin motivus (of motion) to
represent any form of self-powered vehicle. This term was proposed by Elmer Sperry.

The automotive industry began in the 1890s with hundreds of manufacturers that pioneered
the horseless carriage. For many decades, the United States led the world in total automobile
production. In 1929, before the Great Depression, the world had 32,028,500 automobiles in
use, and the U.S. automobile industry produced over 90% of them. At that time the U.S. had
one car per 4.87 persons.After World War II, the U.S. produced about 75 percent of world's
auto production. In 1980, the U.S. was overtaken by Japan and then became world's leader
again in 1994. In 2006, Japan narrowly passed the U.S. in production and held this rank until
2009, when China took the top spot with 13.8 million units.With 19.3 million units
manufactured in 2012, China almost doubled the U.S. production, with 10.3 million units,
while Japan was in third place with 9.9 million units.From 1970 (140 models) over 1998
(260 models) to 2012 (684 models), the number of automobile models in the U.S. has grown
exponentially.

OBJECTIVES OF THE STUDY

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 To find out consumer perception towards Hyundai cars.

 To study the factors for purchasing the four wheeler.

 To determine the factors influencing the choice of Hyundai cars.

 To study the satisfaction level of consumer of Hyundai cars.

 To know about consumer expectations from Hyundai cars.

COMPANY PROFILE

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Hyundai Motor Company

The Hyundai Motor Company is a South Korean multinational automotive manufacturer

headquartered in Seoul, South Korea. The company was founded in 1967 and, along with its
32.8% owned subsidiary, Kia Motors, and its 100% owned luxury subsidiary Genesis Motors
which together comprise the Hyundai Motor Group. It is the third largest vehicle manufacturer in
the world.

Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan,
South Korea, which has an annual production capacity of 1.6 million units. The company
employs about 75,000 people worldwide. Hyundai vehicles are sold in 193 countries through
some 5,000 dealerships and showrooms.

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.When Hyundai wanted to develop
their own car, they hired George Turnbull in February 1974, the former Managing Director of
Austin Morris at British Leyland. He in turn hired five other top British car engineers. They were
Kenneth Barnett body design, engineers John Simpson and Edward Chapman, John Crosthwaite
ex-BRM as chassis engineer and Peter Slater as chief development engineer.In 1975, the Pony,
the first South Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and
powertrain technology provided by Japan's Mitsubishi Motors. Exports began in the following
year to Ecuador and soon thereafter to the Benelux countries.

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In 1984, Hyundai exported the Pony to Canada, but not to the United States, because the Pony
didn't pass emissions standards there. Canadian sales greatly exceeded expectations, and it was at
one point the top-selling car on the Canadian market. In 1985, the one millionth Hyundai car was
built.

In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as "Best
Product #10" by Fortune magazine, largely because of its affordability. The company began to
produce models with its own technology in 1988, beginning with the midsize Sonata. In the
spring of 1990, aggregate production of Hyundai automobiles reached the four million mark.In
1991, the company succeeded in developing its first proprietary gasoline engine, the four-
cylinder Alpha, and also its own transmission, thus paving the way for technological
independence.

In 1996, Hyundai Motor India Limited was established with a production plant in Irungattukottai
near Chennai, India.

In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a world-class
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. It added a 10-year or 100,000-mile
(160,000 km) warranty to cars sold in the United States and launched an aggressive marketing
campaign.

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.

In 2006, the South Korean government initiated an investigation of Chung Mong Koo's practices
as head of Hyundai, suspecting him of corruption. On 28 April 2006, Chung was arrested, and
charged for embezzlement of 100 billion South Korean won (US$106 million).As a result,
Hyundai Vice Chairman and CEO, Kim Dong-jin, replaced him as head of the company. On 30
September 2011, Yang Seung Suk announced his retirement as CEO of Hyundai Motor Co. In
the interim replacement period, Chung Mong-koo and Kim Eok-jo will divide the duties of the
CEO position.

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Research And Development

Hyundai has six research and development centers, located in South Korea (three offices),
Germany, Japan and India. Additionally, a center in California develops designs for the United
States.

Hyundai has made an app with augmented reality, showing users how to operate and maintain
vehicles.

Business

In 1998, after a shake-up in the South Korean auto industry caused by overambitious expansion
and the Asian financial crisis, Hyundai acquired the majority of rival Kia Motors. Hyundai owns
33.88% of Kia.

In 2000, the company established a strategic alliance with DaimlerChrysler and severed its
partnership with the Hyundai Group. In 2001, the Daimler-Hyundai Truck Corporation was
formed. In 2004, however, DaimlerChrysler divested its interest in the company by selling its
10.5% stake for $900 million.

Hyundai has invested in manufacturing plants in North America, India, the Czech Republic,
Russia, China and Turkey as well as research and development centers in Europe, Asia, North
America and the Pacific Rim. In 2004, Hyundai Motor Company had $57.2 billion in sales in
South Korea making it the country's second largest corporation, or chaebol. Worldwide sales in
2005 reached 2,533,695 units, an 11 percent increase over the previous year. In 2011, Hyundai
sold 4.05 million cars worldwide and the Hyundai Motor Groupwas the world's fourth largest
automaker behind GM, Volkswagen and Toyota.[22][23] Hyundai vehicles are sold in 193
countries through some 5,000 dealerships.

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Design Emphasis

In 2006, Hyundai hired Thomas Bürkle as head of the company's design center in Russelsheim,
Germany. Bürkle had previously worked for BMW, having designed the BMW 3 Series (E46),
and the BMW 6 Series (E63).Hyundai's current design philosophy is known as Fluidic
Sculpture,which is heavily inspired by nature.

Vision & Mission

The pride of Hyundai Motor is now measured worldwide! As Hyundai Motor Company
continous to develop cutting edge engines that will beat as the heart of next generation car’s we
are confident that we will be the major player of the automobile industry in the future.

Their corporate philosophy seeks to improve the lives of everyone surrounding the company,and
make Hyundai a company that is respected by people all over the world.To advance in to the
front ranks of global auto industry in the next century ,Hyundai has adopted the “Four Best”
concept which defines their new objectives:Best customer service,Best technology,Best quality
products,Best value for people.

Core Values

As a pivotal spirit of Hyundai Motor Group, its management philosophy has been firmly
engraved on each employee. A great idea would be useless unless it is actually upheld and
practiced. Our core values are practical principles that guide us in fulfilling our management
philosophy in day-to-day business. True to our management philosophy and core values,
Hyundai Motor Group will grow global competency by putting customers first, embracing every
opportunity for greater challenge, creating a corporate culture based on communication and
collaboration, and empowering individuals to achieve their full potential.

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Competitors For Hyundai In India

 Biggest competitors for Hyundai motor in india is Maruti Suzuki.

 Tata Motors
 Ford
 Honda
 Mahindra

Core Competency Of Hyundai

 Challenge:- We refuse to be complacement,embrance every opportunity for greater

challenge,and are confident in achieving our goals with unwavering passion and
ingenious thinking.

 Collaboration:- We are create synergy through a sense of “togetherness” that is fostered

by mutual communication and cooperation within the company and with our business
partners.

 Customer:- We promote a customer-driven corporate culture by providing the best

quality and impeccable service with all values centered on our customers.

 Globality:- We respect the diversity of culture and customs,aspire to be the world’s best
what we do,and strive to become a respected global corporate citizen.
 People:- We believe the future of our organization lies in the hearts and capabilities of
individual members,and will help them develop their potential bt creating a corporate
culture that respects talent.

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 RESEARCH METHODOLOGY

A research method is a systematic plan for conducting research. Sociologists draw on a variety of
both qualitative and quantitative research methods, including experiments, survey research,
participant observation, and secondary data.

Research

Research is a careful and detailed study in to a specific problem, concern, or issue using the
scientific method. It's the adult form of the science fair projects back in elementary school, where
you try and learn something by performing an experiment. This is best accomplished by turning
the issue into a question, with the intent of the research to answer the question

Research Methodology

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It
comprises the theoretical analysis of the body of methods and principles associated with a branch
of knowledge. Typically, it encompasses concepts such as paradiagram, theoretical model,
phases and quantitative or qualitative techniques.

Research Design

A research design is the set of methods and procedures used in collecting and analysing
measures of the variables specified in the research problem. The design of a study defines the
study type (descriptive, correlation, semi- experimental, experimental, review, meta-analytic)
and sub-type (e.g., descriptive-longitudinal case study, research problem,
Hypothesis|hypothesesindependent and dependent variables, Design of experiments|experimental
design, and, if applicable, data collection methods and a statistical analysis plan. Research design
is the framework that has been created to find answers to research question.

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.”In
fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data. As such the design
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includes an outline of what the researcher will do from writing the hypothesis and its operational
implications to the final analysis of data.

Types Of Research

 Explorative research.
 Descriptive research.
 Experimental research.

Our research is descriptive

Exploratory research:-

Exploratory research is research conducted for a problem that has not been clearly defined. It
often occurs before we know enough to make conceptual distinctions or posit an explanatory
relationship. Exploratory research helps determine the best research design, data collection
method and selection of subjects

Descriptive research:-

Include enquiries of different kinds. The major purpose of descriptive research is description of
the state of affairsas it existst present. The main characterstic of this method is that the
resercherhas no control over the variables; he can only survey and fact finding report what has
happened or what is happening.

Experimental research

The experimental method. is a systematic and scientific approach to research in which the
researcher manipulates one or more variables, and controls and measures any change in other
variables. Experimental Research is often used where: There is time

Priority in a causal relationship (cause precedes effect).

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Sources of Data Collection

 Primary Data:- Primary data means original data that has been collected specially for
the purpose in mind. It means someone collected the data from the original source first
hand. data collected this way is called primary data.

In the present study primary data has been collected with the help of structured
questionnaire. A questionnaire containing 15 items was distributed to the respondents and
their views were collected and further analysed.

 Secondary Data:- Secondary data refers to data that was collected by someone other
than the user. Common sources of secondary data for social science include censuses,
information collected by government departments, organisational records and data that
was originally collected for other research purposes.

Population

All research questions address issues that are of great relevance to important groups of
individuals known as a research population.

A research population is generally a large collection of individuals or objects that is the main
focus of a scientific query. It is for the benefit of the population that researches are done.
However, due to the large sizes of populations, researchers often cannot test every individual in
the population because it is too expensive and time-consuming. This is the reason why
researchers rely on sampling techniques.

A research population is also known as a well-defined collection of individuals or objects known

to have similar characteristics. All individuals or objects within a certain population usually have
a common, binding characteristic or trait.

In my research study the population is all Hyundai car customer who live in Raipur.

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Sample

In research terms a sample is a group of people, objects, or items that are taken from a larger
population for measurement. The sample should be representative of the population to ensure
that we can generalise the findings from the research sample to the population as a whole.

Sample Size

Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. The sample size is an important feature of any empirical study in
which the goal is to make inferences about a population from a sample.

In the research I select 50 hyundai car user as a sample for knowing customer perception towards
Hyundai brand.

Tools And Technique

Specially ‘Structured Questionnaire’ was used to gather information and views of respondents

Consumer perception towards Hyundai will be compared by using multiple choice based
questions.

Data collected through questionnaire will be processed. This processed data will be represented
by means of suitable table and pie-chart.

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Research Plan

Research design Descriptive

Sample size 50 Respondents

Data collection Primary

Sample area Raipur city

Research instrument Questionnaire

Sampling method Simple random sampling

Data collection tool Structured questionnaire

Data analysis tool Pie-chart

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 DATA INTERPRETATION

1.)Which model Hyundai car do you own?

a.)i 10 b.)Santro c.)Eon d.)i20 d.)Others

S. no MODEL NO OF RESPONDENTS PERCENTAGE

1 i 10 12 24
2 Santro 7 14
3 Eon 9 18
4 i 20 18 36
5 Others 4 8
TOTAL 50 100

NO OF RESPONDENTS
1 i 10 2 Santro 3 Eon 4 i 20 5 Others

8%
24%

36%
14%

18%

INTERPRETAION

From the above table we can say that 36% of respondents are used i20, 24% are used i10, 18%
are used eon and 14% going with santro and rest of 8% are used others model of Hyundai.

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2.) From how along you are using the Hyundai car?

a.)0-2Yrs b.)2-4Yrs c.)4-6Yrs d.)6-8 e.) above 8 years

S. no Years NO OF RESPONDENTS PERCENTAGE

1 0-2 Yrs 6 12
2 2-4 Yrs 13 26
3 4-6 Yrs 16 32
4 6-8 Yrs 10 20
5 8 Yrs Above 5 10
TOTAL 50 100

NO OF RESPONDENTS
1 0-2 Yrs 2 2-4 Yrs 3 4-6 Yrs 4 6-8 Yrs 5 8 Yrs Above

10% 12%

20%
26%

32%

INTERPRETATION

From the above table we can say that 32% of respondents are using Hyundai car from 4-6 yrs,
26% are used from 2-4 yrs, 20% are used from 6-8 yrs, 12% are used 0-2 yrs and left them 10%
are used above 8 yrs.

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3.)What is the rational behind Choosing the Hyundai car?

a.)Awareness b.)Recommendations c.)Performance d.)Brand image e.)Others

S. no NO OF RESPONDENTS PERCENTAGE
1 Awareness 5 10
2 Recommendation 8 16
3 Performance 15 30
4 Brand image 19 38
5 Others 3 6
TOTAL 50 100

NO OF RESPONDENTS
1 Awareness 2 Recommendation 3 Performance 4 Brand image 5 Others

6% 10%

16%

38%

30%

INTERPRETATION

From the above table we conclude that 38% of respondents are choose their Hyundai car due to
brand image, 30% are choosing by performance of the car, 16% are choosing by
recommendations, 10% are choosing by awareness, and remain 6% are choosing by others.

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4.) What are the features that attracted you to buy the car you are owning?

a.)Easy maintenance b.)Trust worthy c.)Fuel efficient d.)Good for Indian roads

S.No FEATURES NO OF RESPONDENTS PERCENTAGE

1 Easy maintenance 12 24
2 Trust worthy 17 34
3 Fuel efficient 15 30
4 Good for indian roads 6 12
TOTAL 50 100

NO OF RESPONDENTS
1 Easy maintenance 2 Trust worthy 3 Fuel efficient 4 Good for indian roads

12%
24%

30%

34%

INTERPRETATION

From the above table we can say that 34% of respondents are attracted by trust worthy, 30% are
attracted by fuel efficiency of car, and 24% are attracted by easy maintenance of the car and
remaining 12% are attracted due to good for indian roads.

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5.)Factors affecting the choice of customers of cars?

a.)Fuel efficiency b.)Interior c.)Looks d.)Resale value e.)Others

S.No FACTOR AFFECTING NO OF RESPONDENTS PERCENTAGE

1 Fuel efficiency 9 18
2 Interior 10 20
3 Looks 18 36
4 Resale value 11 22
5 Others 2 4
TOTAL 50 100

NO OF RESPONDENTS
1 Fuel efficiency 2 Interior 3 Looks 4 Resale value 5 Others

4%
18%
22%

20%

36%

INTERPRETATION

From the above table we can say that 36% of respondents choice their car due to factor affecting
by looks, 22% are choice their car due to resale value, 20% are choice their car due to interior,
and 18% are choice their car due to fuel efficiency, and rest them 4% of respondents are going
with others factors.

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6.) How do you feel on Hyundai quality and technology?

a.)Very satisfied b.)Satisfied c.)Dissatisfied d.)Very Dissatisfied

QUALITY & NO OF
S.No TECHNOLOGY RESPONDENTS PERCENTAGE
1 Very satisfied 15 30
2 Satisfied 31 62
3 Dissatisfied 3 6
4 Very dissatisfied 1 2
TOTAL 50 100

NO OF RESPONDENTS
1 Very satisfied 2 Satisfied 3 Dissatisfied 4 Very dissatisfied

2%

6%

30%

62%

INTERPRETATION

From the above table we can say that 62% of respondents are satisfied by quality & technology
of Hyundai, 30% of respondents are very satisfied, and 6% of respondents are dissatisfied, and
rest them 2% of respondents are very dissatisfied.

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7.) Do you feel satisfied with your Hyundai car luxury and spaciousness?

a.)Very satisfied b.)Satisfied c.)Dissatisfied d.)Very Dissatisfied

S.No LUXURY & SPACIOUSNESS NO OF RESPONDENTS PERCENTAGE

1 Very satisfied 12 24
2 Satisfied 35 70
3 Dissatisfied 3 6
4 Very dissatisfied 0 0
TOTAL 50 100

NO OF RESPONDENTS
1 Very satisfied 2 Satisfied 3 Dissatisfied 4 Very dissatisfied

0%

6%
24%

70%

INTERPRETAION

From the above table we can say that 70% of respondents are satisfied with luxury &
spaciousness of Hyundai, 24% of respondents are very satisfied, 6% of respondents are
dissatisfied, and 0% of respondents are very dissatisfied.

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8.) Price of your Hyundai vehicle?

a.)High b.)Reasonable c.)Low

NO OF
S.No PRICE RESPONDENTS PERCENTAGE
1 High 17 34
2 Reasonable 28 56
3 Low 5 10
TOTAL 50 100

NO OF RESPONDENTS
1 High 2 Reasonable 3 Low

10%

34%

56%

INTERPRETAION

From the above table we can say that 56% of respondents are think that price of Hyundai car is
reasonable, 34% of respondents are think that price of Hyundai car is high and remain 10% of
respondents are think that price of Hyundai car is low.

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9.) Please rank the mileage of the car when compared to others cars?

a.)Very good b.)Good c.)Average d.)Below average

S.No MILEAGE NO OF RESPONDENTS PERCENTAGE

1 Very good 8 16
2 Good 23 46
3 Average 15 30
4 Below average 4 8
TOTAL 50 100

NO OF RESPONDENTS
1 Very good 2 Good 3 Average 4 Below average

8%
16%

30%

46%

INTERPRETAION

From the above table we can say that 46% of respondents are ranked that the mileage of the
Hyundai car is good, 30% of respondents are ranked average, 16% of respondents are ranked
very good and remaining 8% of respondents are ranked below average.

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10.) Are you satisfied by after sales service of offered by the company?

a.)Very Satisfied b.)Satisfied c.)Dissatisfied d.)Vey Dissatisfied

S.No AFTER SALES SERVICE NO OF RESPONDENTS PERCENTAGE

1 Very satisfied 11 22
2 Satisfied 27 54
3 Dissatisfied 9 18
4 Very dissatisfied 3 6
TOTAL 50 100

NO OF RESPONDENTS
1 Very satisfied 2 Satisfied 3 Dissatisfied 4 Very dissatisfied

6%
22%
18%

54%

INTERPRETATION

From the above table we can say that 54% of respondents are satisfied by after sales sevice of
Hyundai, 22% of respondents are very satisfied, 18% of respondents are dissatisfied, and
remaining 6% of respondents are very dissatisfied.

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11.)Are you satisfied by the discount & exchange offer of Hyundai cars?

a.)Very satisfied b.)Satisfied c.)Dissatisfied d.)Very Dissatisfied

S.No DISCOUNT & EXCHANGE OFFER NO OF RESPONDENTS PERCENTAGE

1 Very satisfied 8 16
2 Satisfied 27 54
3 Dissatisfied 11 22
4 Very dissatisfied 4 8
TOTAL 50 100

NO OF RESPONDENTS
1 Very satisfied 2 Satisfied 3 Dissatisfied 4 Very dissatisfied

8%
16%

22%

54%

INTERPRETATION

From the above table we can say that 54% of respondents are satisfied by discount and exchange
offer of Hyundai, 22% of respondents are dissatisfied, 16% of respondents are very satisfied and
remaining 8% of respondents are very dissatisfied.

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12.) How did you feel when you drive yours Hyundai car?

a.)More comfortable b.)Comfortable c.)Less comfortable d.)Uncomfortable

S.No NO OF RESPONDENTS PERCENTAGE

1 More comfortable 12 24
2 Comfortable 33 66
3 Less comfortable 5 10
4 Uncomfortable 0 0
TOTAL 50 100

NO OF RESPONDENTS
1 More comfortable 2 Comfortable 3 Less comfortable 4 Uncomfortable

0%

10%
24%

66%

INTERPRETATION

From the above table we can say that 66% of respondents are comfortable when they drive their
Hyundai car, 24% of respondents are more comfortable, 10% of respondents are less
comfortable, and 0% of respondents are uncomfortable.

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13.) What kind of changes you expect from Hyundai cars?

a.)Increase mileage b.)Reduce price c.)Changes in design d.)Add new facilities

S.No CHANGES NO OF RESPONDENTS PERCENTAGE

1 Increase mileage 17 34
2 Reduce price 6 12
3 Changes in design 4 8
4 Add new facilities 23 46
TOTAL 50 100

NO OF RESPONDENTS
1 Increase mileage 2 Reduce price 3 Changes in design 4 Add new facilities

34%
46%

12%
8%

INTERPRETATION

From the above table we can say that 46% of respondents are expect that the price of Hyundai
cars have been reduce, 34% of respondents are expect that Hyundai increase the mileage of car,
12% of respondents are expect that Hyundai can add some new facilities in the car, and
remaining 8% of respondents are expect that Hyundai can work or change in design of the car.

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14.) Nearest competitor of Hyundai?

a.)Maruti Suzuki b.)Honda c.)Ford d.)Toyata e.)Others

S.No COMPETITORS NO OF RESPONDENTS PERCENTAGE

1 Maruti suzuki 19 38
2 Honda 14 28
3 Ford 9 18
4 Toyata 5 10
5 Others 3 6
TOTAL 50 100

NO OF RESPONDENTS
1 Maruti suzuki 2 Honda 3 Ford 4 Toyata 5 Others

6%
10%

38%

18%

28%

INTERPRETATION

From the above table we can say that 38% of respondents are thinked that nearest competitor of
Hyundai is Maruti Suzuki, 28% of respondents are thinked Honda, 18% of respondents are
thinked Ford, 10% of respondents are thinked Toyata, and remain 6% of respondents are thinked
others.

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15.) If opportunity arises in future to buy a car would you prefer to buy Hyundai car?

a.)Yes b.)No

S.No Preferences NO OF RESPONDENTS PERCENTAGE

1 Yes 33 66
2 No 17 34
TOTAL 50 100

NO OF RESPONENTS

No, 17, 34% Yes

Yes, 33, 66% No

INTERPRETATION

From the above table we can say that 66% of respondents are prefer Hyundai car if opportunity
arises in future, and 34% of respondents are not preferring to buy Hyundai car in future.

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FINDINGS:-

 Most of the customer using more than 5 years of Hyundai car which means that they are
comfortable with that brand.
 Company brand image is very high customers are purchasing vehicle just because of
company trust and fuel efficient.
 Major factor which attract the customers that is looks of the models which is provided by
Hyundai and consumer are satisfied with the quality and technology of Hyundai brand.
 Customer are also satisfied with price and Hyundai car luxury and spaciousness.
 The mileage of the car is also satisfied the Indian customer
 After sales service policy of these company is very good
 Customers are comfortable and enjoy the driving hours
 The customers want Hyundai car must be added some extra facilities which are in their
competition brand Maruti Suzuki and Honda .

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RECOMMENDATION

 Company add on some extra facilities like their competition brand Maruti Suzuki and
Honda.
 In india where fuel prices is too high and increase day by day. So company must be think
about to increase the mileage to face future competition.
 Company have to give more choices in SUV segment.
 They use some multi and sportive colour to attract the customer.
 Company have to improve their safety measurement.
 Give few attractive schemes at the time of after sales service. Like giving quick service
and charging them reasonably.

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LIMITATION

The limitations of the study are those characteristics of design or methodology that impacted or
influenced the interpretation of the findings from your research.

 Time:- Because we have only 30 days for the research.

 Lack of knowledge:- Customers have low knowledge of research.

 Baisness:- Sometimes respondents are biasness to gave their answers.

 Cost:- Just because of we are students we don’t too much expenses on research.

40
CONCLUSION

To analysis these research we found that customer perception towards Hyundai brand at Raipur
city is good just because of they are good in number of factors like looks, after sales service,
price, brand image, resale value etc. Major factor which are attract the customers that is looks of
the models which is provided by Hyundai and consumer are satisfied with the quality and
technology of Hyundai brand. The mileage of the car is also satisfied the Indian customer.
Customers are comfortable and enjoy the driving hours. And after sales service policy of these
company is very good.

41
BIBLIOGRAPHY

 BERI G.C Marketing Research: Research Design

Published By TATA McGraw – Hill Education Pvt.Ltd.

 KOTHARI C.R. GAURAV GARG Research Methodology: Methods and Technique

Published By New Age International Pvt.Ltd.

 KOTLER PHILIP Marketing Management

Published By Pearson Education India

 MALHOTRA AND DASH Marketing Research

Published By Pearson Education India

 WOODRUFF ROBERT Know Your Customer

Published By Wiley-Blackwell

WEBLIOGRAPHY:-

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  www.hyundai.com
 www.google.com
 www.autoindia.com
 www.overdrive.com

QUESTIONNAIRE TO CONSUMER

Dear Respondents,

We are a student of Raipur Institute Of Technology 2nd Semmester,conducting a survey

on Hyundai cars in Raipur cities.The questionnaire is aimed at understanding your perception
level about Hyundai cars.Your response will be dealt with strict confidently and it will be used
only for academic purpose.Thanks for spending your valuable time to fill this questionnaire.

Name :…………………………

Mob.No :………………………

Profession :………………………

1.)Which model Hyundai car do you own?

a.)i 10 b.)Santro c.)Eon d.)i20 d.)Others

2.) From how along you are using the Hyundai car?

a.)0-2Yrs b.)2-4Yrs c.)4-6Yrs d.)6-8 e.) above 8 years

3.)What is the rational behind Choosing the Hyundai car?

a.)Awareness b.)Recommendations c.)Performance d.)Brand image e.)Others

4.) What are the features that attracted you to buy the car you are owning?

43
 a.)Easy maintenance b.)Trust worthy c.)Fuel efficient d.)Good for Indian roads

5.)Factors affecting the choice of customers of cars?

a.)Fuel efficiency b.)Interior c.)Looks d.)Resale value e.)Others

6.) How do you feel on Hyundai quality and technology?

a.)Very satisfied b.)Satisfied c.)Dissatisfied d.)Very Dissatisfied

7.) what Do you feel about Hyundai car luxury and spaciousness?

a.)Very satisfied b.)Satisfied c.)Dissatisfied d.)Very Dissatisfied

8.) Price of your Hyundai vehicle?

a.)High b.)Reasonable c.)Low

9.) Please rank the mileage of the car when compared to others cars?

a.)Very good b.)Good c.)Average d.)Below average

10.) Are you satisfied by after sales service of offered by the company?

a.)Very Satisfied b.)Satisfied c.)Dissatisfied d.)Very Dissatisfied

11.)Are you satisfied by the discount & exchange offer of Hyundai cars?

a.)Very satisfied b.)Satisfied c.)Dissatisfied d.)Very Dissatisfied

12.) How did you feel when you drive yours Hyundai car?

a.)More comfortable b.)Comfortable c.)Less comfortable d.)Uncomfortable

13.) What kind of changes you expect from Hyundai cars?

a.)Increase mileage b.)Reduce price c.)Changes in design d.)Add new facilities

14.) Nearest competitor of Hyundai?

a.)Maruti Suzuki b.)Honda c.)Ford d.)Toyata e.)Others

15.) If opportunity arises in future to buy a car would you prefer to buy Hyundai car?

a.)Yes b.) No

44