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A STUDY ON CONSUMER PERCEPTIONS AND BEHAVIOUR TOWARDS HYUNDAI CARS WITH SPECIAL REFERENCE TO CAR OWNERS IN KANAYAKUMARI DISTRICT INTRODUCTION
The concept of “buying behavior” is of prime importance in marketing and has evolved over the years. It is important to understand consumer buying behavior as it plays a vital role in crating an impact on purchase of products. The human wants are unlimited and always expect more and more. Car Models are no exception ex ception to this behavior. This lead to constant co nstant modifications of Car Models & its features and today we see a new model coming into the market practically every quarter. The market is a very important place to study the behavior of consumers and also provide useful insights what a consumer requires in a product. It is only through through research that a company will be able to study the buying behavior of consumers. “As one of the measurements of the performance of the quality management managemen t system, the organizations shall monitor information relating to customer perception as to whether the o rganization has met customer requirements. The method for obtaining and using this information shall be determined” The requirement has been there in the QS9000 QS9 000 standard clause 4.1.6 which says: s ays: “Trends in customer satisfaction and key indicators of customer dissatisfaction shall be documented and supported by objective information. These trends shall be compared to those of competitors, or appropriate benchmarks, and reviewed by senior management.” There is obviously a strong link between between customer satisfaction and customer retention. Customer’s perception of service and quality of product will determine the success of the product or service in the market. With better understanding of customer’s perceptions, companies perceptions, companies can determine the actions required to meet the customer’s needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out the path future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. The decision-making process consists of a series of steps which the consumer un dergoes. First of all, the decision is made to solve a problem of any kind. This may be the problem of creating a cool atmosphere in your home. For this, information search is c arried out, to find how the cool atmosphere can be provided, e.g. by an air-conditioner or, by a water-cooler. This leads to the evaluation of alternatives and a cost benefit-analysis is made to decide which product and brand image will be suitable, and can take care of the problem suitably and adequately. Thereafter the purchase is made and the product is used by the consumer. The constant use of the product leadsto the satisfaction or dissatisfaction of the consumer, which leads to repeat pu rchases, or to the rejection of the product. The marketing strateg y is successful if consumers can see a need which a company.s product can solve and, offers the best solution to the problem. For a successful strategy, the marketer must lay emphasis on the pro duct/brand image in the consumer.s mind. Position the product according to the customers. cu stomers. likes and dislikes. The brand which matches t he desired image of a target market sells well. Sales a re important and sales are likely to occur if the
initial consumer analysis was correct and matches the consumer de cision process. Satisfaction of the consumer, after the sales have been effected, is important for repeat purchase. It is more profitable to retain existing customers, rather than looking for new ones. The figure below gives an idea of the above discussion. OBJECTIVE OF STUDY
1. To compare the features available in various cars in Kanyakumari district. 2. To analyze the reasons for selecting Hyundai cars from Kanyakumari district. 3. Comparative study of marketing strategies of different companies in the same segment. 4. To check the brand preference of customer towards four wheelers. 5. To check the customer satisfaction level of customers of Hyundai cars. 6. To analyze the after sales service of Hyundai cars in kanyakumari district 7. To offer valuable suggestions for improving customer satisfaction in future
DEFINITION
“consumer behaviour…… is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.” “the behavior that consumers display in searching for, pur chasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs” STATEMENT OF THE PROBLEM
Due to the emergence of globalization and liberalization there is a stiff competition among the variety of car industries which are focusing attention in capturing the Indian markets. Cars though considered as luxury once, now occupies a part of day-to-day life and has become a necessity. KanayaKumari, which is selected for the study, is one of the main growing markets for car manufacturers in Tamilnadu. People have now changed their attitude of in the lifestyle and they are very fond of buying cars. To be a successful marketer it is absolutely essential to read the minds and perceptions of the prospective buyers of cars. .
