Consumer Satisfaction With Hyundai Car

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT MANAGEMENT NEW DELHI

THESIS ON

CONSUMER SATISFACTION STUDY WITH RESPECT TO HYUNDAI CARS IN DELHI NCR REGION

SUBMITTED TO: PROF. SUMANTA SHARMA PROF. DIPTI SHARMA

UNDER THE GUIDANCE OF: MR. ASHOK KUMAR

SUBMITTED BY: BY: PARUL LAL ALUMNI ID NUMBER: DS/08/10-M-23 DS/08/10-M-23

The Indian Institute of Planning & Management, New Delhi

BATCH: PGP/SS/2008-10

ABSTRACT

A well developed transport network indicates a well developed economy. For rapid development a well-developed and well-knit transportation system is essential. As India's transport network is developing at a fast pace, Indian Automobile Industry is growing too. Also, the Automobile industry has strong backward and forward linkages and hence provides employment to a large section of the population. Thus the role of Automobile Industry cannot be overlooked in Indian conomy. All kinds of vehicles are produced by the Automobile Industry. India Automobile Industry includes the manufacture of trucks, buses, passenger cars, defense vehicles, two-wheelers, etc. The industry can be broadly divide divided d into into the !ar manufa manufactu cturi ring ng , two-wh two-wheel eeler er manufa manufactu cturin ring g and heavy heavy vehicle vehicle manufacturing units. The ma"or !ar manufacturer are #industan $otors, $aruti %dyog, Fiat India &rivate td. td.,, Ford Ford Indi Indiaa td td ., (ene (enera rall $o $oto tors rs Indi Indiaa &vt. &vt. td. td.,, #ond #ondaa )iel )iel !ars !ars Indi Indiaa td.,#yundai $otors India td., )koda India &rivate td., Toyota *irloskar $otor td., to name a few. few. 

Car Manufacturers



Two-wheelers manufacturers



Indian Automobile Automobile Market Market



Latest Launches Launches in India India Automobile Automobile Market Market



India Heavy Heavy Vehicle Vehicle Industry Industry

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India Heavy Heavy Vehicle Vehicle Companies Companies

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India Automobile Automobile Insurance Insurance

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Tata inance Limited


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ALUMNI ID NO.: DS/08/10-M-234

The Indian Institute of Planning & Management, New Delhi 

!ackers and and Movers in "ur#aon "ur#aon

The two-wheeler manufacturing is dominated by companies like T+), #onda $otorcycle  )cooter India &vt. td., #ero #onda, /amaha, 0a"a", etc. The heavy motors like buses, trucks, defense vehicles, auto rickshaws and other multi-utility vehicles are manufa manufactu ctured red by Tata-T ata-Telc elco, o, Ashok Ashok eylan eyland, d, icher icher $otors $otors,, 0a"a", 0a"a", $ahindr $ahindraa and $ahindra, etc. $arketing is a total system of interacting business activities assigned to plan, price, promote and distribute, wants satisfying products and services to e1isting and potential customers. The marketing concept is, market focused and customers oriented coordinated marketing effort aimed at generating customer satisfaction, which in turn is a key to achieve the organi2ational goals. The concept of consumer satisfaction satisfaction occupies pivotal position in marketing marketing thought and practice. practice. )atisfacti )atisfaction on is the ma"or outcome of the marketing marketing activity activity and services services to link process and culminating culminating in purchase purchase and consumption consumption with the help of past purchase phenomenon such as changes in attitude, repeat purchase and brand loyalty. loyalty.


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SIGNATORY PAGE

TO WHOMESOE!ER IT MAY CONCERN

This is to confirm that M". P#"$% L#%, student of II&$, 34 5#I, is doing a live pro"ectThesis on the topic &C'()$*+" S#,)#,'( S,$ , R+)4+, ,' H$(# C#") ( D+% NCR R+5'(6 under my guidance and that the work being done by the

candidate is original and is of the standard e1pected by an $0A student. $ay god bless him with all success in his career.

4arm regards

A)'7 K$*#"

6egional $anager


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TOPIC APPRO!AL LETTER SENT O!ER MAIL

From7 T+)) 8thesis9iipm.edu: 5ate7 $on, 5ec ;<, ;==> at ?7@ &$ )ub"ect7 Thesis Topic Approval $ )) =<-= To7 prathamlal=B9gmail.com

5ear &arul al, This is to inform that your thesis proposal on C!onsumer )atisfaction )tudy with 6espect to #yundai !ars in 5elhi 3!6 6egionD, to be conducted under the guidance of $r. Ashok *umar is hereby approved and the registration number is DS/08/10-M-23 $ake it a comprehensive thesis by ensuring that all the ob"ectives as stated by you in your synopsis are met using appropriate research designE a thesis should aim at adding value to the e1isting knowledge base. /ou are reuired to correspond with your internal guide &rof. 5ipti )harma at dipti.sharma9iipm.edu &h.-=;?-G>H?G by sending at least four response sheets attached along with this mail at regular intervals before @ th February 2010 (the last date for thesis submission).

NB:

 A thesis would be re"ected if there is any variation in the topictitle from the one approved and registered with us. ; )tudents are reuired to prepare a handwritten @- H pages summary of the thesis at the time of +iva.

6egards, &rof .)umanta )harma 5ean &ro"ects II&$ )umanta.sharma9iipm.edu &hone7 J> =;? G>H?= 5 J> =;? G>H?@ 0oard


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ACKNOWLEDGEMENT

It is well-established fact that behind every achievement lays an unfathomable sea of gratitude to those who have e1tended their support and without whom the pro"ect would never have come into e1istence. I e1press my gratitude to II&$, 3ew 5elhi for providing me an opportunity to work on this thesis as a part of the curriculum. Also, I e1press my gratitude to &rof. )umanta )harma and &rof. 5ipti )harma on the completion of my pro"ect.


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APPRO!ED THESIS SYNOPSIS

THESIS SYNOPSIS

THE INDIAN INSTITUTE OF PLANNING  MANAGEMENT

NEW DELHI

SUBMITTED TO: P"'. S$*#(,# S#"*#

DETAILS OF THE STUDENT! N#*+

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$esired Area:

Marketin#

Title of the thesis% C'()$*+" S#,)#,'( , H$(# C#" ( D+%  NCR R+5'(

INTRODUCTION The only "ob security anybody has in a company comes from uality, productivity and satisfied consumers. )atisfaction is the level of a personOs felt state resulting from comparing a productOs perceived performance in relation to the personOs e1pectations. The satisfaction level is a function of the difference between the perceived performance and e1pectations. A customer could e1perience one of the three broad levels of satisfaction. If the performance falls short of e1pectations, the customer is dissatisfied. If the performance matches the e1pectations, the customer is satisfied. If the performance e1ceeds e1pectations, the customer is delighted. 1pectations are formed on the basis of the buyerOs past buying e1perience, friends and reference groups, marketer and competitorOs information and promises. A company must not conclude that it can get full picture of consumer satisfaction and dissatisfaction by simply running a complaint are suggestion bo1. Instead, it has to conduct surveys, survey to rate consumer satisfaction through uestionnaires, telephone calls, mails and door-todoor surveys and take proper corrective measures.

RESEARCH OB>ECTI!E 

The main ob"ective of the study is to identify the consumer satisfaction with #yundai !ars.



To analysis the number and percentage of respondents owning #yundai !ar on the basis of income, occupational level.


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To analysis the percentage of respondents owning #yundai on the basis of the causes and sources of awareness.

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To analysis the preference of #yundai on the basis of price.

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To analysis the result of consumer satisfaction on the basis of future purchase and comparison of #yundai with other brands.

HYPOTHESIS A passenger vehicle is a specialty good to the consumer and it also has shopping goods characteristics.

$ainly this product undergoes a lot of physical and psychological

evaluation before the purchase decision is made. This product has a reference influence on the wire hence CpublicityD advertisement is importance. A brandOs for the sales growth to some e1tent depends on the publicity and also reference influences.

In

developing a brand strategy, it is reuired to know the level of satisfaction with a particular brand of car. #ere the reference is with &#yundai !ars6 hence the problem identified is &!onsumer )atisfaction with #yundai !ars6.

RESEARCH METHODOLOGY A. Type of research is descriptive research by survey method. 0. &rimary data is collected from the #yundai owners and secondary data from company profile, brochures. !. )ample )i2e7 == consumers who own #yundai cars. !ollection $ethod7 personal. 5. Tool7 a structural uestionnaire was prepared to collect information pertaining to the study. The uestionnaire was administered to #yundai holders. &rimary data is collected directly by meeting the consumers who own #yundai !ars and the secondary data is collected by the company profile.


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METHOD OF DATA ANALYSIS:

The data collected were grouped into research characteristics and further sub"ected to segmentation and then the scores were obtained by using tally bars. The scores and percentage are presented in tables, graphs and charts. 0y percentile inferences were drawn. very table for each test is represented through charts and graphs.

SCOPE OF THE WORK )cope covers only #yundai owners. Their preferences is on basis of various factors and consumer satisfaction level is on basis of future purchase and comparison with other brands. The survey is conducted at the company service center at 0anglore. The sample survey is taken for a number of C==D #/%35AI customers.

>USTIFICATION OF THE CHOOSING TOPIC #yundai offers a rewarding career for our ?H,=== plus associatesE the most meaningful measure of our success is the satisfaction of a rewarding career at #yundai and the opportunity to reap the fruits of our growth through enhanced benefit programs such as our housing assistants program, opportunities for advanced educational and training. !ustomer satisfaction and employee welfare, by introducing a steady stream of innovative services, #yundai is closely in tune with the changing needs of the customer.


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1

INTRODUCTION The industry is estimated to be a %)P G? billion industry with e1ports contributing @ per cent of the revenues. The growth of the Indian middle class with increasing purchasing power along with the strong growth of the economy over the past few years has attracted global ma"or auto manufacturers to the Indian market. $oreover, India provides trained manpower at competitive costs making India a favoured global manufacturing hub. The Indian automobile industry is going through a technological change where each firm is engaged in changing its processes and technologies to maintain the competitive advantage and provide customers with the optimi2ed products and services. The +%+()(5 ' ,+ )+,'" ( 1;;1 and the subseuent '4+((5 $4 ' 100 4+" +(, '"+5( "+, (?+),*+(, @FDI ,"'$5 ,+ #$,'*#, "'$,+ *#"7+ ,+ +5(((5 ' # (+ +"# '" ,+ I(#( #$,'*',?+ ($)," . )ince then almost all the global ma"or

automobile players have set up their facilities in India taking the level of production of vehicles from ; million in >> to 10.83 *%%'( ( 20008. )tagnation of the auto sector in markets such as urope, %) and Qapan on the other, have resulted in shifting of new capacities and flow of capital to the Indian auto industry. The Indian automobile industry has been 5"'(5 #, ,+ "#,+ ' 12 4+" +(, over the past five years. In two wheelers industry, Indian companies are the largest manufacturers in the world. 0ikes are a ma"or segment in the industry, the other two being scooters and mopeds. $oreover, Indian car makers are earning acclaim worldwide. The home-grown automaker, M#"$, S$9$7 #) +*+"5+ #) ,+ '$", *'), "+4$,+ #*'(5 #$,' '*4#(+) ( ,+ '"% +?+( #+# ' ,) 4#"+(, S$9$7 M','" C' ' >#4#( #'"(5 ,' ,+ G%'#% 200: The 4orld's 0est !orporate 6eputations list, compiled by

%)-based 6eputation Institute.


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"#$%&'$ $F '*" +, ,&'$-$%" +&/'

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>>G

>>G-;==H

R )u2uki, Qapan and (KI R 5e-licensing of the sector "oint venture to form $aruti in >>G

R (rowth of market limited

%dyog

by supply

R (lobal ma"or K$s start R

R Kutdated models

Qoint

ventures

with assembly in India

companies in commercial vehicles and components

($,

Ford,

#onda,

#yundai, etc. R

Imports

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R #industan $otors

R $aruti %dyog

of duty on components and

R &remier

R #industan $otors

R Telco

R &remier

R Ashok eyland

R Telco

R $ahindra  $ahindra

R Ashok eyland

parts to A)A3 levels R Implementation of +AT

R $ahindra  $ahindra PRODUCTION: INDIA AS THE MANUFACTURING HUB

India with its rapidly growing middle class, market-oriented stable economy, availability of trained manpower at competitive cost, fairly well-developed credit and financing facilities and local availability of almost all the raw materials at a competitive cost has emerged as one of the favourite investment destinations for the automotive manufacturers.


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Qapanese auto ma"or, 3issan $otor !o, has identified India as one of the five lowcost countries to manufacture its new generation compact cars, including the $icro.



#yundai has made India its global hub for manufacturing small cars. It will invest %)P  billion in its second plant in !hennai by ;=G. In addition, it is also investing %)P ?= million in its 65 facility in #yderabad.



(eneral $otors has so far invested about %)P  billion into its Indian operations. It has already started production of its small car, )park in its new Talegaon factory in $aharashtra, which has been set up with an investment of %)P G== million.



$ercedes-0en2 will invest about %)P B?. ; million in its plant at !hakan near &une, which would begin operations in February-$arch ne1t year. The plant would have a production capacity of ;,@== trucks and buses and =,=== cars over two shifts per year.



6enault has entered into @=7@= "oint ventures with 3issan $otors and together they have set up a manufacturing facility near !hennai at a cost of %)P >=.G@ million to deliver ?==,=== cars annually.



)koda Auto plans to make India its regional manufacturing hub. It will start producing cars in India by ;== with a manufacturing target of @=,=== units. 0esides the domestic market, these will also be e1ported to neighbouring countries like 3epal, )ri anka, 0urma and 0angladesh.

DOMESTIC MARKET

According to the )ociety of Indian Automobile $anufacturers )IA$, the Indian auto industry recorded a production growth of <.G> per cent during the current fiscal year till Kctober ;==<, over the same period in the previous fiscal.

SALES BATCH: PGP/SS/2008-10

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The growth of the passenger vehicles segment during AprilMKctober ;==< was ?.H per cent during AprilMKctober ;==< as compared to the same period last year. I( ,+ ,"++-++%+") )+5*+(, , passenger carriers grew by >.B? per cent during April-M

Kctober ;==<. T'-++%+") registered a growth of B.B@ per cent during AprilMKctober ;==<. $opeds,

motorcycles and scooters grew by ?.HH per cent, B.@> per cent and B.H> per cent, respectively. E%+," ,'-++%+") segment also grew by @?.;@ per cent. INDIA AS THE EPORT HUB

In terms of manufacturing e1cellence and availability of low-cost uality components as well as a fast e1panding domestic market, India is all set to become the global e1port hub of the automobile industry. The e1ports markets have helped carmakers such as $aruti )u2uki and #yundai $otor India post greater sales overseas than in the domestic market. According to the figures released by )IA$, the period from AprilMKctober ;==< saw #$,'*'%+ +4'",) "+5),+"(5 # 5"', ' 2;.3< 4+" +(,.

As the world moves away from big cars to smaller makes, owing to high fuel costs and general recessionary trends, the small car advantage presents a huge business opportunity for car makers in India. The Indian car market accounts for H per cent of small cars, while in !hina it accounts for GG per cent. #ome-grown auto ma"or, M#"$, S$9$7, the country's largest car maker, currently e1ports Alto, $<==, Kmni, 4agon 6 and Sen stilo to non-uropean markets such as !hile, %A, Algeria and ast Africa. The Qapanese car maker, which e1ported @G,=== units in ;==HM=<, will up it to ;==,=== units by ;==.


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*orean car maker H$(# +4'",) 0 4+" +(, ' ,) )*#%% #" 4"'$,'( 4"*#"% 10 #( S#(,"'  )+%%) #) A$,') ( ; '$(,"+) #"')) ,+ '"% . The sales of

its newly-launched compact car i=O touched =B,H?> units in the overseas markets within seven months of being launched in 5ecember ;==H. As a part of its strategy to make India an e1port hub for compact cars, #yundai $otors has raised production to =.B million units per annum. The latest addition to the list is 3issan, which plans to buy @=,=== A-)tar compact cars from its rival $aruti )u2uki and e1port to markets in urope as well as make small cars in India and start e1porting it to atin American and African countries by ;==. The car makers in the markets like atin America and urope too have ramped up sourcing orders of small cars from Indian companies. FDI MERGERS ACUISITIONS AND >OINT !ENTURES

In sync with the dynamics of an open market, mergers and acuisitions and "oint ventures have continued to be the driving force in the Indian automobile industry. eading Qapanese, *orean, uropean, French, Italian and American automobile companies have either set up their own manufacturing base in India or have tied up with Indian automotive firms to roll out new products from Indian market. The list includes Toyota, 3issan, 6enault, Fiat, #onda, *awasaki, !ummins and many more. Kn the other hand, Indian companies have also been bullish in acuiring foreign automobile companies to reinforce their presence in the global market. The biggest acuisition in the first half of ;==< has been the T#,# M','") #J$),'( ' >#5$#"-L#( R'?+" from %) automobile firm for %)P ;.G billion. 5uring this period,

another auto ma"or, M#("#  M#("# #) #J$"+ ,"++ I,#%#( '*4#(+) - G R G"## R+"# M+,#%#),+%%' #( E(5(+) E(5(++"(5. Another event is D#*%+" AG) #J$),'( ' 2< 4+" +(, ),#7+ ( S$,%+ M','") .

The prominent private euity deals in the first half of the year include (olbot #olding's a (oldman )ach arm G.B< per cent stake in $$ for %)P H@ million, AI( (lobal


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Investment's %)P ;= million in %nipart, AI('s ?.@ per cent in *inetic ngineering and &hi Advisors' = per cent in $$'s subsidiary First !hoice. EMERGING TRENDS: SMALL CARS HYBRID CARS

Kne of the innovative cars which is prominent in e1istence in the southern 2one of India is the electric car, R+?#. 6eva has now begun to capture other markets too, with emphasis shifting to saving fuel. Kther carmakers such as H+"' E%+," #( MM are coming out with electric versions. 6ecently, after the launch of N#('  T#,# M','") , the global automotive market has shifted its focus on the huge potential of small car segment. The landmark innovation has shed light on a vast market of potential consumers who were hitherto unable to afford a car. The Invest India Incomes and )avings )urvey ;==H, by II$) 5ata works, and another study by !6I)I 6esearch suggest that there is a huge demand base for entry level cars in India. The immediate potential demand base for a car of .B million units, according to the former, is based on the respondents, who do not own a car at present but aspire to own one in the ne1t ; months. 3early all automotive giants have geared up towards leveraging the prospect of this segment. 

Nuite a few of Indian auto-makersU M#"$,-S$9$7 , ,) S4%#) #( A S,#" H$(# , 20 F#, , G"#(+ P$(,' 'Uplan to roll out new small

car models by the end of ;==<. 

G+(+"#% M','") plans to roll out its new mini car ne1t year from its Talegaon

plant, near &une. This will be followed by the launch of a sedan category car named !ru2 by ;==. 

Tata $otors is also set to offer an all-new version of its I(#, which has lured the Indian auto consumer segment for the last many years.


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$any new players would also make an entry into the small car segment. H'(#, with its much-awaited '>#99', and !'%7)#5+( , with an Indian version of its popular P'%' '*4#,, are among the prominent ones.



(lobal biggies like Toyota and (eneral $otors are also e1pected to "oin the bandwagon by ;==.



Apart from that it is the hybrid car that has caught the attention of the Indian auto manufacturers. I(#) "), " #" H'(#) C? sedan has been launched in Qune ;==<.



Following the precedence, home-grown ma"ors like, Tata $otors and $ahindra  $ahindra are developing hybrid cars.



ven 0$4 is planning to introduce its hybrid car to India within two years of its global launch due in the ne1t < months.

AUTOMOTI!E MISSION PLAN 200<201<

The vision of the Automotive $ission &lan A$& ;==BM;=B is Cto emerge as the destination of choice in the world for design and manufacture of automobiles and auto components with output reaching a level of %)P ?@ billion accounting for more than = per cent of the (5& and providing additional employment to ;@ million people by ;=B.D As per the A$&, it is estimated that the total turnover of the automotive industry in India would be in the order of %)P ;; billionM@> billion in ;=B. It is e1pected that in real terms, India would continue to en"oy its eminent position of being the largest tractor and three-wheeler manufacturers in the world and the worldOs second largest two-wheeler manufacturer. B 201< I(# '$% +*+"5+ #) ,+ '"%) )+?+(, %#"5+), #" 4"'$+" as compared to the eleventh largest currently and "+,#( ,+ '$", %#"5+), 4'),'( ( '"% ,"$7 *#($#,$"(5 )+,'" . F$",+"  201< ,+ #$,'*',?+ )+,'" '$% '$%+ ,) '(,"$,'( ,' ,+ '$(,") GDP "'* $""+(, %+?+%) '  4+" +(, ,' 10 4+" +(,.


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L&A$I'" !LA(&)* A'$ *&"M&'T* I' +HICH TH&( ,!&)AT& M#($#,$"+"

S+5*+(,)

Ashok eyland

!+s, $#!+s, 0uses

Asian $otor 4orks

$#!+s

Atul Auto

Three wheelers

0a"a" Auto

Two and Three 4heelers

0$4 India

!ars and $%+s

5aimler !hrysler India

!ars

icher $otors

!+s, $#!+s, 0uses

lectrotherm India lectric

Two 4heelers

Fiat India

!ars

Force $otors

Three 4heelers, $%+s and !+s

Ford India

!ars and $%+s

(eneral $otors India

!ars  $%+s

#ero #onda $otors

Two 4heelers

#industan $otors

!ars, $%+s and !+s

#onda

Two 4heelers, !ars and $%+s

#yundai

$otors !ars and $%+s

*inetic $otor

Two 4heelers

$ahindra  $ahindra

Three 4heelers, !ars, $%+s, !+s


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$a"estic Auto

Three 4heelers

$aruti )u2uki

!ars, $%+s

&iaggio

Three 4heelers, !+s

6eva lectric !ar !o.

lectric !ars

6oyal nfield $otors

Two 4heelers

)cooters India

Three 4heelers

)koda Auto India

!ars

)u2uki $otorcycles

Two 4heelers

)wara" $a2da td.

!+s, $#!+)s, 0uses

Tata $otors

!ars, $%+s, !+s, $#!+s, 0uses

Tatra +ectra $otors

$#!+s

Toyota *irloskar

!ars, $%+s

T+) $otor !o.

Two 4heelers

+olvo India

$#!+s, 0uses

/amaha $otor India

Two 4heelers


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10

MARKET RESEARCH M#"7+, "+)+#" often refers to either primary or secondary research. )econdary

research involves a company using information compiled from various sources, which is about a new or e1isting product.. &rimary market research involves ualitative research such as focus groups or one-on-one interviews and uantitative research such as surveys as well as field tests or observations conducted for or tailored specifically to that product. &rimary research, which is also called field research or original research, is useful for finding new information and getting customers' views on p roducts. SCORPIO

#aving defined the competitive framework, the ne1t task undertaken was that of analy2ing the consumer. !onsumer segments of 0 and ! category car buyers were analy2ed in terms of their e1pectations from a car, their perceptions about cars and their relationship. &roprietary techniues of research, of the advertising agency Interface !ommunications, like $ind  $ood, I!K3 and +I& were used to understand this consumer. The findings were7 V )i2e matters- big si2e stands for status V !onsumers seek latest technology V Imagery but at affordable prices V The sheer thrill and passion of driving an )%+ V &ower of the vehicle makes a statement V 0ut along with the others, lu1ury was a very important parameter V International vehicles define imagery


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)%+s like &a"ero, and !ruiser and &rado are seen as urban vehicles for the rich and famous consumers aspire to own these vehicles as the imagery of these vehicles has become very desirable. C!onsumers want to consume premium imagery at prices affordable to themD T+ M#"7+,(5 E(?"'(*+(,

$arketing environment consists of the actors and forces outside marketing that affect marketing managementOs ability to build and maintain successful relationships with target customers. The marketing environment offers both opportunities and threats. The environment continues to change rapidly. The marketing environment is made up of $icro-environment and $acro-environment. The M"' +(?"'(*+(, consists of the actors close to the company that affect its ability to serve its customers. These actors are7 the company, suppliers, marketing intermediaries, customer markets, competitors and publics. The M#"' +(?"'(*+(, consists of the larger societal forces that affect the microenvironment. These forces are7 demographic, economic, natural, technological, political and cultural forces. GM STU THE DEMOGRAPHIC EN!IRONMENT

The demographic position will be on the %nited )tates. )ince, the target market is for the middle classE it will provide a boost for the G;W of the total population. This product will produce a superior value to customers who always value the brand. Also, it will keep the popularity of the product at their trend. In this case, more and more customers will be able to keep this product if it satisfies their condition. Additionally, the middle class group will be loyal to this product brand and as generation goes byE this product will be there forever. Kn the other hand, this product is also designed for students, and working class people. This is due to the fancy and environmental design. BATCH: PGP/SS/2008-10

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)tudents will be so grateful to have fancy car while the working class group will tend to afford such an affordable environmental car design. THE NATURAL EN!IRONMENT

This product is basically designed to reduce the carbon emission from fuels and help to preserve our environment. It is very important to design such car to help d ecrease the rate of carbon dio1ide from the air and provide a better condition to tackle global warming. This car will provide a boost to the natural environment because it is safer and has an image to be friendlier to the environment itself. In this case, more and more people will tend to buy such car to protect the environment by reducing the carbon emission to the air. THE ECONOMICAL EN!IRONMENT

The world is facing a shortage of fuel and it has become an economical crisis to every country. This is evidence as the price of fuel is increasing and the probability of the price of a barrel to increase at any day is very high. Therefore, this product will help customers to save money because it consumes less fuel. The fuel consumption is one of the best criteria based on this product. Kn the other hand, customers will be able to satisfy with this kind of product because it is not too e1pensive and everybody has the privilege to afford one. This product will satisfy the superior value of all different customers since it has a very good design to solve to fuel shortage, less e1pensive, and can be affordable to anyone. THE TECHNOLOGICAL EN!IRONMENT

The fastest growing of information technology helps this product to be at its best. Its design is basically provided with the help of information technology. ooking at its design, this product benefits a lot from the technological sectors. This proves that this product is favourable to the environment. Also, this product can be modified or even upgraded to the standard where it will be suitable at any environmental condition. The


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Information technology is very effective in letting this product to be very efficient. In this case, it helps customers to satisfy this kind of product in this technological environment. THE SOCIAL AND CULTURAL EN!IRONMENT

It is believed that protecting the environment is a great concern. Therefore, this product is purposely designed to be environmentally friendly. As a result, most people in the %nited )tates and elsewhere are willing to offer such kind of product to save the environment. If more and more people are keen to buy such kind of product then the environment would be safe at any cost. !onseuently, people will be more supportive to save what is best for the communities and the environment. SEGMENTATION

The marketer does not create the segmentsE the marketerOs task is to identify the segments and decide which ones to target. )egment marketing offers several benefits over mass marketing. The company can create a more fine-tuned product or service offering and price it appropriately for the target segment. The company can more easily select the best distribution and communication channels, and it will also have a clearer picture of its competitors, which are the companies going after the same segment. In the conte1t of automotive sector, we would be classifying it in the following ways-7 

BASED ON THE PRICE OF THE CAR



BASED ON THE LENGTH OF THE CAR



BASED ON THE USER SEGMENT

BASED ON THE PRICE OF THE CAR

Kn the basis of price of car we can segment the car in following ways-7 

E'('* S+5*+(,


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The economy segment of car ranges up to 6s. ;.@ lacs. The products in ths

o

segment are $aruti <==, Alto and the newly launched product of TATA motors i.e. 3A3K. 

M- S9+ S+5*+(,

The mid-si2e segment of car ranges from ;.@ lacs to ?.@ lacs. It includes

o

the products like #yundai santro, $aruti 2en, Tata Indica etc. 

L$$" #" )+5*+(,

The lu1ury segment of car ranges from ?.@ lacs to = lacs. It includes the

o

products like #onda city, #yundai +erna, $ahindra )corpio etc. 

S$4+" %$$" #" )+5*+(, o

The super lu1ury segment of car ranges above = lacs. This segment satisfies the elite class of the society. It includes the products like )koda aura, #onda Accord, 0$4, $ercedes, Audi etc.

BASED ON THE LENGTH OF THE CAR 

A segment- !ars that are less than G.@ meters long <==, omni



0 segment- !ars between G.@ meters to ? meters long Sen, )L?, )antro



! )egment- !ars between ? meters to ?.@ meters long +erna, #onda city, ford fiesta



5 segment- !ars that are more than ?.@ meters long $ercede2, )onata, Accord, )koda


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COMPANY PROFILE The demand for Indian goods and services during the year e1ceeded e1pectations. The increased demand was met through high levels of production of domestic products and also the availability of international brands. The automobile sector had its best year ever, while commercial sales remained strong through out the years, the passengers car segment saw record sales level. !onsumer demand was for the filled by the e1citement over the foreign cars, which were been introduced, and the Indian consumers for the first had a real change to CchooseD. THE NEED FOR CRUCIAL INFRASTRUCTURE

5espite what may happen in the short term, there is sufficient ground to believe that India will continue to have an encouraging of industrial activity and a correspondingly healthy consumer demand in future demands. The reuirements of passengerOs cars or passenger is e1pected to grow substantially. The limiting factor will continue to be the level of supporting infrastructure in the form of powers, roads and communications. The national infrastructure has woefully lagged behind the pace of industrial growth and in many areas of countryE industries have been ClimpingD, due to the in adeuacy of the support to this crucial aspect of IndiaOs development. The important of realistically up grading the national infrastructures to internationally acceptable standards should transcend all interests or sub"ective consideration. #yundai the *orean company is out with different range of cars. #ere we are out with 0 segment car )antroO.

The 3o. driving pleasure on Indian 6oads,

)antroOs wining technology is now making waves across the world. #yundai India recently flagged off )antroOs consignment to Algeria, Indonesia, )ri anka, &akistan, and 3epal and to the #yundaiOs motherland *orea. This is for the first time in Indian automobiles history that an international product was first launched in India and then taken across continents.


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The debut has been a phenomenal phase of the success for )antro with its international looks, technology and serviceE )antro will continue to rule hearts for years to come SANTRO BORN TO LEAD:       

)A3T6K means )afety Affordability 3ascent Technology 6uggedness Kpulence

SANTRO means !ar for IndiaO in (reek language ItOs the small car with Avant-grade

tall boy design. Its spacious, stylish, powerful, versatile, safe economic, and "ustly rightly priced. It is the small complete family car. 3o surprises within "ust one full year of operation, )antro has not only made #yundai the second largest car market in India, but has won millions of hearts across the world. $aking the foray of #yundai in the Indian automobiles market. )antro was launched in Kctober >><. And then began a success story par e1cellence, within three months of the launch, )antro sales crossed the =,=== mark and in ne1t B months, it crossed  lakhcreating record in the history of Indian automobiles industry by being the fastest to reach the milestone. ast 3ovember )antroOs customer base e1panded to .@ akhs. 4ith the popular campaign was initiated #yundaiOs long-term relationship with Indian customers. A relationship that does not end with buying a )antro, but goes on for life. ach )antro is the result of painstaking efforts of #yundai family to ensure uality that lasts for life. At present #yundai has == service stations and more than ,@=,=== delighted customers already. C!ustomer )atisfactionD is not the end but the means to innovate further. !onstantly listening to customerOs changing needs enables #yundai to continue giving more value to them by introducing newer technology and designs. An outcome of this pursuit was the


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)antro Sip 5rive, a stylish )antro avatar with power steering so that now its customers 5onOt drive Qust SipO. The rewards of listening have started to show for )antro and #yundai. In recently conducted Q5 &ower Asia &acific Initial Nuality )tudy IN) and A&&A Automatic &erformance, 1ecution and ayout study, the )antro emerged as the top uality, top A&&A car in the small car segment based on actual responses from #yundai customers in India. The Q5 &ower Asia &acific that conducts customer satisfaction research on various parameters like uality, after sales service, A&&A, in addition to consulting in the automobiles, ranked )antro the top uality car in the small car segment. Amongst the new car buyers, the evolving Indian customers have given the highest uality rating to the )antro in the Initial Nuality )tudy IN). !lose to the )antro was its company cousin the Accent that was ranked the second best uality car in the mid-si2e segment. This result was arrived following a study that e1amined initial vehicle uality at three to five months of ownership. HMIL SALES: UP FURTHER UP:

)antro is the small car sales in India. #yundai the manufacturer of )antro is not only the second largest manufacturer of passenger cars, but also the market leader in small and mid-si2e segments. #aving crossed the previous year Qan-5ec. sale of @<,B;> units in only ; months, #$I took a big leap during the same period in the year ;=== by selling a record of <@, ??< carsE this is close to ?;W growth over the last yearOs performances. )antro occupied the leaderOs position with the sale of B<,B=B units, while B, months. BATCH: PGP/SS/2008-10

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#$I enters the 3ew /ear with a commitment to further growth riding on a high level of customer satisfactionO and produces ualityE #yundai $otor India is targeting a new mask in car sales in the Indian market. 3ovember ;>, ;==> was another big day for #yundai $otor India imited when ,@=,===th car rolled out of its !hennai plant. The production volume of ,@=,=== car was achieved in "ust over two years time, making it one of the fastest in the history of the Indian automobiles industry and possibly a record in itself. #yundaiOs current offerings )antro and Accent have become preferred choice of customers, as reflected in the year ;===. Q5 &ower Initial Nuality )tudy IN) and A&&A ratings.

The success of #yundai cars lies in the introduction of advance

technology that has redefined uality and satisfaction level among customers. 0acked by this high level of customer satisfaction, #yundai $otor India e1hibited an e1cellent growth performance in the year ;===. A PEOPLES COMPANY CUSTOMER SATISFACTION  EMPLOYEES WELFARE

#yundai offers a rewarding career for our ?H,=== plus associatesE the most meaningful measure of our success is the satisfaction of a rewarding career at #yundai and the opportunity to reap the fruits of our growth through enhanced benefit programs such as our housing assistants program, opportunities for advanced educational and training. ustomer satisfaction and employee welfare, by introducing a steady stream of innovative services, #yundai is closely in tune with the changing needs of the customer.

1. G"++( S+"?+:


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The latest campaign to increase customer satisfaction, strives for perfection, punctually, hospitality and neatness. 2. O(+-C+%% S+"?+:

To ma1imum customer convenience, the company recently introduced Kne-!ell )ervice which provides round-the-clock service and advice on all matters relating to automotive ownership. And itsO "ust a phone call away. ThereOs a lot more to #yundai than "ust carsXXXXX. XXXX. 4eOre peopleOs company. 4e strive to set the standard for corporate civic-mindedness through a variety of philanthropic programs7 

3ational !hildrenOs &ainting !ontent



Intensive foreign language training courses



nlarging the national automotive engineering knowledge base



)ponsoring a wide range of community activities.

H$(# +++) #(($#% )#%+) ,#"5+, ' 2000 $(,) ( 11 *'(,)  )+%%(5 <301 $(,) ( N'?+*+" 0; . 

6ate of growth of ?=W in April-Qune ;==> uarter Y;,B uarter Y>,;== salesZ.



!hennai plant to go into ;nd shift production to step up production volumes and reduce customer waiting period.

April ;Hth, ;=== M The ==,===th car rolled out of the #yundai $otor factory at Irrangattukottai near !hennai on April ;Hth, thus achieving the fastest market penetration in the history of the Indian automobile industry.


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$arch G, ;=== M #/%35AI $KTK6 I35IA &K)T) M 6s. ;,G= !rores Turnover for ;==>-;===. #yundai $otor India td., the countryOs ;nd largest car manufacturer as registered a total sales turnover of 6s.;,G= !rores in the financial year ended $arch G, ;===, which reflects a growth of about G@@.BW over the sales turnover of 6s.@=H crores achieved in the previous financial year. The aggregate sales for the financial year ;==>-;=== stood at H@,BB units registering a G;<.HW sales growth over H,B?H units sold a fiscal year ended $arch G, ;==>. The company notched up total sales of B,;=> units of the Accent and B,?< units of the )antro for the month of $arch, thus grossing cumulative of >G,G; units of Accent and the )antro in the country as on $arch G, ;===. The sales for the month April ;=== stood at ,H;= units of Accent and @,B=G units of )antro. Qanuary ;=== M #yundai $otor India begins the new millennium in style #yundai $otor India, the countryOs ;nd largest car manufacturer, began the /ear ;=== with great success as both its car )antro and Accent become the highest selling brands in their respective segments in the month of Qanuary ;===. The company achieved its highest sales over of <,B?@ units by selling H,?=; units of )antro. #yundai India sells B,B cars in Qune. THE LUURY SEDAN SONATA SALES CROSSES MORE THAN 1000 UNITS IN >UST O!ER  MONTHS: HUNDAI MOTOR INDIA LIMITED crossed another milestone in Indian automobile

industry with its latest entrant.

The lu1ury sedan *onata M clocking sales of more

than == units in "ust ? monthsO time, ending 3ovember ;==. #$I however sold a total of H,G> in the month of 3ovember. )onata, in its si1th generation, celebrated its launch in India in Quly this year, "ust si1 months after its introduction in *orea in Qanuary and two months after the launch in %.). introduced in the Indian market as a feature-rich big car, )onata sales have continued to increase every month and it reigned number one car in the 5-segment in )eptember and Kctober ;==. #yundai sold a total of H,HG? units in Kctober this year with its latest eternant the lu1ury sedan )onata-reigning number in BATCH: PGP/SS/2008-10

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the 5-segment registering a total sale of G@ units. Accent was once again the leader in its segment registering a sale of ?@ units while #$IOs flagship brand )antro registering a sale of @,>B< units.

In the first si1 months April-)eptember ;==

#$I has sold ?@,
4ith A!



#eater uro-II complaint 6-G; (as used.



6ead door child safety locks.



0ridgestone 6adial tyres



All four doors with dual impact bars.



6oof impact and front impact bars.



!ollapsible steering column.



!oin slotter.



!up holders.



All four head rest.



!olourE $etallic  3on-$etallic


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HYUNDAI SANTRO ING  S 

4ith A!



#eater uro-II complaint 6-G; (as used






0ridgestone 6adial tyres.












!oin slotter and !up holders.



All four seats head rest.



&ower windows.



!entral locking system.



Tinted glasses.



Fog lamps, rear wiper, rear 5e-Fogger.



4heel !aps.



&ower )teering.



5ay and 3ight $irrors, # and 6# mirrors.



6emote tail gate and fuel aller.



!olourE $etallic  3on M $etallic


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HYUNDAI SANTRO ING  G 

4ith A!









0ridgestone 6adial Tyres.












!oin slotter and !up holders and cigarette lighter.



All four seats head rest.



&ower windows and power steering.



0ody colored bumpers.



Tinted glasses.



Fog lamps, rear wiper, rear 5e-Fogger.



5ay and 3ight $irrors, # and 6# mirrors.



6emote tail gate and fuel aller.



6ear seat belts and leather strapped steering wheel.



!olour $etallic  3on-$etallic.


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HYUNDAI SANTRO 

4ith A!






Ad"ustable front and rear seats, head rest.



!lutch footrest.



!ross bar under dash panel.



6ear doors child safety locks.



5ouble fold best rear seat.



6# mirror.



&ower steering.



!o lour $etallic  3on-$etallic

COMPETITION ANALYSIS

Today, every company is facing a competition in many ways. In competitive market the consumer are industrial user is the king and the purchaser who decide what to purchase and what not to purchase as per its likings, advices from others and his personal e1periences. In case of industrial goods the attitudes of purchaser differ from what of consumer goods because7 . The purchased goods are durable. ;. There must be benefit following on investment made.


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G. In case of industrial euipment and machinery they should be free from freuent troubles and should have e1pected life giving )atisfactory services. THE SANTRO AUTOMATIC TRANSMISSION

N+  )4++ #$,'*#,

,"#()*))'(

3ow en"oy the freedom from stick gear shifting and freuent clutch pedaling with the new )antro automatic. 4ith electronically controlled intelligentO power train system, )antro automatic offers most rela1ed way to busy city motoring.

The ? speed

transmission features a compact ultra light weight gear train, high performance torue converter and hydraulic electronic control, offering ? forward gears ratio to deliver a wide array of speed and power to search ahead or retard as per your need. The #yundai is a stunning e1ample of modern automobile design in a continuous customer feed back driven advancement. !oupled with now legendary performance and functionality is new symbol of power. CThe new advanced . 55I engineD. !omplementing its performance are the elements of comfort. 0e it variable assist power steering, the superior ergonomics of controls are the superbly engineered seats. All keeping in mind the comfort of occupants given on long 5istance hauls. Adding to that, so step into the )antro. And change your world. THE SANTRO IP PLUS SANTRO IP PLUS M#($#%?+"#%, , 4'+" S,++"(5:

4ith the Sip 5rive, #yundai brought the ease, comfort, safety and the fun of power )teering to every body. 4ith power )teering lock-to-lock turn of the steering wheel is substantially lesser, the effort reuired to turn the wheel is minimal. )o now, suee2ing into difficult parking lots negotiating the rush hour traffic. Is not "ust effortless but fun,


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as well. Ability to absorb "erks of pot holed roads and much greater control of the steering wheel not only helps you to glide over the roads but also provides enhanced safety in case of accidents like bursting tyres. Sip plus with second generation #yundai psilon engine is now here for you to en"oy the thrills of sports car like performance with absolute control of power steering. The )A3T6K Sip &lus with high power and Fuel fficiencyOs -psilon )uperior ngine ;+ )K#!  BGps 9 @@== rpm >. kgm of torue9?===rpm The ama2ingly high powered sports car performance of the #yundai )antro comes from its ;+ )K#! psilon engine and its impressive power to weight ratio. Its in line ? cylinder, =. kgm of torue 9 ?=== rpm. The 55I system does away with the distributor that wears away and needs periodic replacement, thereby reducing maintenance cost Also the 55I system allows for more precise control of spark timing resulting in improved fuel efficiency, reduced emission and increased power. 3o wonder )antro well e1ceeds the uro- norms. T+ O,+" *'+%) ' H$(#

A!!3T ACCENT TORNADO

The power to e1cite Tornado Accent (L


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/ouOve evolved as you have gone from one milestone in your life to another. The Accent (L is your perfect companion in the "ourney. 0reathe taking in appearance, it scores distinctively in design and performance. A+(, GLS

For those who want the best of everything, the Accent () is a dream come true. %nbeatable styling, power accessories, gripping design, this one is for the true of car enthusiast. A+(, G!S

A premium car with a not so premium priced. The new Accent (+) enhoes the spirit of smooth lu1ury, without burning any holes in your pocket. ACCENT CRDI

34 A!!3T 5I) 4IT# !K$$K3 6AI 5I6!T I3Q!TIK3 SONOTA A ROYAL POSSESSION

6oyalty, an integral part of the Indian culture, manifests itself in different forms in different regions. iving up to the royalty standards, #yundai motor India lost no time in offering its lu1ury sedan to the Indian automobile market. The select cities launch of the )onata in Quly has brought cheers amongst the connoisseurs of cars as the royalty and it believers pitched into acuire the new lu1ury symbol of automobiles.


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/$$', %/ ,+ /$$', $%+ are the 2 models of /onata.

Important 5t.

$ile )tone

;G=;==G

#$I launches )onata ;.H +B

==;==G

#$I launches Accent !65i

=B=>;==;

#$I launches )antro Automatic Transmission

B=<;==;

#$I launches the Accent +iva

;B=B;==;

#$I 6olls out the G==,===th !ar

<=G;==;

#$I aunches . 3ew )antro 2ip &lus

;;;==

)antro 6anked 3o. in Q5 power Asia &acific ;== CInitial NualityD study.

=@=;==

aunch of the Accent Tornado

<=H;==

aunch of the u1ury )edan )onata

=?;;===

&rofit of 6s. BH.B crore returned in the very first full year of operations.

;>;===

6oll out of the @,===th car from !hennai &lant in "ust ;@ months.

;>=>;===

aunch of the Accent (L

;=H;===

An e1port-shipment of HB= Accent plus )antro cars rolls out of the !hennai &ort for Algeria

;=B;===

aunch of 5iesel version of #yundai Accent.

=<=@;===

aunch of )antro Sip 5rive

;H=H;===

==,===th !ar roll-out from the !hennai plant Assembly ine in "ust > months of its operations.


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29

#yundai )antro launch campaign starring )hah 6ukh *han awarded the global Advertising $arketing ffectiveness Award by 3ew /ork Festivals.

?=;==>

aunch of #yundai Accent.

=;=<;==>

!hennai plant goes into ;nd shift production to step up &roduction volumes and reduce customer waiting period.

G=G;==>

#$I ends the financial year >><-;==> with total sales of H,B?H units of )antroE 0ecomes second largest auto-manufacturer in the country.

?=>><

3ational delivery of )antro commences.

;G=>>><

#yundai )antro makes its world debute in India.

=>=>>><

!ommercial &roduction at plant begins.

;H=@>><

&ilot production of )antro at plant begins within a record H months of ground breaking.

=;>>B

(round-breaking ceremony at the Irrungattukottai plant near !hennai

=B=@>>B

(overnment of IndiaOs approval for ==W subsidiaryE !ompany incorporated.

&CUSTOMER SATISFACTION COMES FIRST6

. &icking up and home delivery of service vehicles. ;. 5rop back facility for service customers. G. $obile and breakdown service round the clock. ?. !ustomer complaint handling cell. @. C5o it yourselfD class for the customers once in a month. B. ==W final inspection and analysis. BATCH: PGP/SS/2008-10

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H. ==W post service follow-up and analysis. <. 6epeat "ob analysis. >. !onducting free service M camps for outstation customerOs every month. =. ; /ears warranty at unlimited mileage. CHANGES AT WORKSHOP TO UPGRADE  SER!ICES

. &neumatic M Tools on every alternative day. ;. %ser friendly tools trolleys. G. Nuick repair facility. ?. !ar on M !all door step pickup service. @. 5rop M back facility for service customers. B. )eparate oil change days. H. In house training facility. <. Kpen on )unday also. >. 6ound the clock breakdown service. =. #yundai trained service advisors and technicians. a The most important factor is that the uality of the service is good in T6I53T #/%35AI $KTK6). b The labour charges are reasonable. c Facilities like delivery, service and repairs will b e provided very uickly and promptly.


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d &oliteness toward the customers when attending their problem and analy2ing the problem of the vehicle.

COMPARISON OF HYUNDAI WITH COMPETITORS

There is keen competition to #/%35AI the main competitors is $A6%TI, FK65,K&,#I35%)TA3 $KTK6),#K35A. 

#/%35AI is perceived as a vehicle for own use.



#/%35AI has more comfort, more spaciousness than their compitator vehicle.



ooks of the #/%35AI is very good, compared other vehicles.

T"+(, H$(# #) ,+ '%%'(5 4"'*','(#% *+#)$"+).

. The sign boards and hoarding are kept all over the city. ;. 5isplay the product in the showroom. G. If a new vehicle is launched they display the vehicle at showroom. D+*'(),"#,'(:

If any melaOs, FairOs is conducted in the city, then the vehicle kept for demo and sale person will describe the vehicle and distribute the pamphlets and cataloges. T+), D"?+:

!ustomer need to have test drive for newly introduced vehicle because he wants to know the vehicle, so Trident #yundai provides test drive to customer. C$),'*+" M++,:


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Taking old customer into consideration, Trident #yundai call for the customer meet, in that, they discuss about the vehicle so they may buy the vehicle or they will advice their friends, relatives or neighbours. F(#(+ S+*+:

#ere the bank manager and non-banking financial institution will meet and they will finance for vehicle at certain rate of interest.

The finance is provided by #yundai

Finance as well as banks. FUNCTIONAL AREA ANALYSIS

The dealership include department which are controlled by respective heads having well e1perienced and dynamic persons. The company has established systems for its smooth operation in all department. DEPARTMENT OF THE COMPANY:

. )ales ;. 4orkshop or service G. )pare parts. T+ F$(,'() ' ,+)+ +4#",*+(,) #"+ #) '%%'):

. S#%+): After the loan process gets over the customer makes the payment to the dealer and collects the vehicle of his choice along with all the relevant documents. The vehicle is delivered to the customer after detailed pre delivery inspection Y&5IZ. The customer is also advised to bring his vehicle regularly to the workshop for services as specified in the operatorOs services book. 2. W'"7)'4 '" S+"?+:


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4orkshop or )ervice department is place where service and repairs have been done for the #/%35AI )A3T6K vehicles. The main function of this department is to provide service to all #/%35AI vehicles. Kn an average basis the dealer attends =-@ vehicles. FUNCTIONS OF WORKSHOP 1. FREE DELI!ERY:

very new vehicle before delivery is sub"ected to a detailed !heck %p. Important nuts and bolts are tightened again as per the recommended torue. The entire electrical are checked. !hange of all in the engine and other aggregates are also done as specified for various #/%35AI models. The vehicle is attended for greasing. 2. FREE SER!ICE:

The first four services including the &5I are attended with free on labour. It is important on the part of the customer to attend these services failing which the warranty will be null and void.

3. SER!ICES AND WARRANTY ON HYUNDAI :

The company agrees to replace or repair any item  aggregate failed before is e1pected life due to material defect, bad workmanship. The warranty period for #/%35AI is for two year Yunlimited *msZ. #owever it is obligatory on the part of the customer to bring his vehicle for the regular services. There is an optional Grd year warranty. . !EHICLE BREAK DOWN ATTENDANCE

The workshop also has a breakdown attending team headed by a supervisor. In case of any failure of the vehicle in transit the team a deputes e1perts to set right the defect and


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the vehicle will be brought to the workshop for a detailed diagnosis in case of sudden break down the company gives the demo vehicle to the customer. . ACCIDENT REPAIRS:

All the spare parts have a number. It is codified based on codes they are grouped and located systematically. The parts are stopped adeuately based on consumption. The recorder level is fi1ed for every item. 6egularly the parts are procured from #/%35AI . The A0! analysis, Fast, )low and 3on-moving F)3 parts analysis is in the system. The parts are issued to the workshop on the indents. The spare parts department also sells the parts across the counter. They also do arrive in the market. L#'$" F'"+:

very employee of the organi2ation has to follow the rules and regulations very strictly. There are skilled workers and efficient

staff.

These are important assets of the

organi2ation. R+"$,*+(,

6ecruitment is made by advertisement as well as scrutini2ing and interviewing the candidate. 6ecruitment is also based on e1perience of the worker.

T"#((5

In this company on the "ob training method is adopted to train the workers. W#5+) #( S#%#" A*(),"#,'(

0asic wages given to workers are fi1ed on the basis of minimum wages at >?< and various types of allowances are provided to the workers as well as to the office staff. STRENGTH OF THE COMPANY


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

)eparate showroom for cars.



4ell euipped workshop with all infrastructural facilities.



4orkshop is well supported by an organi2ed spare parts division.



Their goodwill in the possess trained, sincere and efficient manpower to encounter present market condition.



stablished strong and transparent systems in all the departments.



4e positional uality product.



Trained man power

1cellent marketing network for fi1ed coverage.


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RESEARCH METHODOLOGY

RESEARCH OB>ECTI!E 

The main ob"ective of the study is to identify the consumer satisfaction with #yundai !ars.



To analysis the number and percentage of respondents owning #yundai !ar on the basis of income, occupational level.



To analysis the percentage of respondents owning #yundai on the basis of the causes and sources of awareness.



To analysis the preference of #yundai on the basis of price.



To analysis the result of consumer satisfaction on the basis of future purchase and comparison of #yundai with other brands.

RESEARCH METHODOLOGY

A. Type of research is descriptive research by survey method. 0. &rimary data is collected from the #yundai owners and secondary data from company profile, brochures. !. )ample )i2e7 == consumers who own #yundai cars. !ollection $ethod7 personal. 5. Tool7 a structural uestionnaire was prepared to collect information pertaining to the study. The uestionnaire was administered to #yundai holders. &rimary data is collected directly by meeting the consumers who own #yundai !ars and the secondary data is collected by the company profile.


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METHOD OF DATA ANALYSIS:

The data collected were grouped into research characteristics and further sub"ected to segmentation and then the scores were obtained by using tally bars. The scores and percentage are presented in tables, graphs and charts. 0y percentile inferences were drawn. very table for each test is represented through charts and graphs.


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LITRATURE RE!IEW The last few decades have seen companies operating in a highly competitive environment. The economy is referred to as &CUSTOMER DRI!EN6

4ith firms allowing to customers to dictate specifications and uality standards and also working out corporate strategies evolve around the consumer. #owever this is not an easy task because the consumers are moving market and each consumer behaves uniuely at the market place. The ultimate success of any marketing program will depend upon the way the consumer behaves and whether hisher behavior is indicative of acceptance of the product or services offering from the firms. !onsumer behavior is not predictable. !onsumer needs are dynamicE therefore, heshe is always looking for something new to satisfy new needs. This is the reason why the consumer satisfaction has emerged as a separate research area of study since, the past few decades. The study has been undertaken to determine CONSUMER SATISFACTION the research has been taken up in analysis of CONSUMER SATISFACTION with reference to &HYUNDAI CARS6 in a customer driven, need based market. CORE CONCEPTS OF MARKETING Marketin# is defined as a  *ocial and Mana#erial process by which individuals and #roups obtain what they need and want throu#h creatin#. offerin# and e/chan#in# products value with others 

---- PHILIP KOTLER The above definition of market rest on the following concepts7- A '&&$ is a state of felt deprivation of some basic satisfaction. +A'T* are desires for specific satisfiers of these deeper needs.


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$&MA'$* are desires for specified products that are backed up by an ability and

willingness to buy them. Wants become demands when they are backed up by purchasing power. !),$0CT* are a bundle of utility that can be offered to a market of attention,

acquisition, use or consumption that might satisfy a need or a want. VAL0& is the customer’s estimate of this products overall capacity to satisfy his or her

needs, that is it a bundle of benefits, customer expect from a given product or service. C,*T of the product depends on the customer’s value. The closeness of a product to an

ideal product determines the cost of the product to the customer’s value.

)ince the industrial revolution, business management has undergone si1 district concepts of marketing. . The 1change Krientation. ;. The &roduct Krientation. G. The &roduction Krientation. ?. The )ales orientation. @. The $arketing !oncepts. B. )ocial $arketing !oncept. 1. T+ E#(5+ O"+(,#,'( 7-

$arketing does involve e1change of a product between a seller and a buyer usually based on money. 0ut modern marketing is not merely an e1change operation. $arketing has now a much wider connotation it covers search of unmet customer wants formulation of marketing strategies, marketing mi1, creative selling and advertising, serving the


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customer and so on. All these other vital ingredients of marketing are conveniently forgotten in e1change oriented marketing approach. 2. T+ P"'$, O"+(,#,'(:-

$anagement firmly believes that if the product has superb features, uality and performance customer response is bound to be favorable and all promotion efforts are needless. This was the marketing philosophy till >G=. Kver emphasis on product e1cellence may lead a marketer to ignore many other aspects of customer needs and desires. !ustomers for whom the product is meant may be ignored. This is called the phenomenon of marketing myopia or short sightedness. 3. T+ P"'$,'( O"+(,#,'( 7-

!ompany sells what it can make. The focus is on performance and cost. The product line is usually narrow. The price is based on production and distribution cost. Technical research enables product improvement and cost cutting in the production process. &ackaging is e1pected to protect the product and minimi2e costs. !redit is regarded as necessary evil. The producer is interested only to minimi2e bad debt losses. &romotion is adopted only to give emphasis on product features, uality and price. This concept can work only in a sellers market it fails to retain market under keen competition. Qapanese and uropean cars captured American lu1ury car market around ><=. SATISFACTION is the level of the person, felt state resulting from comparing a product

perceived performance in relations to a personOs e1pectations. ECHANGE is the act of obtaining a desired product from someone by offering

something in return. TRANSACTION consists of all the potential customers sharing particular need and want

that might be willing and able to engage in e1change to satisfy that need or want.


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MARKETING is the process of e1change of goods and service from the provider to the

consumer. This involves Advertising, &ublicity, promotion, pricing, sales and distribution of goods and services. $arketing also involves market analysis to define the market. MARKETER is someone seeking resources from someone else and willing to offer

something of value in e1change. . T+ S#%+) O"+(,#,'(.

0uyers market for money commodities brought about sales-distribution marketing. It points out that a company cannot secure enough customer response to its products without high-pressure salesmanship, aggressive advertising and intensive sales promotion. )ales Krientation gives emphasis is on inuiring sales volume even at the cost of consumer satisfaction and service. $any marketers adopt this approach in selling unsought or unwanted goods. The selling concept is found in the sale of books insurance and also in auto sales. 4e also have selling concept at the time of elections faithfully followed by all political parties. )ales Krientation also e1hibits marketing. . T+ M#"7+,(5 C'(+4,:-

4hen a marketer adopts a market oriented business philosophy the guiding principle becomes C it is more effective to make what customer wants to buy than to sell them what a marketer wants to make or sell C. Thus, planning and co-ordination of all company activities rotate around the primary goal of satisfying customer needs. The marketing concept is defined as a customer oriented philosophy duly integrated and implemented through the entire organisation in order to serve customers better than competitors and hereby ensure sustained growth and prosperity. It was introduced in marketing approach points out that the primary task of a business enterprise is to study needs, desires and values of the potential customers, and on the basis of latest and accurate knowledge of market demand, the enterprise must produce and after the products which will give the desired satisfaction and service to the customers BATCH: PGP/SS/2008-10

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BUYING MOTI!ES

$otives can be a strong desire, feeling, a drive, a stimulus or motions, which plays a role in the customerOs decision to a purchase a product or service. A customer purchase a particular product or service because of a strong inner feeling or force which insist him to have a possession of the same. DEFINATION OF BUYING MOTI!E 

All the desire, considerations and impulses which includes a buyer to purchase a given product



&rof 5.Q.5uncan, CThose influences which provide the impulse to buy, induce action or determine the choice on the purchase of goods and serviceD.

BUYING MOTI!ES

PRODUCT MOTI!ES

PATRONAGE MOTI!ES

PRODUCT MOTI!ES 7 The impulse, considerations and desires a personOs to be

truly inclined to purchase a particular product is called &6K5%!T $KTI+).

PRODUCT MOTIVES BATCH: PGP/SS/2008-10

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EMOTIONAL PRODUCT

RATIONAL PRODUCT

MOTI!E

MOTI!E

P#,"'(#5+ $(5 *',?+

4hy do buyers purchase from certain specific shape[ 4hat are the factors, which persuades the buyer to do play such store patronage[

PATRONAGE MOTIES

EMOTIONAL PATRONAGE

RATIONAL PATRONAGE

MOTI!E

MOTI!E

CHARACTERISTICS OF INDIAN MARKET

&hilip *otler has rightly said, &M#"7+, *# + +(+ #) ,+ "+%#,'()4 +,++( ,+ '()$*+" #( ,+ 4"'$+" '$""(5 #, ,*+ #( 4%#+ #( # ?#%$+ *$,$#%% #5"++#%+ #( #+4,#%+ ,' ,+ '(+"(+ 4#",+)6.

It is the responsibility of the marketing system to discover and serve the market demands. It provides the vital link in connecting production supply and consumption demand.

Kptimum production and optimum consumption will ensure a desired

standard of living in an economy. The standard of living of people in India is low. An increase in the efficiency of the market operation can bring down the prices and thus, contribute to an improved standard of living by bringing more goods with in reach of the poorer section of the population.


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Improved marketing productivity in India will not only add to the profits of the company which makes as effort to achieve better marketing efficiency but will also give inputs to the development of the country. '*" /'&'&"" $F +, -,"' / ,/ F$%%$/. (%ahs)

Y+#")

D+),,$,+

A)4"#(,)

C%*+")

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!+" "

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S'$"+: BUSINESS INDIA @4"'+,'( #)+ '( NCAER "+)+#"

1cept for a few products there is generally little effective competition on the market. +ery few brands are available and because of this, there is strong brand loyalty in India. The consumers are very conservative and hesitate to try new brands. To a large e1tent they are also ignorant about other brands. There is also lack of infrastructure. A prereuisite of customer driven marketing is that it establishes relationships before or during the sales process and then continues to recogni2e that given the level of product uality on-going sales will prosper so long as a relationship is satisfactory. &oor sales often are being on the most obvious result of a poor relationship. MEANING OF SATISFACTION:

4hether the buyer is satisfied after purchase depends on the offerOs performance in relation to the buyerOs e1pectations. In general7


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The Indian Institute of Planning & Management, New Delhi 

SATISFACTION ) # 4+")'() ++%(5) ' 4%+#)$"+ '" )#44'(,*+(, "+)$%,(5 "'* '*4#"(5 # 4"'$,) 4+"+?+ 4+"'"*#(+ @'$, '*+ ( "+%#,'( ,' ) '" +" +4+,#,'().

&S#,)#,'( ) # $(,'( ' 4+"+?+ 4+"'"*#(+ #( +4+,#,'().

I ,+

4+"'"*#(+ #%%) )'", ' ,+ +4+,#,'() ,+ $),'*+" ) ))#,)+.

I ,+

4+"'"*#(+ *#,+) ,+ +4+,#,'() ,+ $),'*+") ) )#,)+. I ,+ 4+"'"*#(+ +++) +4+,#,'() ,+ $),'*+" ) 5% )#,)+ '" +%5,+6.

$any companies are aiming for high satisfaction because customers who are "ust satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much ready to switch.

#igh satisfaction or delight creates an

emotional affinity with the brand, not "ust a rational preference. customer loyalty.

The result is high

#ow do buyers form their e1pectations [ Their e1pectations are

influenced by their past buying e1perience, friends and associateOs advice, and marketers and competitorsO information and promises. If marketers raise e1pectations too high the customer is likely to be disappointed. )ome of todayOs most successful companies are raising e1pectations and delivering performance to match.

These companies are aiming for TC*-Total Customer

*atisfaction. L6KL, for e1ample, guarantees Ctotal satisfactionD and will replace at its

e1penses any dissatisfied customerOs euipment for a period of three years of purchase. !igna advertises CweOll never be ==W satisfied until you are, tooD. And one of #ondaOs ads says7 CKne reason our customer so satisfied is that we arenOtD. C#$,'() ( M+#)$"(5 C$),'*+" S#,)#,'(:

4hen customer rate their satisfaction with an element of the companyOs performance say, the company needs to recogni2e that how the customer define good delivery. For a customer a good delivery may, on time delivery, order completeness and so on. /et of the company had to spell out every element in detail. The company must also recogni2e that two customers can report being highly satisfied for different reason. Knly may be easily satisfied most of the time and the other but was pleased on this occasion. BATCH: PGP/SS/2008-10

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!ompanies should also know that managers and sales people can manipulate their ratings on customer satisfaction. They can be especially nice to customers "ust before the survey. Another danger is company will go out of the way to please customers, some customers may e1press high satisfaction classification even of satisfied in order to receive more concessions. CONSUMER SATISFACTION / DISSATISFACTION

)atisfaction is the e1pected outcome. It signifies a confirmation that performance of the chosen alternative is consistent with its prior belief and e1pectations and dissatisfaction on the other hand signifies on absence of such conformation. #owever satisfaction  dissatisfaction is not an emotion. The evaluation of the emotion is done on the basis of e1pectation made by the consumer prior to the purchase. These e1pectations may be7 

3ature and performance of product or service



!osts and effort spent before obtaining the product



)ocial benefits or costs accrued to the customers

4ith these three e1pectations emotion is evaluated.

H' $),'*+" )#,)#,'( #"+ *+#)$"+: Prior product brand experience

Expectations of how the Brand should perform

Evaluation of the performance Evaluation of the discrepancy and Expectation and performance


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Expectancy conformation



47

Satisfaction

Dissatisfaction Performance fails to

Performance surpasses the expectations.

Meet expectations

F#,'") %+#(5 ,' )#,)#,'( / ))#,)#,'( 

Kccasional use of brand  product.



!ost  investment involved in choice making.



3umber of out come and their desirability.



&rior e1perience of the product  brand.



&6)K3A e1pectations and norms.



(roup e1pectations and norms.



!ultural norms.



Kut comes endurance M the duration for which the outcome persists.



Time lag between the choice and use of the products.

RESPONSE OF DISSASTISIFED CUSTOMER


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DISSATISFACTION *# %+# ,'

D)'(,($(5 P$"#)+ P#,"'(#5+

N+5#,?+ '" ' *'$,

F'"*#% '*4%#(,) ,' (,+"?+(,'( A5+(+)

S++7(5 "+"+)) %+5#% "'* $),'*+") A,'(

GLANCE AT THE NOTE OF CONSUMERSATISFACTION:

The only "ob security anybody has in a company comes from uality, productivity and satisfied consumers. )atisfaction is the level of a personOs felt state resulting from comparing a productOs perceived performance in relation to the personOs e1pectations. T+ )#,)#,'( %+?+% ) # $(,'( ' ,+ +"+(+ +,++( ,+ 4+"+?+ 4+"'"*#(+ #( +4+,#,'(). A $),'*+" '$% +4+"+(+ '(+ ' ,+ ,"++ "'# %+?+%) ' )#,)#,'(. I ,+ 4+"'"*#(+ #%%) )'", ' +4+,#,'() ,+ $),'*+" ) ))#,)+. I ,+ 4+"'"*#(+ *#,+) ,+ +4+,#,'() ,+ $),'*+" ) )#,)+. I ,+ 4+"'"*#(+ +++) +4+,#,'() ,+ $),'*+" ) +%5,+.

1pectations are formed on the basis of the buyerOs past buying e1perience, friends and reference groups, marketer and competitorOs information and promises. A company must not conclude that it can get full picture of consumer )#,)#,'( and ))#,)#,'( by simply running a complaint are suggestion bo1. I(),+# , #) ,' '($, )$"?+) )$"?+ ,' "#,+ '()$*+" )#,)#,'( ,"'$5 J$+),'((#"+) ,+%+4'(+ #%%) *#%) #( ''"-,'-''" )$"?+) #( ,#7+ 4"'4+" '""+,?+ *+#)$"+).


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!onsumer satisfaction is the complete picture of the product a ccepted by the consumer.


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PRIMARY FINDING AND ANALYSIS ,,%// $F *&+, , $"/ $ '*" ,// $F '*" ," $&.

A5+ G"'$4

R+)4'(+(,)

%pto ;@ /ears

=

;B-G@ /ears

;@

GB-?@ years

G=

?B-B=

;=

B= and above

@

T',#%

100


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51

C#" 4$"#)+" #5+ 5"'$4

ANALYSIS:

The ma1imum buyers of #yundai cars as per the survey shows that the customers from the age group of ;@-G@ and [email protected] people from age group below ;@ and above B= are less buyers of the vehicle INTREPRETATION  INFERENCES:

From the above we can infer that the respondents in the age group below ;@ and above B= years are less in number because youngsters depend on their parents who in turn prefer two wheelers and old aged people usually prefer lu1ury cars. The age group ie.. from ;B-G@ will have started earning and the people at the age group from GB-?@, who are independent and are settled in the life and are able to afford the e1penses. )o they are the ma"ority buyers of the car.


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,,%// $F '*" , &"/ $ '*" ,// $F $-"

A(($#% I('*+

R+)4'(+(,)

%pto G,==,===

=

G,==,=== to @,==,===

;@

@,==,=== to H,==,===

;=

H,==,=== to =,==,===

;@

Above =,==,===

;=

ANALYSIS


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From the table we see that the people from all income group will preferably go for #yundai !ars segment. 4e canOt perfectly say because of their taste and preferences, and with the higher income group, we can naturally e1pect that they prefer to buy lu1ury cars. INTREPRETATION  INFERENCES:

#ere the customers from all the income group would like to buy #yundai car. The people with the income group of up to G lakh and G-@ lakhs would like to buy the small car like 1ing. 0ut the people of income group from @-H and above would like to buy the big segment car like accent.


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",/$ F$ &*,/ '*" *&+, ,/

R+#)'(

R+)4'(+(,)

$anufacturers reputation

G=

Availability of service

?=

!ost of the vehicle

;=

ooks of the vehicle

=

ANALYASIS

From the above chart we can make out that most of the buyers say that they have purchased the car because of the availability of service and manufacturing reputation of the company and importance towards the cost of the vehicle as well.

INTREPRETATION  INFERENCES:


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55

From this we can make out that the company has created a (ood 0rand loyalty among the customers and because of the lu1ury provided by the company towards the vehicle and the good service facility available from the dealer side. )o people would like to buy the #yundai cars because of the available facilities and also due to the reputation which is gained by the manufacturer.


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,,""// ,$&' '*" ,

S'$"+)

R+)4'(+(,)

Television Advertisement

G@

3ewspaper Advertisement

@

Friends and 6elatives

?@

Kther )ources

@

T',#%

100

ANALYSIS

From the above findings we can make out that F6I35) A35 6ATI+) i.e. word of mouth publicity has made the !ustomers to purchase the #yundai !ars and also the Television Advertisement has play a ma"or role in the purchase of #yundai !ars. INTREPRETATION  INFERENCES:


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#ere we can see that the impact of friends and relatives and the role of media publicity had played a ma"or role in the purchase of #yundai vehicles. The satisfied #yundai customers will recommend their friends and relatives to buy the #yundai car and the television advertisement will let the people to know about the vehicle more.


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*$ '*" , / " &*,/"+

M'+ ' P$"#)+

R+)4'(+(,)

Through oan

B=

5irect &ayment

?=

ANALYSIS:

As per the findings from a group of == customers it has been found out that B=W of the people had purchased the vehicle by taking loans. 6emaining ?=W of people through direct payment. INTREPRETATION  INFERENCES 7

#ere most of customers have purchased the car through loans. )o the company should provide some good finance option by giving attractive finance schemes and good interest ates. )o that it will help future customers for buying the cars. $'*" ,,-"'"/ $/+""+ *%" &*,/ '*" *&+, ,/


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R+#)'(

R+)4'(+(,)

ooks

=

&rice

@

!olour

=

ngine !apacity

;=

&ickup

G=

Accessories

@

59

ANALYSIS:

From the above table we can draw the information that the most of the people give much preference to the pick up and engine capacity and also some importance towards looks mileage etc. BATCH: PGP/SS/2008-10

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)ince consumers consider more than one factor for buying a car.

$ost of them have

chosen because engine capacity, mileage, price, pickup because people of our country are much aware about the value of the money. This car provides and fulfills most of the needs like reasonably priced, good mileage, pick-up etc.


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&/'$-" """" ,' '*" '-" $F &*,/" $F '*" ,

P#"#*+,+")

O4('()

&oliteness of the dealer

)atisfied

Availability of Information when asked

)atisfied

!ommitment of 5elivery

)atisfied

!leanliness of the vehicle

)atisfied

ANALYSIS:

From the above table we come to know that the e1perience of the customers with the dealer was good in all aspects mentioned in the table at the time of purchase of the car INTREPRETATION  INFERENCES:

#ere all the customers are satisfied with all the parameters. )o it is better to maintain the same or to improve on it. The dealer must not only be customer caring at the time of purchase of the product but he must follow the same always i.e. even after the sales of the product which helps for the long run of the organi2ation.


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F&'*" %,/ $F '*" &/'$-"/ '$,+/ " ,

C#"

R+)4'(+(,)

#yundai

?=

Kpel

=@

#industan $otors

=

$aruthi

=

Ford

@

#onda

;=

ANALYSIS:


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From the above table we can draw the inference that the people are well satisfied with the #yundai car and when the survey is conducted, the people were asked about their future plan of purchasing new vehicle. $a1imum of them are preferring #yundai vehicles. INTREPRETATION  INFERENCES:

#ere when the customers were asked about their future car most of them opted toward #yundai. This shows there brand loyal toward the company and their faith toward the company. we find that the #yundai car is ranked as top most position, with such a good percentage we can easily make out that #yundai !ars is liked by most of the people. The organi2ation must keep on conducting the surveys, should identify the needs of the customer and it should try to fulfill them for its long run and to retain the market share. 4hen the surveys is conducted the information drawn is if the #yundai !ustomers planning go for a new car he is once again back to #yundai with more lu1ury and good features, which have satisfied him.


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&$/" $F '*" ,

P$"4')+ ' U)+

R+)4'(+(,)

Kwn use

H@

!ompany use

;=

Ta1 )ervice

=@


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ANALYSIS:

Kf the == respondents H@W of them say that the vehicle is used for K43 %) and only ;=W use for company purpose and @W for Ta1i purpose. INTREPRETATION  INFERENCES:

From this we can say that the car is purchased more than H=W for K43 %) ;@W for company use and @W for ta1i services. This shows that the #yundai cars are purchased to make use for own purpose not for the commercial purpose. )o the #yundai vehicles are termed as complete family vehicle with reuired family comforts and lu1uries.


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$$ ,$&' '*" " $F '*" ,  '*" &/'$-"

P"+ R#,+

R+)4'(+(,)

#ighly priced

;

6easonably priced

H?

Appro1imately priced

?

0elow level &riced

=

ANALYSIS:

From the above table we can draw the inference that the pricing of the car is well accepted by the customers. H?W of them say that #yundai !ar is reasonably priced.


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From the above we can say that the price of #yundai cars is reasonably priced the customers have accepted the price and the customers are satisfied from the price of the #yundai cars. )o the company should maintain the price any try to reduce the price to slight e1tent if possible.


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$&,'$ $F '*" *&+, , $"/

O$4#,'(

R+)4'(+(,)

(overnment

=

&rofessionals

?=

0usiness

G=

#ousewife

=

6etired

=

ANALYSIS: BATCH: PGP/SS/2008-10

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From the above table we can make out that the #yundai car buyers are more in number from the 0usiness (roup as well as professionals. INTREPRETATION  INFERENCES:

#ere most of the #yundai car customers are from professional back ground and business background. so they opt for the lu1ury and good performed vehicles. #yundai cars has satisfied all there needs and demands. )o all the customers are satisfied about the vehicle from this we can make out that business people and professionals have more buying power compared to other occupational groups.


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"F$-," ,"+  '*" &/'$-"

P+"'"*#(+

H5% )#,)+

S#,)+

D)-)#,)+

&ick-up

G<

@<

<

Interior

B

B=

G?

$ileage

;=

B=

;=

6oad #andling

?;

?=

<

!omfort

G?

?=

;B

+isibility

;;

@?

;?

)ervice 0ackup

@B

<

?

ANALYSIS:


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From the table table we can make out that most of the #yundai #yundai car customers customers are satisfie satisfied d about the performance of pickup, mileage, interior, 6oad handling, comfort, visibility, service. INTREPRETATION  INFERENCES:

From the above we can say that some #yundai customers are highly satisfied with all the features, mileage, pick up, visibility, road handling etc. but still we can find that there are customers showing their dissatisfaction whom the organi2ation canOt neglect. neglect. #ence the organi2ation must try to make the dissatisfied customers to get satisfied or else their opinion may directly or indirectly affects the organi2ation


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72

RECOMMENDATION .

Improve the model

;.

sta stabl blis ish h more more ser servi vice ce cen cente ters rs and and prov provid idee the the bes bestt ser servi vice ce..

G.

!om !ome wit with a cle clean an prop propos osal alOO. 3eve 3everr hide hide the the facts acts,, be hone honest st in in sell selling ing your your vehicles, in describing the &%)  $I3%) facts, Ccustomers friendlyD attitude is a must for any 0usiness 5eal.

?.

)par )paree par parts ts shou should ld be made made avai availa labl blee at at lowe lowerr rate rate..

@.

&ro &rovid vide #i #igh-w h-way ho horn an and re reverse ho horn.

B.

5eal 5ealer erss shou should ld be be cour courte teou ouss in all all the the tim timee as the they y are are at the the tim timee of sel selli ling ng the the car. This show, show, the dealers are not focusing on customer care.

H.

!han !hange ge the the loo look k and and incr increa ease se the the $il $ilea eage ge cons consum umpt ptio ion. n.

<.

Impr Im prov ovee ser service vice and and trai train n the ser service vice pers person onne nell. Aft After sal sales ser service vice is a very very important factor in case of automobile sector which may induce buying or stop people from buying the particular brand of vehicle.

>.

$aintain th the sam samee de demand in in th the ma market ket.

=. =.

&rov &rovid idee good good prod produc uctt mode model l  serv servic icee acco accord rdin ing g to the the needs needs of chang changin ing g customer preferences.

.

6edu 6educe ce som omee bit bit in the the pric pricee of of 1i 1ing. ng.

;.

Incr Increa ease se afte afterr sales sales serv servic icee and incr increa ease se the the number number of of servi service ce stat statio ions ns for for the continence of customers c ustomers at different locations at the city. city.

G. G.

5rop 5roppi ping ng faci facili lity ty shou should ld be prov provid ided ed..

?.

Impr Im prov ovee cra crash sh safe safety ty in all all the the #yund #yundai ai vehi vehicl cles es..


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CONCLUSION AND IMPLICA IMP LICATION TION From the findings and analysis it is clear that #yundai !ar is highly preferred when compared to the other brands of car in the same segment. 4ith the analysis through the survey conducted for a period of G-? months in 5elhi  3!6 on the consumer satisfaction of #yundai !ar, the findings and analysis shows that <=W of the consumer are happy with the product performance and also sales service and rest ;=W of them says that they are dissatisfied. )ince each customer is like an asset for an organi2ation the company should try to improve in the area of dissatisfaction. 4e know that getting new customer is double the cost of retaining the old customer so the company should focus on retaining the old customers whom a in the future purchase the product product or recommend recommend others to purchase purchase the product. product. Thus they help help directly directly or indirectly for the product sale. !hange is the only think to retain and attract the customers so the company should identify the needs and dry to fulfill them. Finally we conclude the #yundai is $K6 &K46, $K6 F%3 car which is a complete family car and is accepted by most of them and it gives consumer satisfaction as per study undertaken.


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BIBLOGRAPHY



$A6*TI3( $A3A($3T by &#II& *KT6



!K3)%$6 0#A+IK%6 by )%QA.6.3AI6



!K$&A3/ $A3%A),! $A3 %A),!A ATAK()



0%)I3)) I35IA



A%TK I35IA



K+6 56I+


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75

ANNEURE UESTIONNAIRE .

;.

4hat is your Age[ a %pto ;@ /ears

b ;B-G@ /ears

c GB-?@ years

d ?B-B=

e B= and above

4hat is your annual income[ a %pto G,==,===

b G,==,=== to @,==,===

c @,==,=== to H,==,===

d H,==,=== to =,==,===

e Above =,==,=== G.

4hat is the reason for purchasing the #yundai cars[ a $anufacturers reputation b Availability of service c !ost of the vehicle

?.

d ooks of the vehicle

From where you awareness about the car[ a Television Advertisement b 3ewspaper Advertisement c Friends and 6elatives

@.

#ow the car is being purchased[ a Through oan

B.

d Kther )ources

b 5irect &ayment

Kther parameters considered while purchasing the #yundai cars a ooks

b &rice

c !olour

d ngine !apacity

e &ickup

f Accessories


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Consumer Satisfaction With Hyundai Car

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