Project On Buying Motives of Hyundai I10 Car

Buying Motives of Hyundai i10 car
Chapter 1
Introduction
Bineshkumar C S 1 Master Of Business Administration, 2008

1.1 INTRODUCTION TO THE STUDY
The study makes an attempt to identify the buying motive of Hyundai i10 car with
special reference to KTC Hyundai, Calicut. The primary objective of the study was to find out the
various drives that motivate customers to buy Hyundai i10 car.
The research design chosen for the study was descriptive research study. The
population for the study is the valuable customers from Calicut districts of Hyundai i10 car. The
sample size for the study was 50 and the technique was convenience sampling.
The findings reveal that the majority of the customers were influenced by the comfort
of the Hyundai i10 car. There are also some suggestions for motivating customers to buy
Hyundai i10.
It is hoped that the study will definitely help to accomplish the need for knowing more
about the customer there by it helps the company to develop marketing strategies and achieve the
major objective from that.

1.2 RESEARCH PROBLEM

.
The company wants to know more about the drives of customers that motivate them to
purchase Hyundai i10. It‘s very important for every marketer to know about the buying
motives of the customers because it helps them to design proper policies and programs to
attract customers. It also helps them to determine their advertisement budget and also to plan
various sales promotion measures.

1.3 SIGNIFICANCE OF THE STUDY
The study of buying motives is very important in framing price policies, product
policies, and distribution policies and also in designing the sales promotion programmes. It is
important for the marketers to understand the buyer motives due to the following reasons.
1. It is helpful in understanding the buying motives and preferences of different customers.
This enables the marketer to design appropriate marketing strategies.
2. It helps to plan and modify products according to the taste and preference of customers.
3. It is also helpful in framing suitable pricing policies.
4. It is also helps in determining advertising budget.
5. It helps in planning and designing sales promotion strategies.

1.4 OBJECTIVES OF THE STUDY
Primary objective:
 To find out various drives that motivates customers to buy Hyundai i10 car.
Secondary objectives:
 To find out advertisement effectiveness of Hyundai i10 car.

 To know the satisfaction level of customers
 To know which class of customers is using Hyundai i10.
 To know more about the overall experience of customers about their dealers.

1.5 SCOPE OF THE STUDY
Today the existence of an organization depends on its ability to understand the customers
and producing and delivering products or services according to those needs.
This project indented to find out the buying motives of Hyundai i10 car with special
reference to KTC Hyundai. This study will help the company to redesign their marketing
strategies such as product design, sales promotion activities etc. so as to the meet the needs of
customers.
As per the scope of the study is concerned, the study helps to find out the various buying
motives of Hyundai i10 customers in Calicut. It will also help the company to know more about
their customers.
It is hoped that the analysis will help the company to develop marketing strategy and
achieve the major objective from that.

1.6 RESEARCH METHODOLOGY
RESEARCH DESIGN
A research design is a logical and systematic plan prepared for directing a research
study. It is the program that guides the investigator in the process of collecting, analyzing and
interpreting observations.
Here descriptive research design is used for analyzing buying motive of Hyundai
i10 cars. It is very simple and more specific than exploratory study.
The descriptive study is a fact finding investigation with adequate interpretation.

The descriptive study aims at identifying the various characteristics of a problem under study. It
reveals potential relationships between variables and also setting the stage for further
investigation later.
SAMPLING TECHNIQUE
A part of the population is known as sample. The process of drawing sample from a
population is known as a sampling.
Non probability sampling

It is not based on the theory of probability. It does not provide a chance of selection
each population element. The merit of this type sampling is simplicity, convenience and low
cost.
Convenience sampling is the sampling technique used here. In this sampling we select
whatever sampling unit is conveniently available. It lays groundwork for subsequent probability
sampling.

SAMPLE SIZE
The researcher has to select a relevant fraction of the population, which is a
representative of the entire population. The sampling size will be small in the case of the
descriptive study where less than 1 percent is sufficient to provide reliable results.
Here the sample size is 50 samples and it is limited to the area of Calicut District
COLLECTION OF DATA
Data Sources
In this stage, there is a need to gather primary as well as secondary data. Primary data are
collected on original information gathered for a specific purpose either through personnel
interviews / questionnaires etc. Secondary data is collected from already existing sources in
various organization brochures and records.
Primary Data
The present study has used survey method for collecting the primary data by directly
interviewing customers with questionnaire.
Secondary Data
Secondary data for the study were collected from the library reference, technical and
subject based books, journals and magazines, websites and other previous studies
Tool for Data collection

A well structured questionnaire was used to collect the primary data from the customers.
The customers were given multiple choices to select their particular answers.
A copy of the questionnaire is enclosed in the annexure.
Type of Questions
The questions that have been used in preparing the questionnaire were: -
 Dichotomous questions
 Multiple choice questions
Period of Study
The study was carried out for a period of 15 days from 17th November to 3rd December
2008.

1.7 LIMITATIONS OF THE STUDY
1. The study was confined to only Calicut district. Therefore the results cannot be
generalized.
2. Customers were reluctant to answer certain questions.
3. The result generated out of the study is completely dependent on the nature of the
response given by the customers.
4. Short span of time was a limiting factor.
5. Customer satisfaction varies from time to time. It will not remain constant.
Despite these limitations, a sincere attempt has been made to collect and analyze
the data and present the information as accurately as possible.

Chapter 3
Industry profile

INDUSTRY PROFILE
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 Economy. All kinds of vehicles are produced by the Automobile Industry.
The automobile industry in India—the tenth largest in the world with an annual
production of approximately 2 million units—is expected to become one of the major global
automotive industries in the coming years. A number of domestic companies produce automobiles
in India and the growing presence of multinational investment, too, has led to an increase in
overall growth. Following the economic reforms of 1991 the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions.
India Automobile Industry includes the manufacture of trucks, buses, passenger cars,
defence vehicles, two-wheelers, etc. The industry can be broadly divided into the Car
manufacturing, two-wheeler manufacturing and heavy vehicle manufacturing units.
The major Car manufacturers are,
1. Hindustan Motors
2. Maruti Udyog,
3. Fiat India Private Ltd
4. Ford India Ltd
5. General Motors India Pvt. Ltd
6. Honda Siel Cars India Ltd
7. Hyundai Motors India Ltd
8. Skoda India Private Ltd
9. Toyota Kirloskar Motor Ltd

The two-wheeler manufacturing is dominated by companies like TVS, Honda
Motorcycle & Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc.
The heavy motors like buses, trucks, defense vehicles, auto rickshaws and other multi-
utility vehicles are manufactured by Tata-Telco, Ashok Leyland, Eicher Motors, Bajaj, Mahindra
and Mahindra,etc.
Following India‘s growing openness, the arrival of new and existing models, easy
availability of finance at relatively low rate of interest and price discounts offered by the dealers
and manufacturers all have stirred the demand for vehicles and a strong growth of the Indian
automobile industry
Small Car Market in India

The small car market in India is increasing by leaps and bounds. The indigenous
market for small cars now occupies a substantial share of around 70% of the annual car production
in India of about one million. The main players in the car market like Tata Motors and Maruti
Udyog are fiercely competitive and more or less all the automobile companies in India that have
forayed into the production of small cars are trying to out-do each other in terms of design,
innovation, pricing, and technology, in order to gain control of the small car market in India.
The biggest players in the Indian small car market are engaging in a healthy
competition, which has intensified since the Indian government decided to boost the small car
sector. In this regard, a reduction in the excise duties has been thought of. Even the engine
capacities are expected to be raised to 1500cc. The new small cars in India cars may even be fueled
by gasoline and diesel in the future. With all these facilities, it has been estimated that the
indigenous car market is going to move beyond the 3.5 million mark very soon.

Chapter 3
Company profile

Organization profile
Kerala Transport Company (KTC)
Kerala Transport Company made a humble beginning in the year 1958. From there its growth
to the KTC Group, one of the biggest business houses is simply astounding and marvelous. The
Group‘s turnover exceeds Rs.300 crores and its contribution to the various fields of its activities
are widely appreciated and acclaimed. Kerala Transport Company is the flagship of the KTC
group, one of the reputed business houses in the forefront. KTC Automotive group with following
establishments
1. Dealers for Hyundai cars

2. Mitsubishi Lancer cars
3. Ford cars
4. Mahindra and Mahindra vehicles
5. Honda Scooters and Motor cycles
6. Automotive Management Academy
I. Cinema – Production, Distribution, Exhibition
II. Super Specialty Hospital
III. Property Development
IV. Plantations
V. Print Media
VI. Educational institutions
VII. Custom house agents
VIII. Food processing
IX. Dealership of Indian Oil Company and Hindustan Petroleum ( Fuel Outlets )
X. C and F Agents for various products
The corporate office of KTC group is at KTC House, YMCA Road, Calicut. The
Chairman is Mr. PV. Chandran. Mr. PV. Gangadharan and Mr.PV. Nidhish are the Directors.
They provide employment to over 4,000 people directly and more than 10,000 indirectly. The
turnover exceeds Rs. 600 crore.

KTC Hyundai
KTC Automobiles (P) Ltd is the authorized dealer for Hyundai Motor India Ltd in North
Kerala. The company has two main dealerships in Calicut & Thrissur.They have service centres in
Kannur,Malappuram,Kasaragod,Palakkad and Kodungallur also.KTC Hyundai is part of the KTC
Automotive group which consist of franchisee dealerships of HM-Mitsubishi, Ford India, Honda
Scooters, Mahindra three wheelers and manage a professional training institute know as the
Automotive Management Academy.

Hyundai Motor India Limited (HMIL)
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company,
South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL
presently markets 34 variants of passenger cars in six segments. The Santro in the B segment, Getz
Prime, i10 in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D
segment, the Sonata Embera in the E segment and the Tucson in the SUV segment.
Hyundai Motor India, continuing its tradition of being the fastest growing passenger car
manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of
18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a compared
to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339
units.
HMIL‘s fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most
advanced production, quality and testing capabilities in the country. In continuation of its
investment in providing the Indian customer global technology, HMIL is setting up its second
plant, which will produce an additional 300,000 units per annum, raising HMIL‘s total production
capacity to 600,000 units per annum by end of 2007.
HMIL is investing to expand capacity in line with its positioning as HMC‘s global export hub for
Hyundai Motor India attain other milestones such as the launch of the Verna and yet another path-
breaking record in its young journey by rolling out the fastest 10,00,000th car.
The Hyundai Verna has bagged some of the most prestigious awards starting with the title of "Car
of the Year 2007" by India's leading automotive publication – Overdrive, the ―Best Mid-size Car
of the Year‖ award by the NDTV Profit C&B Awards 2007, the ―Best Value for Money Car‖ by
the CNBC Autocar Auto awards and ‗Performance Car of the Year 2007‘ from Business Standard
Motoring.
Last Year Sonata Embera won the ‗Executive Car of The Year 2006‘ award from Business
Standard Motoring Magazine and NDTV Profit – Car & Bike declared the Tucson as the ‗SUV of
The Year 2006

PRODUCT PROFILE 3.1
Hyundai i10
The irresistible i10 is fully equipped and is tailor made for the city. It is the proud owner
of the longest wheelbase and three rear seats. You can pack your i10 car with a lot more. The i10 is
streetwise, chilly and spacious for the city rides too. The air condition comes across as standard
and has front and front side airbags with a fully integrated audio system. The i10 features a unique
centre console mounted gear shift. The i-shift transmission takes away the stress from the arm in
case of long drives. Simultaneously, it renders greater legroom for the passengers who are in the
front seats.
The i10 has a number of safety features. The dual air bags provide ample cushioning
in case of accidents. The flexible membrane covers the passengers. The anti-lock braking system
(ABS) helps to prevent the locking up of the wheel during sudden brakes thus avoiding skidding
while retaining car stability and steer ability.
The multi-reflector clear glass fog lamp is another feature that ensures maximum
visibility even in adverse weather conditions. The clear rear combination lamp is a sleek, elongated
feature that helps in improved visibility for trailing vehicles. The instrument cluster has many
warning lamps like low fuel warning lamp, seat belt warning lamp, door and tail gate ajar warning
lamp, MDPS warning lamp, ABS warning lamp and air bag warning lamp. This is in order to
ensure that the driver is aware of all the conditions of the car at all times, ensuring-safety.

The seat belt is one of the major safety measures in all cars. It contains an
electronically controlled retractor called pretensioner.
The i10 measures a diminutive 3565mm long, 1595mm wide and it has a 2380mm
wheelbase. These dimensions mean it will be targeted primarily at the Asian and Euro markets,
where demand for baby cars is booming.
Motive power for the i10 comes from a 1.1-litre engine with a towering 49kW, and
there's also a 1.2-litre turbo-diesel unit.
The i10 will be one the better equipped baby cars originating from an Indian factory as
standard kit across the range includes air-con, front power windows, central locking, power
steering, alloy wheels, body-coloured bumpers and a CD player.
In Europe, the i10 will lock horns with the likes of the Toyota Aygo/Citroen
C1/Peugeot 107 triplets, although it's slightly larger than this trio.
The i10 is the second car (after the i30) to feature Hyundai's 'i'-prefixed naming
protocol, and still to come are the i20 (which will replace the Getz), i40 (Sonata replacement) and
i50 (Grandeur replacement).
Although undoubtedly inspired by Apple's iPod, Hyundai's new naming strategy is

also conceivably a ploy to mimic the alphanumeric model designations of Euro carmakers such as
Mercedes-Benz and Volvo.

Chapter 4
Conceptual Framework

CONCEPTUAL FRAMEWORK
Introduction to buying motives
Consumer or buyer is the central figure of all marketing activities. It is the

consumer who determines the growth, prosperity and even existence of a business enterprise.
Hence the marketer should always feel the pulse of customers. In order to understand the pulse of
the customers, the marketer needs to understand fully the working of buyers mind. It helps him to
plan his production and distribution to suit to the needs and convenience of customers‘ .It also
helps him to plan suitable marketing strategies. Thus it is very essential for every marketer to know
his customers buying motives.
Buying motives
Motive is a strong feeling, instinct, desire or emotion that makes a person to do

something. When a motive makes a person to buy a product, then it becomes a buying motive.
Thus buying motive means the influence and considerations which makes a customer to buy a
particular product.
According to D.J.Duncan, ―buying motives are those influences or considerations which

provide the impulse to buy, induce action or determine choice in the purchase of goods and
services‖.
Buying motives are mainly two types, manifest motives and latent motives. Manifest
motives are those motives which are known to the customer and also ready to admit them. But on
the other hand latent motives are either known to the customer.
Buying motive can also be calculated as follows
1. Product or patronage motives

2. Emotional and rational motives
3. Inherent and learned motives
Product and patronage motives
a. Product motives: it refers to those influences and reasons which make the consumer to buy
a certain product in preference to another. These explain why people buy a certain product.
Product are of two types:
i. Primary product motives: These motives induce a consumer to purchase general

class of the product. These motives relate to the basic needs of people like hunger,
thirst, sleep
ii. Selective product motives: these motives determine which particular brand or item
will be purchased from the general class

b. Patronage motives: these are the motives which determine where or from whom products
are purchased. These are the considerations which induce a buyer to buy goods from
specific stores. Following are the key patronage motives:
i. Price
ii. Location
iii. Quality
iv. Variety
v. Services
vi. Personality of the owner or salesman
Emotional or Rational motives
A. Emotional motives: these are the motives which are affected by the feeling of heart. Thus,
emotional motives are physiological and psychological needs such as thirst , hunger, sex
attraction etc. The emotional motives are of the following types;
i. Sex or romance
ii. Love of others
iii. Social acceptance motive
iv. Vanity motive
v. Recreation and relaxation motive
vi. Curiosity motive
vii. Emulative motive
viii. Comfort and convenience motive
B. Rational motives: these are the motives where a consumer takes the decision of purchasing
a product by his head and means i.e., after careful consideration and logical thinking. In
making rational purchases, the consumer considers price, durability, dependability,
efficiency etc. Rational motives are of the following types:
i. Monetary gain
ii. Efficiency in operation
iii. Dependability motive
Inherent and Learned motives
A. Inherent motives: these are the motives for the satisfaction of which a consumer his best
efforts and if these motives are not satisfied he feels mental tension.
B. Learned motives: these are the motive which are acquired or learned by a consumer from
the environment and education. These motives are social status, social acceptance, religious
belief, fear, security etc.

Chapter 5
Analysis and interpretation

5.1 INTRODUCTION TO THE ANALYSIS AND

INTERPRETATION
The data was collected through questionnaires from 50 i10 customers. The
collected data are going to get analyzed here by using tables and charts like pie charts and
bar diagrams. Further, the inferences are been made from the collected data.

5.2 ANALYSIS AND INTERPRETATION
TABLE: 1
INFLUENCE OF AGE ON BUYING DECISION
Description: Table shows the different age class of customers and its influence on buying
decision of Hyundai i10
AGE GROUP NO.OF RESPONDENTS PERCENTAGE

20-30 6 12%
30-40 21 42%
40-50 18 36%
50-60 5 10%
TOTAL 50 100%
Source: Survey data
CHART: 1
INFLUENCE OF AGE ON BUYING BEHAVIOR
Description: Chart shows the different age class of customers and its influence on buying
Interpretation:
The above table shows that majority (42%) of customers falling under the age group
of 30-40.The next major category was 40-50 (36%).the age group 20-30 and 50-60 were 3rd and
4threspectively.

TABLE: 2
INFLUENCE OF OCCUPATION ON BUYING DECISION
Description: Table shows the different occupation of customers and its influence on buying
decision of Hyundai i10.
TYPES OF JOB NO.OF RESPONDENTS PERCENTAGE
Professionals 24 48%
Government employees 6 12%
NRI's 11 22%
Businessman 9 18%
TOTAL 50 100%
Source: Survey data
CHART: 2
INFLUENCE OF OCCUPATION ON BUYING DECISION

Description: Chart shows the different occupations of customers and its influence on buying
Interpretation:
From the above chart it can be found that the 48% customers are professionals, 22% were
NRI‘s, 18% were businessman and balance 12% were government employees.

TABLE: 3
DURATION OF USAGE
Description: Table shows the duration of usage of i10 by the customers
Usage No of respondents Percentage
below 3 17 34%
3-6 months 18 36%
6-9 months 12 24%
9 & above 3 6%
Total 50 100%
Source: Survey data
CHART: 3
DURATION OF USAGE
Description: Chart shows the duration of usage of i10 by the customers
Interpretation:
From the above chart it can be found that the duration of usage of cars between 3-6
months were 36% and between 6-9 months were 34%. 24% of the customers were using the car for
a period less than three months. The balance 6% was using it for more than nine months.

TABLE: 4
PURCHASING PATTERN OF HYUNDAI
Description: Table shows the customers who have previous experience with Hyundai.
RESPONSE NO.OF RESPONDANTS PERCENTAGE
Yes 6 12%
No 44 88%
TOTAL 50 100%
Source: Survey data
CHART: 4
PURCHASING PATTERN OF HYUNDAI

Description: Chart shows the customers who have previous experience with Hyundai.
Interpretation:
From the above chart it can be found that 88% of the customers have no previous experience
with Hyundai. The balance 12% has experience with Hyundai.

TABLE: 5
SOURCES OF INFORMATION
Description: Table shows the sources from which the customers get information about their
purchase.
SOURCES NO. OF RESPONDENTS PERCENTAGE

Television 22 44%
Newspaper 3 6%
Personnel sources 6 12%
Product demos 2 4%
sales representatives 5 10%
Experienced users 12 24%
TOTAL 50 100%
Source: Survey data
CHART:5
SOURCES OF INFORMATION
Description: The chart shows the sources from which the customers get information about
their purchase.
Interpretation:
From the above chart it can be found that 44% were influenced by the TV advertisement.
24 % influenced by experienced users, 12% were influenced by Personal sources and 10% were
influenced by sales representatives. News paper and product demos were influenced by 6% and
4% respectively.

TABLE: 6
GENERAL FACTORS INFLUENCING PURCHASE DECISION
Description: Table shows the general factors influencing buying behavior of customers.
Total Number of
Rank 1 Rank2 Rank 3 Rank4 Rank 5
respondents
Total score
respondents
respondents
respondents
respondents
respondents
Score
Score
Score
Score
Score
No of
No of
No of
No of
No of
Features
Style 10 50 4 16 11 33 19 38 6 6 50 143
Comfort 18 90 15 60 13 39 4 8 0 0 50 197
Mileage 15 75 18 72 6 18 8 16 3 3 50 184
Price 7 35 13 52 15 45 12 24 3 3 50 159
Color 0 0 0 0 5 15 7 14 38 38 50 67
Source: Survey data Rank (5-1)

CHART: 6
GENERAL FACTORS INFLUENCING PURCHASE DECISION
Description: Chart shows the general factors influencing buying behavior of customers.
Interpretation:
The above table shows that most of the customers rates comfort as the most important
factor for purchasing a car, then comes mileage, style and price respectively. Color is not having
that much influence on buying decision..

TABLE: 7(i)
CUSTOMERS OPINION ON STYLE
Description: Table shows the customers opinion about style and its influence on buying
LEVEL NO OF RESPONDANTS PERCENTAGE
Highly influenced 17 34%
Influenced 32 64%
Less influenced 1 2%
TOTAL 50 100%
Source: Survey data
CHART: 7(i)
CUSTOMERS OPINION ON STYLE
Description: Chart shows the customers opinion about style and its influence on buying
Interpretation:
From the above table we can see that, 34% customers were highly influenced and
64 % were influenced by the style of Hyundai i10 while making their purchase decision. The rest
2% were not influenced by the style.

TABLE: 7 (ii)
CUSTOMERS OPINION ABOUT COMFORT
Description: Table shows the influence of comfort on buying decision of customers.
LEVEL OF INFLUENCE NO. OF RESPONDENTS PERCENTAGE
Influenced 15 30%
Not influenced 0 0%
TOTAL 50 100%
Source: Survey data
CHART: 7(ii)
CUSTOMERS OPINION ABOUT COMFORT
Description: Chart shows the influence of comfort on buying decision of customers.
Interpretation:
The above chart shows that 70 % customers were highly influenced and 30% were
influenced by the comfort and convenience while making purchase decision of Hyundai i10.

TABLE: 7(iii)
CUSTOMERS OPINION ABOUT MILEAGE
Description: Table shows how mileage influences the buying decision of customers.
FORM OF INFLUENCE NO OF RESPONDANTS PERCENTAGE
influenced 19 38%
Not influenced 0 0%
TOTAL 50 100%
Source: Survey data
CHART: 7(iii)
CUSTOMERS OPINION ABOUT MILEAGE
Description: Chart shows how mileage influences the buying decision of customers.
Interpretation:
The table above shows that 62% customers were highly influenced by the mileage of
Hyundai i10 while making their final decision. The remaining 38 % were somewhat influenced by
the mileage

TABLE: 7(iv)
CUSTOMERS OPINION ABOUT PRICE

Description: Table shows that how price influence the buying decision of customers.
LEVEL OF INFLUENCE NO OF RESPONDENTS PERCENTAGE
Influenced 24 48%
Not influenced 5 10%
TOTAL 50 100%
Source: Survey data
CHART: 7(iv)
CUSTOMERS OPINION ABOUT PRICE

Description: Chart shows how price influence the buying decision of customers
Interpretation:
The chart above shows that 48 % customers were influenced and 42% were highly
influenced by the price of Hyundai i10 while making their purchase decision. The remaining 10%
were not influenced by the price

TABLE: 7(v)
CUSTOMERS OPINION ABOUT COLOUR
Description: Table shows how colour influences the buying decision of customers
Influenced 30 60%
Total 50 100%
Source: Survey data
CHART: 7(v)
CUSTOMERS OPINION ABOUT COLOUR
Description: Chart shows how colour influences the buying decision of customers
Interpretation:
From the above chart it can be found that 60% were influenced and 28% were
highly influenced by the colour of Hyundai i10. Remaining 12% were not influenced by the
colour.

TABLE: 7(vi)
CUSTOMERS OPINION ABOUT PRODUCT FEATURES
Description: Table shows how product features influence buying decision of customers.
Influenced 41 82%
Not influenced 2 4%
TOTAL 50 100%
Source: Survey data
CHART: 7(vi)
CUSTOMERS OPINION ABOUT PRODUCT FEATURES
Description: Chart shows how product features influence buying decision of customers.
Interpretation:
From the above table we can see that 82% customers were influenced and 14%
were highly influenced by the product features of Hyundai i10. 4% was not influenced by the
product features.

TABLE: 7(vii)
CUSTOMERS OPINION ABOUT TECHNOLOGY
Description: Table shows how the technology influences the buying decision of customers.
Level of influence No of respondents Percentage
Influenced 33 66%
Not influenced 3 6%
Total 50 100%
Source: Survey data
CHART: 7(vii)
CUSTOMERS OPINION ABOUT TECHNOLOGY
Description: Chart shows how the technology influences the buying decision of customers.
Interpretation:
The above table shows that 14% customers were highly influenced and 33%
customers highly influenced by the technology of i10. Remaining 3% was not influenced by the
technology.

TABLE: 7(viii)
CUSTOMERS OPINION ABOUT SAFETY
Description: Table shows how safety influences the buying decision of the Hyundai i10
customers.
Influenced 29 58%
Not influenced 3 6%
Total 50 100%
Source: Survey data
CHART: 7(viii)
CUSTOMERS OPINION ABOUT SAFETY
Description: Chart shows how safety influences the buying decision of the Hyundai i10
customers.
Interpretation:
The above table shows that 36% customers were highly influenced and 36 % were
influenced by the safety of Hyundai i10. Balance 6% was not influenced by the safety.

TABLE: 8
OPINION OF CUSTOMERS ABOUT PARTS & SERVICE AVAILABILITY
Description: Table shows how parts and service availability influences the buying decision of
Hyundai i10.

Influenced 13 26%
Neutral 14 28%
Not influenced 1 2%
Total 50 100%
Source: Survey data
CHART: 8
OPINION OF CUSTOMERS ABOUT PARTS & SERVICE AVAILABILITY
Description: Chart shows how parts and service availability influence the buying decision of
Hyundai i10.
Interpretation:
The above chart shows that 32% customers were highly influenced and 26% are
influenced by parts and service availability. 28% remains neutral. 12% were less influenced and
balance 2% was not influenced by the parts and service availability of Hyundai i10.

TABLE: 9
CUSTOMERS OPINION ABOUT BRAND IMAGE OF HYUNDAI
Description: Table shows the opinion of customers regarding the brand image of Hyundai.
RESPONSE NO OF RESPONDENTS PERCENTAGE
Yes 31 62%
No 19 38%
Total 50 100%
Source: Survey data
CHART: 9
CUSTOMERS OPINION ABOUT BRAND IMAGE OF HYUNDAI
Description: Chart shows the opinion of customers regarding the brand image of Hyundai.
Interpretation:
The chart above shows that 62% of customers were influenced by the brand image
Hyundai while making their buying decision of Hyundai i10. 38% respondents were not influenced
by the brand image of Hyundai.

TABLE 10
CUSTOMERS OPINION ON CELEBRITY ADVERTISEMENTS
Description: The table shows the opinion of customers on celebrity advertisements and its
influence on buying decision of Hyundai i10.

Somewhat influenced 15 30%
Neutral 21 42%
TOTAL 50 100%
Source: Survey data
CHART 10
CUSTOMERS OPINION ON CELEBRITY ADVERTISEMENTS
Description: The chart shows the opinion of customers about celebrity advertisements and its
influence on buying decision of Hyundai i10
Interpretation:
The chart above shows that 16 % customers were highly influenced and 30% were
somewhat influenced by the celebrity advertisements. 42% customers were neutral towards
celebrity advertisements.

TABLE: 11
PURPOSE OF BUYING
Description: Table shows the customers purpose of the car and its influence on buying
PURPOSE NO OF RESPONDENTS PERCENTAGE
Official 2 4%
Personal 48 96%
Total 50 100%
Source: Survey data
CHART: 11
PURPOSE OF BUYING
Description: Chart shows the customers purpose of buying the car and its influence on
buying decision of Hyundai i10.
Interpretation:
The chart shows that 96% customers using their car for personal purposes. The
remaining 4% were using it for official purposes.

TABLE 12
INFLUENCE OF REFERENCE GROUP ON BUYING DECISION
Description: Table shows how the customers being influenced by family, friends, colleagues
and others.
SOURCES NO.OF RESPONDENTS PERCENTAGE

Family 24 48%
Friends & relatives 18 36%
Colleagues 7 14%
Others 1 2%
Total 50 100%
Source: survey data
CHART 12
INFLUENCE OF REFERENCE GROUP ON BUYING DECISION
Description: Table shows how the customers being influenced by family, friends, colleagues
and others.
Interpretation:
The chart above shows that 48% of the customers were influenced by family. 36%
were influenced by friends, 14% were influenced by colleagues and the remaining 2% were
influenced by other factors.

TABLE 13
PERSONAL INFLUENCE ON BUYING DECISION
Description: The table shows personal influence on the decision regarding the purchase of
Hyundai i10.
ATTRIBUTE NO. OF RESPONDENTS PERCENTAGE

Self 19 38%
Spouse 3 6%
Children 3 6%
Collectively 25 50%
TOTAL 50 100%
Source: Survey Data
CHART 13
PERSONAL INFLUENCE ON BUYING DECISION
Description: The chart shows personal influence on the decision regarding the purchase of
Hyundai i10.
Interpretation:
The above table shows that most of the customers purchasing car through a
collective decision i.e., 50%.another 35 % take their own decisions

TABLE 14
CUSTOMERS CHOICE OF DEALERS
Description: The table shows customers opinion about their respective dealers.
DEALERS NO. OF RESPONDENTS PERCENTAGE

KTC 23 46%
APCO 27 54%
TOTAL 50 100%
Source: Survey Data
CHART 14
CUSTOMERS CHOICE OF DEALERS
Description: The chart shows customers choice of different dealers.
Interpretation:
The above charts shows that 54% of the customers are APCO customers and 46% are
KTC customers.

TABLE 15
OPINION OF CUSTOMERS REGARDING CHOICE OF DEALERS
Description: The table shows the customers rating of service quality, accessibility, brand
loyalty and customer relationship of dealers
FACTORS NO. OF RESPONDENTS PERCENTAGE

Service quality 21 42%
Accessibility 7 14%
Brand Loyalty 14 28%
Customer Relationship 8 16%
TOTAL 50 100%
Source: Survey data
CHART 15
OPINION OF CUSTOMERS REGARDING CHOICE OF DEALERS
Description: The table shows the customers rating of service quality, accessibility, brand
loyalty and customer relationship of dealers
Interpretation:
The chart above shows that 42% people were influenced by service quality of
dealers. 28% were given their importance to brand loyalty.16% were influenced by the customer
relationship of dealers and the rest 14% were influenced by acce

TABLE 16
CUSTOMERS OPINION ABOUT RECOMENDATIONS
Description: The table shows customers preference for recommendations of i10.
COMMENT NO. OF RESPONDENTS PERCENTAGE
Yes 42 84%
No 8 16%
Total 50 100%
Source: Survey data
CHART 16
CUSTOMERS OPINION ABOUT RECOMENDATIONS
Description: The table shows customers preference for recommendations of i10
Interpretation:
The chart above shows that 84% customers prefer to recommend i10 to others. Remaining
16% were not interested in recommendations.

TABLE 17
OVERALL SATISFACTION LEVEL OF CUSTOMERS
Description: The table shows the overall satisfaction of customers regarding Hyundai i10
NO OF
LEVEL OF SATISFACTION RESPONDENTS PERCENTAGE
Highly satisfied 32 64%
Somewhat satisfied 11 22%
Neither satisfied nor dissatisfied 6 12%
Somewhat dissatisfied 1 2%
Dissatisfied 0 0%
TOTAL 50 100%
Source: Sample Data
CHART17
OVERALL SATISFACTION LEVEL OF CUSTOMERS
Description: The chart shows overall satisfaction level of customers of Hyundai i10.
Interpretation:
The chart above shows that 64% of the customers were highly satisfied with the
performance of the car.22% was somewhat satisfied with the performance of i10. 12 % was neither
satisfied nor dissatisfied with the performance of i10.

5.3 CONCLUSION
The collected data has been analyzed and interpreted here. Tables and charts
have been used to make the data more clear. Charts like pie charts and bar diagrams have been
used. Further, inferences have been made from the collected data.

Chapter 6
Conclusion

6.1 SUMMARY TO THE CONCLUSION
The study has been designed to know the BUYING MOTIVE OF Hyundai i10 car with
special reference to KTC Hyundai, Calicut. The study reveals that majority of the customers
attracted to the comfort and mileage of i10. .
The study contains the following chapters:

 Chapter 1 contains:
 Introduction to the study, which says about the project topic, objective of the study, the
research design used area and population of the study, etc.
 Research problem, i.e., to find the buying motive of Hyundai i10 car with special
reference to KTC Hyundai, Calicut.
 Research Methodology, which gives theoretical description about the research design,
sampling technique, sample size, data collection method and period of study.
 Objectives of the study are all about the primary and secondary objectives.
 Need and scope of the study, and
 Limitations of the study.
 Chapter 2contains theoretical framework about buying motive of Hyundai i10.
 Chapter 3 contains the industry profile, i.e., about the automobile industry.
 Chapter 4 contains the company profile which is about KTC Hyundai, Calicut in which the
study has been conducted.
 Chapter 5 contains analysis and interpretation in which an introduction to the analysis has
been given followed by the diagrammatic representation of the data and the conclusion to
the analysis.

6.2 FINDINGS
The study finds that majority of the customers were highly influenced by the
comfort of the car. In the case sales promotion activities, it is finds that T.V. Advertisement is
having high influence on customers compared to other factors. It is important to note that
experienced customers are one of the important influencing factors behind a number of purchases.
Following are the other important findings of the study,
 Age:
Majority of the customers falling under the age group of 30-40
 Occupation:
Majority of the users are professionals such as doctors, engineers etc..
 Duration of usage:
Most of the customers made their purchase between last six months. There is a fast
movement in the sale of i10 cars within the last 6 months i.e., public opinion about the car
is increasing and it‘s in turn act as a buying motive.
 Buying preference:
Majority of the customers prefer comfort as an important factor while making the purchase
decision of a car.
 Style:
Most of the customers (64%) were influenced by the style of the car.
 Comfort:
Most of the customers were influenced by the comfort of the car.
 Mileage:
Majority of the customers prefer mileage as an important influencing factor.
 Price:
Most of the customers were influenced by the price of the car.
 Product features:
Most of the customers were influenced by the product features of Hyundai i10.
 Technology:
66% customers were influence by the technology of i10.
 Safety:
60% of the customers were influenced by the safety of i10.

 Parts and service availability:

Most of the customers (58%) were influenced by the parts and service availability of
Hyundai i10.
 Brand perception of customers:
Most of the customers (62%) were influenced by the brand image of Hyundai.
 Purpose of Buying:
Majority of the customers (98%) were purchased their car for personal purposes
 Purchase Decision:
Majority of the customers made their decision collectively i.e., it has got that much family
acceptance.
 Advertisement:
Majority of the customers were influenced by the TV advertisements.
 Experienced Users:
It is very important note that experienced customers become an important influencing
factor behind a number of purchases.
 Factors influencing Choice of dealers:
Customers have high preference on service quality of dealers and it also act as an important
influencing factor while they make their purchase decision.
 Customer satisfaction:
Majority of the customers (92%) were highly satisfied about the performance of the car.
 Recommendations
Majority of customers like to recommend i10 to others. It indirectly reflected that they are
all satisfied with the performance of Hyundai i10.

6.3 SUGGESTIONS
 The company can try to improve the service quality of Hyundai i10 because most of the
customers have the opinion that service quality of KTC regarding i10 is low as compared
to other Hyundai brands. It will adversely affect the public opinion regarding KTC.
 The company can also to improve the morality of existing customers because existing
customers are one of the important influencing factors.
 Company can give Offers & Schemes to attract customers.
 The company can arrange more product demos in crowded places.

6.4 CONCLUSION
The project entitled ―the study on buying motive of Hyundai i10 car with special
reference to KTC Hyundai‖ undertaken by the researcher on behalf of the KTC Hyundai
Automobiles, Calicut would help the dealer to know about the various drives of customers that
motivate them to purchase Hyundai i10. The company can design proper marketing strategies
from these findings.

Appendix

BIBLIOGRAPHY
Books
 Marketing management – Philip Kotler, Tenth Edition, Prentice Hall India

 Methodology of research in social sciences – Dr. O.R. Krishnaswami & Dr. M.
Ranganatham, First Edition, Himalaya Publishing House.
 Consumer Behavior- Leon G. Schiffman and Leslie Lazar Kanuk, Ninth Edition, Pearson
Education.
 Consumer Behavior- Hawkins, Best and Coney, Eighth Edition, Tata McGraw-Hill.
Websites
www.google.com
www.hyundai.co.in
www.automobileindia.co.in
www.ktchyundai.com

QUESTIONNAIRE
Subject: A study on buying motives of Hyundai i10 cars with special reference
to KTC Hyundai
This study is conducted as part of requirements of MBA Degree under University of

Calicut. The information provided by you will be kept confidential and used purely for academic
purposes.
Name : --------------------------------------
Location : --------------------------------------
Age : --------------------------------------
Sex : -------------------------------------
Occupation : ---------------------------------------
1. How long you have been using this car?
Below 3 months 3 – 6 months

6 – 9 months 9 months & above
2. Have you been using any cars of Hyundai before?
Yes No
If yes, specify ----------------------
3. Which one of the following provided you with most significant information for
making your purchase decision?
TV advertisements Newspapers & magazines advertisements

Online Sources Product Demos
Sales representatives experienced users
4. Rank in the order of your preference to buy a car (in the order 1-5)
Style Comfort Mileage Price Colour

5. Rate the factors that influence your decisions to buy the i10 car
Highly influenced Influenced Not influenced

Style
Comfort
Mileage
Price
Colour
Product features
Technology
Safety
6. How far the availability of service and spare parts influenced your choice?
Highly influenced Influenced Neutral
Less influenced Not influenced

7. Does the Brand image of Hyundai have any influence on your buying decision of i10?
Yes No
8. How far celebrity advertisements influence your buying decision?
Highly influenced Somewhat Influenced Neutral
Less influenced Not influenced
9. For which purpose you use this car?
Official Personal
10. Who influenced you to buy i10?
Family Friends & relatives Colleagues Others (specify)
11. Who make the decision to buy i10?
Self Spouse Children Collectively

12. From which dealer you bought i10?

-----------------------------------------------------
13. What factor makes you to purchase it from the above dealer?
Loyalty Service Quality Accessibility Brand image
14. Would you recommend i10 to others?
Yes No
If yes specify the details--------------------------------------------------------------

-------------------------------------------------------------------------------------------
15. What is the overall satisfaction level of i10?
Very satisfied Somewhat satisfied Neutral
Somewhat dissatisfied Very dissatisfied
Suggestions, if any----------------------------------------------------------------------
--------------------------------------------------------------------------------------------
THANK YOU FOR YOUR CO-OPERATION

Project On Buying Motives of Hyundai I10 Car

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Buying Motives of Hyundai i10 car

Bineshkumar C S 1 Master Of Business Administration, 2008

1.1 INTRODUCTION TO THE STUDY

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1.2 RESEARCH PROBLEM

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1.3 SIGNIFICANCE OF THE STUDY

1. It is helpful in understanding the buying motives and preferences of different customers.

This enables the marketer to design appropriate marketing strategies.

Bineshkumar C S 4 Master Of Business Administration, 2008

1.4 OBJECTIVES OF THE STUDY

 To find out advertisement effectiveness of Hyundai i10 car.

Bineshkumar C S 5 Master Of Business Administration, 2008

1.5 SCOPE OF THE STUDY

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1.6 RESEARCH METHODOLOGY

The descriptive study is a fact finding investigation with adequate interpretation.

Non probability sampling

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Tool for Data collection

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1.7 LIMITATIONS OF THE STUDY

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The major Car manufacturers are,

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Small Car Market in India

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Kerala Transport Company (KTC)

1. Dealers for Hyundai cars

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Hyundai Motor India Limited (HMIL)

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PRODUCT PROFILE 3.1

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Although undoubtedly inspired by Apple's iPod, Hyundai's new naming strategy is

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Introduction to buying motives

Consumer or buyer is the central figure of all marketing activities. It is the

Motive is a strong feeling, instinct, desire or emotion that makes a person to do

According to D.J.Duncan, ―buying motives are those influences or considerations which

Buying motive can also be calculated as follows

1. Product or patronage motives

Product and patronage motives

i. Primary product motives: These motives induce a consumer to purchase general

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Emotional or Rational motives

Inherent and Learned motives

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5.1 INTRODUCTION TO THE ANALYSIS AND

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5.2 ANALYSIS AND INTERPRETATION

INFLUENCE OF AGE ON BUYING DECISION

AGE GROUP NO.OF RESPONDENTS PERCENTAGE

INFLUENCE OF AGE ON BUYING BEHAVIOR

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INFLUENCE OF OCCUPATION ON BUYING DECISION

TYPES OF JOB NO.OF RESPONDENTS PERCENTAGE

Government employees 6 12%