CHAPTER - 1

INTRODUCTION
TO
TOPIC

Page | 1
 EXECUTIVE SUMMARY

COMPANY NAME: “ASHOK HYUNDAI”

PROJECT TITLE: “CUSTOMER SATISFACTION ON HYUNDAI CARS.”

 The main purpose behind making this project is to make a through investing of how much the customers
are satisfied with the services and product of Ashok Hyundai.

 Hyundai is one of the largest car selling company in India. It has direct competition with the Maruti
Udyog, Telco, Hindustan Motors, Honda Seil, Daewoo Motors.

 The standard of living of the Indian people has increased drastically in the recent past, so it is very
important to satisfy their needs more effectively and efficiently than the competitors’. And Hyundai is
doing this by providing cars like grand I10, Xing, Xcent, EON at a very affordable price.

 Ashok Hyundai is now setting up various customer satisfactions in the minds of the customers.

Page | 2
 INTRODUCTION

MARKET

The term market has been derived from the term “Markatus” which means trade, merchandise or plans
of business. It means interaction of the buyers and sellers in the person or through telephone, telegraph,
mails, etc.

MARKETING

Marketing is a comprehensive term. It is not a mere exchange of goods and services. It includes all
those activities connected with the process of identifying the needs of the customer and then organizing
the business accordingly to meet the needs of the customer.

“Marketing is a social and managerial process by which individuals and groups obtain what they need
and want through creating, offering and exchanging products of value with others”.

PHILIP KOTLER

“Marketing is the total system of interacting business activities designed to plan, price, promote and
distribute wants satisfying products and service, to present and potential customers”.

CONSUMER BEHAVIOUR
One official definition of consumer behavior is “The study of individual groups or organizations and the
processes they use to select, use, dispose of products, services experiences or idea to satisfy needs and the
impacts that these processes have on the consumer and society”. This definition brings up some useful
points:

1. Behavior occurs either for the individual, or in the context of a groups or organizations.
2. Consumer Behavior involves the use and disposal of products as well as the study of how they are
purchased. Product use is often of great interest to the marketer, because this may influence how a
product is best positioned or how we can encourage increased consumption.

Page | 3
3. Customer Behavior involves services and ideas as well as tangible products.
4. The impact of consumer behavior on society is also of relevance. For eg. Aggressive marketing of high
fat foods or aggressive marketing of easy credit may be serious repercussions for the national health and
economy.

There are several units in the market that can be analyzed. The main trust in this course is the customer.
However, we will also need to analyze our own firm’s strengths and weaknesses and those of competing
firms. Finally, we need to assess the marketing environment although we may have developed a product that
offers appeal for consumers a recession may cut demand dramatically.

FACTORS WHICH INFLUENCE CONSUMER BEHAVIOUR

1. CULTURE

Culture is a part of the external influence that impacts the consumer. That is a culture represents
influence that are imposed by the other individual.

Culture refers to “that complex whole which includes knowledge, belief, art, morals, customs and any
other capabilities and habits acquired by man person as a member or society”.

2. DEMOGRAPHICS

Demographics are clearly tied to the sub-culture and segmentation. Here, however we shift our focus
from analyzing specific sub- culture to typing to understand the implication forum entire populations
of its make up several issues are useful in the structure of the population.

3. SOCIAL STRATIFICATION

Social class is somewhat a nebulous subject that involved stratifying people into groups with various
amounts of prestige, power, and privileged. In certain other cultures, however satisfaction is more
clear-cut. Although the cast system in India is now illegal, it still maintains a tremendous influence on
that society.

4. FAMILY LIFE CYCLE

Individuals and families tend to go through a life cycle. As a person gets older, he or she tends to
advance in his or her career and tends to get greater income.

Page | 4
5. FAMILY DECISION MAKING

Individual members of families often serve different roles in decision making that ultimately draw on
share family resources. The decision makers have the power to determine issues such as:

 Whether to buy
 Which product to buy
 Which brand to buy
 Where to buy it, and
 When to buy it

6. GROUP INFLUENCES

A useful framework of analysis of group influence on the individual is the so called reference group.
The term comes about because an individual uses a relevant group as a standard of reference against
which one self is compare. Reference group comes in several different forms.

7. DIFFUSSION OF INNOVATION

The diffusion of innovation refers to the tendency of new products, practices or ideas to spread
among people. Cumulative adoptions are reflected by S-shaped curve. The saturation point is to the
proportion of consumer likely to adopt a product. Lower priced products often spread more quickly
and the extent to which the product is trial able influence the speed of diffusion.

8. SELF CONCEPT

The consumer faces several possible slaves. The actual self reflects how the individual actually is,
although the consumer may be aware of that reality. In contrast ideal- self reflects a self that a person
would like to have does but does not infect have. Individuals will often seek to augment and enhance
their self-concepts and it may be possible to market products that help them in the achievement of
their goals.

Page | 5
9. SITUATIONAL INFLUENCE

Specific circumstances often influence consumer behavior, consumer whose attention is demanded
elsewhere are likely to disregard commercial messages.

10. CONSUMER DECISION MAKING

Consumer decision making comes about as an attempt to solve consumer problems. A problem refers
to “a discrepancy between a desired state and ideal state which is sufficient to arouse and activate a
decision process.”

11. LIFESTYLE

Self-concept often translate into a person’s lifestyle, on the way that he/she lives his/ her life.
Attempts have been made to classify consumer into various segments based on their lifestyle.

12. CONSUMER PROBLEMS RECOGNITION

Consumer often note problems by comparing their current or actual situation explicitly, or implicitly,
to some desired situation creating problems for consumer is a way to increase sales.

Page | 6
CUSTOMER SATISFACTION
Winning customer hearts and minds is increasingly important to customer acquisition and customer
retention. It is no coincidence that customer satisfaction reaches amounts for much of market research
activities.As competitive advantage and differentiation is achieved through product innovation and
service performance, it is vital to monitor and manage customer satisfaction levels.

Customer satisfaction is not just about service levels or product attributes. It can be seen as a function
of two main components:

 Perceptions of product and service levels received.

 Expectations of product and service levels.

Customer satisfaction is therefore concerned with service delivery/ product performance and
expectation management.

CUSTOMER SATISFACTION RESEARCH DELIVERS KEY BENEFITS?

 Understanding the underlying drivers of satisfaction.

 Identification of trigger points where satisfaction management is most needed.
 Prioritization of action areas.
 Identification of customer- supplier interactions, internal processes and departments most likely to
cause satisfaction/ dissatisfaction.

Page | 7
OBJECTIVE OF THE STUDY
The following are the objective of the study: -

 To study the consumer’s attitude towards various services of HYUNDAI.

 To understand the nature and extent of competition that is existing in today’s automobile industry.

 To determine the market potential for HYUNDAI cars.

 To understand the levels of customer satisfaction about the HYUNDAI cars.

 To suggest the suitable recommendations for improving the level of customer satisfaction.

SCOPE OF THE STUDY

 The present study intends to provide an integrated picture of the level of customer satisfaction
towards HYUNDAI, in Indian market.
 The study was conducted in the city of Bangalore. Customers of HYUNDAI have been chosen
for the study. Availability and accessibility are twin factors of the study held in Bangalore city.
 The study is also intended to know the level of customer satisfaction towards HYUNDAI cars
when compared to other brands, as the automobile industry is facing a stiff competition due to
globalization.
 The study applied to businessman, employed, engineers, doctors, housewife, students and
people belonging to other profession.

Page | 8
Chapter – 2
COMPANY
PROFILE

Page | 9
INTRODUCTION

Hyundai Motor India Limited is currently the second largest auto exporter from India. It is making India the
global manufacturing base for small cars.

Hyundai sells several models in India, the most popular being the I10, Hyundai EON and the i20. On 3
September 2013, Hyundai launched its much-awaited car, Grand i10 in petrol and diesel variants. Other
models include the Xcent, Elantra, Verna, Creta, Santa Fe and the Sonata Transform. Hyundai has two
manufacturing plants in India located at Sriperumbudur in the Indian state of Tamil Nadu. Both plants have a
combined annual capacity of 600,000 units. In the year 2007, Hyundai opened its R&D facility
in Hyderabad, employing now nearly 450 engineers from different parts of the country. Hyundai Motor India
Engineering (HMIE) gives technical & engineering support in vehicle development and CAD & CAE
support to Hyundai's main R&D centre in Namyang, Korea. In mid 2014, Hyundai launched Xcent, a sedan
based on successful Grand i10.On 11 August 2014, Hyundai India Motor Limited launched the Elite i20 in
petrol and diesel variants, Recently in 2016 Hyundai has launced the Creta.

In 2007, Hyundai started its support engineering centre with CAD/CAE teams in Hyderabad, India. Hyundai
expanded its engineering activities in India with Vehicle Engineering team in 2010. In 2011, Hyundai started
its design activities at Hyderabad R&D Centre with Styling, Digital Design & Skin CAD Teams and
Packaging team. Indian engineers are heavily involved in making of Indian vehicles like Grand i10, Elite i20
along with other Global cars

ORIGIN OF THE COMPANY

The HYUNDAI MOTORS COMPANY Pvt. Ltd. was founded in 1947 as HYUNDAI ENGINEERING
AND CONSTRUCTION CO. by the Late JU- YUNG CHUNG. HYUNDAI motor company established in
1967, is the auto sales leader in the Korean domestic market and exports vehicles to 190 countries.

HYUNDAI motor company operates the world’s largest integrated automobile manufacturing facility in
Ulsan, on Korea’s southeast coast. In 1996, HYUNDAI opened the Namyang Technology Research Centre,
which includes a complete testing facility with a 2.8-mile oval test track and a new $40 million aero acoustic
wind tunnel. That same year, 1996, HMC began production at its state of the art Asian Plant, located
southeast of Seoul.

Page | 10
HYUNDAI now operates 8 research centers in Korea along with 4 international centers. HYUNDAI’S
automotive technology centers employ approximately 4,100 researchers with an annual budget of 5% of
current revenues. Current research projects include: electric-powered vehicles, hydrogen- powered fuel cell
vehicles and other alternative fuel vehicles.

HYUNDAI MOTOR INDIA LIMITED (HMIL)

HYUNDAI MOTOR INDIA LIMITED (HMIL) is a wholly owned subsidiary of HYUNDAI MOTOR
COMPANY, S. KOREA and is the second largest growing car manufacture in INDIA. HMIL presently
markets over 18 variants of passenger cars across four models, the I10 in the B segment, the XCENT in the C
segment, the SONATA in the E segment and the CRETA and TUCSON in the SUV segment.

MARKET SHARE
When HYUNDAI MOTOR INDIA Ltd. (HMIL) started producing cars at a place called
IRRUNGATTUKOTTAI near the south Indian city of Chennai in September 1998 cut to 2004. The
integrated manufacturing plant set up at initial investment of US$ 614 Million is now the largest
manufacturing facility of HYUNDAI outside KOREA. HYUNDAI INDIA has a market share of about 20%
and its plant rolls about 600- 700 cars per day in two shifts. Hyundai INDIA today sells not two but five
brands- I10, XCENT, SONATA, ELANTRA, CRETA and TUCSON. These cars are sold and serviced by a
national network of 30 sales and service outlets. HMI’S I10 and Xcent are INDIA’S largest selling brands in
the B and C segments. The I10 was rated the “BEST SMALL CAR” in the JD Power Asia Pacific Quality
and APEAL studies for three years in a row, and continues to be one of the INDIA’S three most preferred
compact cars. The same is now making important inroads in EUROPE.

HYUNDAI INDIA sold 42,113 cars in 2012-13, and this year they are planning to target the largest and most
competitive market of them all now, with localization levels of over 90% and the capacity to produce world
class automobiles, HYUNDAI has made INDIA its small car hub. Business world magazine reported in
January this year that HYUNDAI is upping its annual export capacity so that by 2015 it can export 5,00,000
small cars like the I10 and the Eon from its production base in Chennai.

Page | 11
The market shares of leading players for the year 2016-2017 is as
given below: -

Page | 12
CAR SERVICING PROCEDURE AT ASHOK HYUNDAI

 At all our customer care centers trained service advisors attend to the service requirements of our
customers.
 The service advisor after the trial of the car and in conjugation with the customer understands the
specific requirements that need to be attended to.
 The service advisor makes appropriate recommendations for repair that are recorded on the repair order
form and acknowledged by the customer. The delivery date, time and appropriate charges are also
recorded.
 On completion of all the work as recorded in the repair order form and carrying out any additional tasks
that may have required attention the vehicle is put through a final inspection and handed back to the
concerned service advisor for checking and endorsing the nature of work done.
 The repair order is billed and gate pass for delivery is generated.
 The customer is informed about the readiness of the vehicle and the billing amount. On arrival the
service advisor explains the repairs carried out hands over the vehicle.
 In case a home pick up service or a loan car is required customers are requested to book the same at
least a week in advance. Home pick up cars are collected by drivers of the company.
 The drivers prepare the vehicle acceptance form that is handed over to the service advisors at the
Customer Care Center. After a road test the service advisor telephonically contacts the customer to
inform him of his observations and note any specific customer complaints.

Upon completing of all tasks the car is delivered back to the specified address by the driver along with a copy of
the job card and repair bill.

Page | 13
 Chapter – 3
RESEARCH
METHODOLOGY

Page | 14
INTRODUCTION
Research methodology is a way to systematically solve the research problem. The research
methodology included various methods and techniques for conducting a research- Marketing research
is a systematic design, collection, analysis and reporting of data and finding relevant solution to a
specific marketing situation or problem. Sciences define research as – the manipulation of things,
concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether the
knowledge aids in construction of theory or in practice of an art. Research is thus, an original
contribution to the existing stock of knowledge marketing for its advancement, the purpose of research
is to discover answers to the questions through the application of scientific procedure. My research
project has specified framework for collecting the data in an efficient manner. Such framework is called
Research design. The present Indian economy is characterized by increasing in the consumption rate.
Today Indian Market is exposed to a lot of competitions not only from the domestic players but also
from the global players. The competition in the market is driving every manufacturer to cut costs and
focus on satisfying the costumer which will surely help him to retain his market share and also to
enhance it. The customer delight in the business world of marketing today. All the marketers are
oriented themselves towards it.

SOURCES OF DATA
1. PRIMARY DATA

Primary data is collected through questionnaire and administered to the consumers.

2. SECONDARY DATA

Secondary data includes both internal and external data. Internal data were company manuals,
annual reports, brochures, etc. external data are current information regarding the company subject
is obtained from online sources, magazines, etc.

Page | 15
SAMPLING DECISIONS
1. SAMPLING TECHNIQUE

Non-probability sampling was the only sampling technique available for the present study. Which
produce an objective measure of the reliability of sample estimate? Here simplest non-probability
sampling technique ‘convenience sampling’ was applied. Respondents were approached must all the
places e.g. on the road, colleges, markets, houses, offices, etc., by the way of questionnaires.

2. SAMPLE SIZE

In this study, sample size of 100 respondents is chosen who are using the Hyundai car.

3. FIELD WORK

For the collection of the data a structured questionnaire has been used. The questionnaire was
prepared in such a way so as to gain insights for the respondents.

4. PLAN OF ANALYSIS

The data collected from the questionnaires were processed, tabulated and analyzed. To avoid wrong
inference certain factors like incomplete and dishonest answers were eliminated.

5. TOOLS FOR ANALYSIS

For the purpose of knowing the levels for customer satisfaction the data collected is analyzed using
various statistical tools like: the survey is classified application which is a device summarizing data and
presenting them in tables. These is used for showing relevant sectoral at classification.

Page | 16
 Chapter – 4
DATA ANALYSIS
AND
INTERPRETATION

Page | 17
DATA ANALYSIS AND INTERPRETATION

TABLE NO.1- Showing no. of respondents according to their age group..

Age No. of Respondents Percentage

18-25 5 5

25-30 9 9

30-35 22 22

35-40 27 27

40 & above 37 37

TOTAL 100 100

ANALYSIS- The above table shows that 37% of the total respondents approached are between the age group
of 40 and above 27% of the respondents are between the age group of 35-40. 22% of the respondents are
between the age group of 30-35. 9% of the respondents are in the age group of 25-30. 5%of the respondents are
in the age group of 18-25.

INFERENCE- Majority of the respondents fall between the age group of 40 and above.

Page | 18
GRAPH 1- Showing number of respondents according to their age group..

No. of respondents

5% 9%
37%
22% 18-25
25-30
27%
30-35
35-40
40 & above

Page | 19
TABLE NO.2- Showing no. of respondents according to gender..

Gender No. of respondents Percentage

Male 67 67

Female 33 33

TOTAL 100 100

ANALYSIS- The above table shows that 67% of the respondents are males and 33% of the respondents are
females.

INFERENCE- Most of the respondents approached were males.

Page | 20
GRAPH 2- Showing no. of respondents according to gender..

Male

33%

67%
Male
Female

Page | 21
TABLE NO.3- Showing no. of respondents according to occupation..

Occupation No. of Respondents Percentage

Businessman 45 45

Employed 5 5

Engineer 10 10

Doctor 23 23

Housewife 5 5

Student 5 5

Others 7 7

TOTAL 100 100

ANALYSIS- The above table shows that 45% of the respondents are businessman, 23% of the respondents are
doctors, 10% of the respondents are engineer, 7% of the respondents belong to the other class whereas 5% of
the respondents are employed, housewife and student respectively.

INFERENCE- Most of the respondents approached are Businessman.

Page | 22
GRAPH 3- Showing no. of respondents according to occupation..

No. of Respondents

5%
5%
7% Businessman
45%
Employed
23%
Engineer
10% 5%
Doctor
Housewife
Student
Others

Page | 23
TABLE NO.4- Showing whether the respondents have seen the advertisement of Hyundai.

Category No. of Respondents Percentage

Yes 100 100

No 0 0

TOTAL 100 100

ANALYSIS- The above table shows that 100% of the respondents have seen the advertisement of Hyundai.

INFERENCE- All the respondents have seen the advertisement of Hyundai cars.

Page | 24
GRAPH 4- Showing whether the respondents have seen the advertisement of Hyundai cars..

0%

100% Yes
No

Page | 25
TABLE NO.5- Showing no. of respondents according to the vehicle they own.

Vehicle No. of Respondents Percentage

I10 42 42

Xcent 22 22

Elantra 17 17

Sonata 13 13

Creta 6 6

TOTAL 100 100

ANALYSIS- The above table shows that 42% of the respondents own a I10, 22% of the respondents own
Xcent, 17% of the respondents own Elantra, 13% of the respondents own Sonata, and 6% own Creta.

INFERENCE- Most of the respondents own I10.

Page | 26
GRAPH NO.6- Showing no. of respondents according to the vehicle they own.

No. of Respondents

6%
13%

42%
i10
17% Xcent
Elantra
Sonata
Creta
22%

Page | 27
TABLE NO.6 - Showing no. of respondents according to the duration of ownership.

Year No. of Respondents Percentage

Less than one year 14 14

More than 1 year - Less 14 14

than 2 year
More than 2 year - Less 17 17
than 3 year
More than 3 year - Less 25 25
than 4 year
More than 4 year - Less 30 30
than 5 year
TOTAL 100 100

ANALYSIS- The above table shows that 30% of the respondents fall in the group of 4-5 yrs. 25% of the
respondents fall in 3-4 yrs. 17% of the respondents fall in 2-3 yrs. Whereas 14% of the respondents fall in the
group of 0- & 1-2 yrs respectively.

INFERENCE- Most of the respondents fall in the group of 4-5 and 3-4 yrs. respectively.

Page | 28
GRAPH NO.6- Showing no. of respondents according to the duration of ownership.

No. of Respondents

14%

30%

14%
0- .99
1- 1.99
2- 2.99
3- 3.99
4- 4.99

17%

25%

Page | 29
TABLE NO.7- Showing no. of respondents according to the factor they consider the most in choosing the
Hyundai cars.

Factors No. of Respondents Percentage

Need 30 30

Brand Name 20 20

Safety 20 20

Self- Esteem 10 10

Availability 0 0

Style 15 15

Other Specify 5 5

TOTAL 100 100

ANALYSIS- The above table shows that 30% of the respondents fall under need factor. 20% of under brand
name and safety. 10% of the respondents fall under self- esteem. 15% of the respondents under style factor and
5% of the respondents under other category.

INFERENCE- Most of the respondents consider need as the major factor in choosing a Hyundai car.

Page | 30
GRAPH NO.7- Showing no. of respondents according to the factor they consider the most in choosing Hyundai
cars.

No. of Respondents

5%
15%
0% 30%
Need

10% Brand Name

Safety
Self- esteem
Availability
20% 20%
Style
Other specify

Page | 31
TABLE NO.8- Showing no. of respondents owing the cars.

Cars No. of Respondents Percentage

Maruti 20 20

Ford 3 3

Only Hyundai 65 65

Tata 10 10

Others 2 2

TOTAL 100 100

ANALYSIS- The above table shows that 65% of the respondents own only Hyundai cars. 20% of the
respondents own Maruti. 10% of the respondents own Tata. 3% of own Ford and 2% of the respondents own
other cars.

INFERENCE- Most of the respondents own only Hyundai cars.

Page | 32
GRAPH NO.8- Showing no. of respondents owing the cars.

No. of Respondents

2%
10%
20%

Maruti
3%
Ford
Only Hyundai
Tata
Others

65%

Page | 33
TABLE NO.9 Showing no. of respondents according to their likings about Hyundai cars.

Options No. of Respondents Percentage

Power 11 11

Performance 15 15

Interiors 8 8

Fuel Economy 18 18

Low Maintenance 11 11

All the Above 37 37

TOTAL 100 100

ANALYSIS- The above table shows that 37% of the respondents like all the options. 18% of the respondents
like fuel economy, 15% like performance, 11% like power & low maintenance and 8% of the respondents like
the interiors.

INFERENCE- Most of the respondents like all the options of Hyundai cars.

Page | 34
GRAPH NO.9- Showing the no. of respondents according to their likes about Hyundai cars.

No. of Respondents

11%
37% 15% Power
8% Performance

11% 18% Interiors

Fuel Economy
Low Maintenance
All the above

Page | 35
TABLE NO.10- Showing no. of respondents according to their satisfaction level.

Options No. of Respondents Percentage

Highly Satisfied 14 14

Satisfied 86 86

Highly Unsatisfied 0 0

Unsatisfied 0 0

TOTAL 100 100

ANALYSIS- The above table shows 86% of the respondents say that they are satisfied with Hyundai cars. 14%
of the respondents say that they are highly satisfied.

INFERENCE- All the respondents are satisfied with Hyundai.

Page | 36
GRAPH NO. 10- Showing no. of respondents according to their satisfaction level.

No. of Respondents

0%

0%
14%

Highly Satisfied

86% Satisfied
Highly Unsatisfied
Unsatisfied

Page | 37
TABLE NO.11- Showing no. of respondents according to their about after sale service.

Options No. of Respondents Percentage

Excellent 10 10

Good 86 86

Satisfactory 4 4

Not Satisfactory 0 0

TOTAL 100 100

ANALYSIS- The above table shows that 86% of the respondents say that the after sale service is good. 10% of
the respondents regard as excellent and 4% say it is satisfactory.

INFERENCE- Most of the respondents have a good opinion about after sale service provided by
HimgiriHyundai.

Page | 38
GRAPH NO.11- Showing no. of respondents according to their opinion about after sale service.

No. of Respondents

0%

4% 10%

Excellent
Good
Satisfactory
Not Satisfactory
86%

Page | 39
TABLE NO.12- Showing whether the respondents will suggest their friends to buy a Hyundai car.

Response No. of Respondents Percentage

Yes 100 100

No 0 0

TOTAL 100 100

ANALYSIS- The above table shows that 100% of the respondents will suggest their friends to buy a Hyundai
Car.

INFERENCE- 100% of the respondents are satisfied with their Hyundai Car.

Page | 40
GRAPH NO.12- Showing whether the respondents will suggest their friends to buy a Hyundai car.

0%

100% Yes
No

Page | 41
 FINDINGS

The survey and analysis of questionnaire has revealed the following findings and important feedback for

“ASHOK HYUNDAI”.

I. The survey shows that most of the respondents owning a Hyundai car fall in the age group of 40 and
above.
II. It is also observed that most of the respondents are male (67%).
III. The study that most of the respondents owning a Hyundai car are either businessman (45%) or
doctors (23%).
IV. The study reveals that most of the respondents are aware of the Hyundai and all have seen the
advertisement of Hyundai.
V. The study shows that television is the most effective media for advertising as 100% of respondents
came to know about Hyundai.
VI. Majority of the respondents own I10(42%), among Xcent(22%), Elantra(17%), Sonata(13%),
Creta(6%).
VII. Most of the respondents own a Hyundai car from 4-5 yrs.
VIII. Majority of the respondents consider need as the major factor in choosing Hyundai car(30%), Brand
name(20%) are also considered equally style and self- esteem also play an important role in choosing
Hyundai cars.
IX. Majority of the respondents(80%) have a good opinion about Hyundai cars when ask to compare with
other cars. 20% of them say Hyundai is excellent compared to other brands.
X. The study reveals the most of the respondents prefer black colour for their cars, it may be because of
the fashion or the royal look.
XI. Most of the respondents (37%) say that they like everything about their cars like power, performance,
interiors, fuel economy and low maintenance.
XII. The survey shows that all the respondents (100%) are satisfied with Hyundai cars and they will
suggest their friends to buy a Hyundai car.

Page | 42
 Chapter – 5
CONCLUSION

Page | 43
 CONCLUSION

Today in the customer driven economy, all firms are engaged in a rat race to attract customers and build
a long term relationship with their loyal customers. The key to customer loyalty is through customer
satisfaction. A satisfied customer will act as a spokesperson of the company’s product and bring in more
customers. So marketers have to ensure customer value satisfaction. For this they have to ensure: -

 Products are developed to meet customer requirements.

 Brands are positioned so as to convey “distinctiveness”.
 Delivery to reinforce the promptness in making available to the customers “a value added” product.
 Relationships are built to offer lifetime customer value to enable the customer to experience “value
satisfaction”.

All the efforts of the marketers at trying to understand buying motives, organizing buying behavior and
working out suitable promotional strategy to suit the customer behavior is to ensure Customer
Satisfaction. In today’s competitive environment, where companies are adopting various methods to the
prospective customers, marketers have to make all the efforts to understand all the complexities which
go into the buying behavior.

Page | 44
 RECOMMENDATIONS

The satisfaction levels of all the respondents are high but still I would like to recommend the following:

 There are three key elements that effect the satisfaction level of customer: -
i. Quality of the product
ii. Customer satisfaction oriented service operation.
iii. High quality service.

Explanation: -

i. Hyundai Motor Company should try to improve on the quality of theproduct.

ii. Hyundai Motor Company should concentrate on customer satisfaction oriented after sales
support. It should develop new service program such as service clinic, assistance to set up for
newly initiated markets and service vehicle for customers.
iii. High quality service can be represented by speedy work, reliable servicing and sincere attitude to
the customers. All these can be achieved by:
 Trained service staff working in a well-equipped work shop.
 Training should be provided to the technicians with latest updates.

Page | 45
 Annexure

 QUESTIONAIRE

Page | 46
 QUESTIONNAIRE

NAME:_________________ LOCATION:________________________

1. AGE:

____18-25 ____25-30____30-35____40 & above

2. GENDER:
____Male____Female

3. OCCUPATION:

____Businessman____Employed____Engineer____Doctor

____Housewife ____Student____Others

4. HAVE YOU SEEN THE ADD OF HYUNDAI:

____Yes____No

5. WHICH HYUNDAI CAR YOU OWN:

____I10____Xcent____Elantra____Sonata ____Creta

6. SINCE WHEN YOU ARE USING HYUNDAI CAR:

____0-1 yrs.____1-2 yrs.____2-3 yr ____3-4 yrs.____4-5 yrs.

____5 yrs. & above

Page | 47
 7. WHICH FACTORS DO YOU CONSIDER THE MOST IN CHOOSING HYUNDAI CARS:

____Need____Brand name____Safety____Self-esteem____Availability

____Style ____Others (Specify)

9.WHAT ARE THE OTHER CARS YOU OWN:

____Maruti ____Ford ____Tata ____Others (specify) ____Only Hyundai

10.WHAT DO YOU LIKE ABOUT HYUNDAI CARS:

____Power ____Performance ___Interiors ___Fuel economy

____Low maintenance____All the above

11.ARE YOU SATISFIED WITH HYUNDAI:

____Highly satisfied ____Satisfied ____Highly unsatisfied ____Unsatisfied

12.WHAT IS YOUR OPINION ABOUT THE AFTER SALE SERVICE PROVIDED BY

HIMGIRIMOTORS:

____Excellent ____Good ____Satisfactory ____Not satisfactory

13.Would you suggest your friend to buy a Hyundai car:

____Yes ____No

Date : ____________ Sign :____________

Page | 48
 BIBLIOGRAPHY

BOOKS

 Beri, G.C., (2007), Marketing Research: Research Design, 4th Edition, McGraw Hill
Education.
 Malhotra, Naresh, (2008), Marketing Research, 5th Edition, perarson education.
 Kumar, Ranjit,(2005), Resarch Methodology: A step by step guide for beginners.
Pearson education
 Kotler, Koshi Jha, (2009), Marketing Management, 13 edition, Pearson Education.

WEBSITES

 www.hyundaimotorindia.com
 https://en.wikipedia.org/wiki/Hyundai
 www.automeet.com
 www.vintagecars.com

Page | 49