Project Report

On
STUDY OF CUSTOMER SATISFACTION
AT
MGF HYUNDAI MOTORS LIMITED
Submitte in P!rti!" Fu"#i""ment #or t$e A%!r o# t$e
De&ree o# '!c$e"or o# 'u(ine(( Amini(tr!tion )**+,)*--
Uner t$e Gui!nce o#. Submitte '/.
Rupali Pardasani Puneet Kumar Gupta
Assistant Professor Enrollment No. 1221471708
M!$!r!j! A&r!(en In(titute o# M!n!&ement Stuie(
Affiliated to Guru Gobind Sin! "ndraprast!a #ni$ersit%& 'el!i
PSP Area& Plot No. 1& Se(tor 22& Ro!ini& 'el!i 11008)
STUDENT DECLARATION
*!is is to (ertif% t!at " !a$e (ompleted t!e Pro+e(t titled 0Stu/ o# Cu(tomer
S!ti(#!ction !t MGF HYUNDAI MOTORS LTD12 under t!e uidan(e of Rupali
Pardasani in partial fulfillment of t!e re,uirement for t!e a-ard of 'eree of .a(!elor of
.usiness Administration at /a!ara+a Arasen "nstitute of /anaement Studies& 'el!i.
*!is is an oriinal pie(e of -or0 1 " !a$e not submitted it earlier else-!ere.
D!te. Si&n!ture.
P"!ce.De"$i N!me. Puneet 3um!r Gupt!
Enro""ment No1.-))-45-5*+
CERTIFICATE
*!is is to (ertif% t!at t!e summer pro+e(t titled 0Stu/ o# Cu(tomer S!ti(#!ction !t
MGF HYUNDAI MOTORS LTD12 is an a(ademi( -or0 done b% Puneet Kumar Gupta
submitted in t!e partial fulfillment of t!e re,uirement for t!e a-ard of t!e deree of
.a(!elor of .usiness Administration from /a!ara+a Arasen "nstitute of /anaement
Studies& 'el!i& under m% uidan(e 1 dire(tion.
*o t!e best of m% 0no-lede and belief t!e data 1 information presented b% !im2!er in
t!e pro+e(t !as not been submitted earlier.
Si&n!ture .
N!me o# t$e F!cu"t/ . Rup!"i P!r!(!ni
De(i&n!tion . A((i(t!nt Pro#e((or
E6ECUTI7E SUMMARY
Automobiles !a$e be(ome an indispensable part of our li$es& an e3tension of *!e !uman
bod% t!at pro$ides us faster& (!eaper and more (on$enient mobilit% e$er% passin da%.
.e!ind t!is betterment o t!e efforts of t!ose in t!e industr%& in t!e form of impro$ement
t!rou! te(!noloi(al resear(!. *!e "ndian automoti$e (omponent industr% is dominated
b% around 400 pla%ers -!i(! a((ount for more t!an 845 of t!e produ(tion. 6%undai
/otor 7o. -as establis!ed as an independent 7ompan% in 1897.*!is pro+e(t on 6%undai
tells us about t!e satisfa(tion le$el of (onsumers -it! *!e 6%undai. :irstl% "ntrodu(tion
about *!e Automobile "ndustr% !as been e3plained in t!is pro+e(t. As a +oint $enture
bet-een Group and 6%undai /otor 7orporation& 6%undai /otor ;imited <*K/= aims
to pla% a ma+or role in *!e de$elopment of *!e automoti$e industr% and *!e (reation of
emplo%ment opportunities& not onl% t!rou! its dealer net-or0& but also t!rou! an(illar%
industries. 6%undai /otor ;imited firml% belie$es t!at *!e su((ess of t!is $enture
depends on pro$idin !i! ,ualit% produ(ts and ser$i(es to all $alued (ustomers t!rou!
*!e efforts of its team members. 6%undai /otor ;imited& alon -it! its dedi(ated
dealers and suppliers& !as adopted *!e >Gro-in *oet!er> p!ilosop!% of its parent
7ompan% */7 to (reate lon?term business ro-t!. "n t!is -a%& 6%undai /otor ;imited
aims to furt!er (ontribute to proress in *!e "ndian automoti$e industr%& reali@e reater
emplo%ment opportunities for lo(al (iti@ens& impro$e *!e ,ualit% of life of *!e team
members and promote robust e(onomi( a(ti$it% in "ndia. *!e ne3t p!ase loo0s upon *!e
resear(! (arried out for anal%@in *!e response to-ards 6%undai. *!is !as been done b%
(ondu(tin a sur$e%.
After (ondu(tin t!e sur$e% it -as obser$ed t!at most of *!e 6%undai o-ners -ere
satisfied -it! t!eir ser$i(es and its maintenan(e. *!e desinin and interiors are most
li0ed b% *!e (ustomers but fe- people also -ant it to be more affordable.
TA'LE OF CONTENTS
P!&e No1
C$!pter - Introuction !bout T$e Inu(tr/
C$!pter ) About T$e Or&!ni8!tion
C$!pter 9 Re(e!rc$ Met$oo"o&/
9.1 Ab+e(ti$es of *!e Stud%
9.2 /et!odolo%
9.9 ;imitation of Stud%

C$!pter 4 Finin&( !n An!"/(i(
4.1 :indins from Primar% 'ata
C$!pter : Conc"u(ion
C$!pter ; Recommen!tion(
ANNE6URE
Anne<ure I Buestionnaire
Anne<ure II Produ(t /i3 of 6%undai
'ib"io&r!p$/
CHAPTER -
Introuction !bout t$e Inu(tr/
Introuction
*!e "ndian automoti$e (omponent industr% is dominated b% around 400 pla%ers -!i(!
a((ount for more t!an 845 of t!e produ(tion. *!e turno$er of t!is industr% !as been
ro-in at a mammot! 28.045 per annum from 2002?09 on-ards as illustrated in :i
-!i(! (larifies its emeren(e
as one of "ndiaCs fastest ro-in manufa(turin se(tors. 'urin 1880s& t!e auto
(omponents mar0et in "ndia used to be dominated b% supplies to t!e aftermar0et -it!
onl% 945 e3ports sour(ed b% lobal *ier 1 AE/s <Ariinal E,uipment /anufa(turers=.
*!e industr% made a sustained s!ift to t!e lobal *ier 1 mar0et and toda%& t!e (omponent
manufa(turers suppl% 745 of t!eir e3ports to lobal *ier 1 AE/s and t!e remainin to
t!e aftermar0et. *!is is larel% due to t!e ro-in (apabilit% of *!e "ndian (omponent
suppliers in understandin te(!ni(al dra-ins& (on$ersan(e -it! lobal automoti$e
standards& e(onomi(all% attra(ti$e (osts <manufa(turin (osts are 245?905 lo-er t!an its
-estern (ounterparts=& fle3ibilit% in small bat(! produ(tion and ro-in information
te(!nolo% appli(ation for desin& de$elopment and simulation.
.esides *!e bureonin demand of auto (omponents from lobal ma+ors& t!e domesti(
automobile industr% !as been s!o-in a spar0lin ro-t! (aused b% in(reasin (ustomer
base and affordable loans. .ased on t!is& t!e turno$er of *!e "ndian auto (omponent
industr% is e3pe(ted to tou(! #SD 18.7 billion b% 2008 and estimated to rea(! #SD 40
billion b% 2014.
O=er=ie% o# Ini!n Automobi"e Inu(tr/
*!e liberali@ed poli(ies of *!e "ndian Go$ernment pa$ed to-ards stead% e$olution of
"ndia as a stable and mar0et dri$en e(onom% -it! t!e real Gross 'omesti( Produ(t
ro-t! in e3(ess of 85& forein e3(!ane reser$es (rossin *!e D140 billion mar0&
ro-in $alue of "ndian Rupee (ompared to #S dollar and redu(in inflation rate. 1005
:orein 'ire(t "n$estment& absen(e of lo(al (ontent reulation& manufa(turin and
imports free from li(ensin 1 appro$als in *!e automobile se(tor
(oupled -it! (ustoms tarifforauto (omponents redu(in to 12.45 resulted in in(reased
number of multinationals establis!in *!eir bases in "ndia and -it! e3port mar0ets
loo0in up& *!e "ndian automobile industr% is poised for a p!enomenal ro-t!. *!e
automobile produ(tion in t!e sub?(ontinent !as been ro-in steadil% E 18.495 per
annum from 2002?09 on-ards -it! total $e!i(le produ(tion standin at a mammot!
1&00&91&28) nos. in 2004?0).
Amon *!e automobiles& 2 -!eelers a((ount for 74.775& (ars about 11.085& 9 -!eelers
to t!e tune of 4.995& tra(tors about 2.845& buses 1 tru(0s (onstitute 2.185& /ulti #tilit%
Fe!i(les </#Fs= to *!e tune of 1.8)5 and ;i!t 7ommer(ial Fe!i(les <;7Fs= about
1.715 of *!e total number of automobiles produ(ed in t!e (ountr%. Presentl%& "ndia is t!e
se(ond larest mar0et after 7!ina for t-o 1 t!ree -!eelers.
"n tra(tors produ(tion& "ndia is one of t!e t-o larest manufa(turers in t!e -orld alon
-it! 7!ina. *!e sub(ontinent stands as t!e 4t! larest produ(er of tru(0s in t!e -orld.
7omin to *!e passener (ar sement& t!e (ountr% is positioned 11t! in (ar produ(tion in
t!e -orld. *!e "ndian passener (ar
mar0et is far from bein saturated lea$in ample opportunit% for $olume ro-t! sin(e t!e
per (apita (ar penetration per 1000 is onl% 7 (ompared to 400 in German%. *!e
produ(tion of (ars in *!e (ountr% !as been ro-in at a mammot! 27.485 per annum
from 2002? 09 on-ards. "n eneral& (ars are broadl% (lassified as /ini& 7ompa(t& /id?
Si@e& E3e(uti$e 1 Premium $arieties. *!ere !as been a stead% rise in (ompa(t (ar
produ(tion from 999&000 in 2002?09 to 714&000 in 2004? 0)& mid?si@e (ars from 122&000
to 204&000 nos.& e3e(uti$e (ars from 2000 to 29&000 nos. and premium $ariet% (ars from
4000 in 2002?09 to 4000 nos. in 2004?0). *!e mini (ar sement produ(tion redu(ed from
140&000 in 2002?09 to 88&000 nos. in 2004?0). *!ese statisti(s $i$idl% re$eal t!e
in(reasin (apa(it% of *!e "ndian (ustomer& t!us dri$in *!e passener (ar demand
rapidl% up *!e pri(e ladder. Anal%sts spe(ulate (ar produ(tion in *!e sub?(ontinent to
tou(! 1474&000 in 2008 and 2)44&000 b% 2014. 7ars and /#Fs e3ports rose from 72&000
in 2002?09 to rea(! 17)&000 nos. in 2004?0) -it! ro-t! E 48.144 per annum from
2002?09 on-ards.
Aut of *!e t-o -!eelers produ(ed in "ndia& motor(%(les a((ount for 81.485& s(ooters
about 19.425 and mopeds to t!e tune of 4.885 of t!e total produ(tion. *!e produ(tion
statisti(s -!i(! s!o-s *!e ro-t! of 2-!eelers E 1).485 per annum from 2002?09
on-ards. Aut of t!is& motor(%(les !a$e e3!ibited produ(tion ro-t! E 18.885 per
annum& s(ooters E ).745 per annum 1 mopeds E 2.)45 per annum from 2002?09
on-ards. *-o -!eeler produ(tion units in "ndia (onstitute of Gapanese AE/S <Ariinal
E,uipment /anufa(turers= -!i(! in(lude 6ero 6onda /otors& 6onda /otor(%(le 1
s(ooter "ndia <P= ;td.& Hama!a /otor "ndia <P= ;td. 1 Su@u0i /otor(%(le "ndia <P= ;td.
and "ndian AE/s (onsistin of .a+a+ Auto ;td. & * F S / o t o r 7ompan% ;td.& ;/;
;td.& Kineti( Enineerin ;td.& /a+esti( Auto ;td.& Kineti( /otor 7ompan% ;td. and
Ro%al Enfield of Ei(!er ;td.
Aut of t!e aforementioned& 6ero 6onda a((ounts for 98.445& .a+a+ Auto about 2).875&
*FS /otors 17.885& 6onda /otors 7.845& Hama!a /otors 9.275& ;/; 1.415 and
*!e remainin 2.885 of *!e total 2 -!eelers produ(tion in *!e (ountr%. *!e e3ports of
t-o -!eelers made a sinifi(ant ro-t! from a le$el of 180&000 in 2002?09 to rea(!
419&000 nos. in 2004?0). *!e latest estimates put up produ(tion of 2 -!eelers to 19.)
million b% 2008.
*!e produ(tion of /ulti #tilit% Fe!i(les </7Fs= !as been s!o-in spar0lin ro-t! E
29.845 per annum& ;i!t 7ommer(ial Fe!i(les <;7Fs= E 94.485 and /edium 1
6ea$% 7ommer(ial Fe!i(les
</ 1 67Fs= E 27.995 per annum from 2002?09 on-ards in "ndia. "ndustr% anal%sts put
up /#Fs produ(tion to rea(! 207&000 in 2008 and 277&000 in 2014. 7ommer(ial $e!i(le
e3ports made a stead% ro-t! from a le$el of 11&000 in 2002? 09 to 41&000 in 2004?0).
*!e manufa(turin units for four -!eelers in "ndia (onstitute of Gapanese AE/s (o$erin
/aruti #d%o ;td.& 6%undai /otor <P= ;td.& 6onda Siel (ars "ndia ;td. 1 S-ara+ /a@da
;td.& "ndian AE/s (onsistin of *ata /otors ;td.& /a!indra 1 /a!indra ;td.& As!o0
;e%land ;td.& :or(e /otors ;td.& Ei(!er / o t o r s ; t d . 1 6industan /otors ;td.&
Korean AE/ 6%undai /otor "ndia ;td.& Ameri(an AE/s -!i(! in(lude General /otors
"ndia <P= ;td. 1 :ord "ndia <P= ;td. and European AE/s (onsistin of S0oda Auto "ndia
<P= ;td.& 'aimler 7!r%sler "ndia <P= ;td.& Fol$o "ndia <P= ;td.& *atra *ru(0s "ndia ;td. 1
:iat "ndia <P= ;td. Presentl%& /aruti #d%o a((ounted for 99.245& *ata /otors 2).145&
6%undia /otors14.195& /a!indra 1 /a!indra 7.475& As!o0 ;e%land 9.785& 6%undai
2.)15& 6onda Siel 7ars 2.405& :or(e /otors 2.085& General /otors 1.785& :ord "ndia
1.475& Ei(!er /otors 1.415 and o*!e4rs 2.985 of *!e total produ(tion of four
-!eelers in "ndia.
*!e tra(tors produ(tion in t!e (ountr% !as been ma0in a stead% ro-t! E 24.805 and
t!ree -!eelers E 185 per annum from 2002?09 on-ards. *!e "ndian automobile
industr% is flooded -it! !ue in$estments in$ol$in reen field and bro-n field pro+e(ts.
6%undai plans to set up a ;7F plant at Pune& "ndia. 6%undai -ould be in$estin #SD 4.2
billion for startin produ(tion of small (ars 1 Su@u0i plans to in$est #SD 1.) billion in
"ndia.
"su@u /otor 1 Nissan /otor belonin to 6ita(!i ;td. Af Gapan -ould bein
manufa(turin (ars in "ndia.
*ata /otors is settin up its no$el small (ar produ(tion fa(ilit% near Kol0ata. 6%undai
plans to ma0e "ndia an e3port base for small (ars. *ele(on is in$estin about #SD 44
million for produ(tion of eart! mo$in $e!i(les2(omponents at K!arapur in "ndia. Also&
6onda /otor(%(les 1 s(ooters !a$e ambitious plan for ma0in t!is sub?(ontinent a !ub
for t-o -!eelers e3ports. All *!ese for-ard to-ards furt!er in(rease in demand for auto
(omponents.
Auto Component( Prouction R!n&e In Ini!
"ndia is besto-ed -it! e3(ellent infrastru(ture for produ(tion of auto (omponents. *!ere
are $arious national and multinational (ompanies in t!e (ountr% t!at !a$e put up state of
art auto (omponent manufa(turin fa(ilities. *!e produ(tion rane of auto (omponents in
"ndia. :or man% of t!e auto (omponents& steel remains t!e dominant material due to its
$ersatilit% pro$idin a -ide rane of properties t!rou! t!e (!oi(e of appropriate
(ombination of (omposition and pro(essin.
Alon -it! *!e abo$e& lon term a$ailabilit% of ra- materials& ood re(%(lin abilit%& a
relati$el% fa$ourable pri(e and *!e lare e3perien(e based 0no-lede fa$our steel as a
(!oi(e for use in auto (omponent manufa(turin.
*!e steel re,uirements in eneral for enine parts su(! as fan& pulle%& piston pin 1 oil fan
are met b% lo- (arbon steels& medium (arbon steels2allo% steels based on re,uisite
me(!ani(al properties are applied for (ran0s!afts& (onne(tin rods& ro(0er arm s!afts e t (
. I!ile lo- (arbon2lo- (arbon allo% (ase !ardenin steels are u s e d f o r
moderatel%2se$erel% stressed (omponents. *ransmission parts su(! as input s!aft& output
s!aft& front a3le& rear a3le& 0i(0 do-n 1 re$erse bands& pinion s!afts& (lut(! dis(s 1
plates& automati( transmission (omponents et(. are made -it! medium (arbon2allo% steels
-!ile *!e ears are made of lo- (arbon2lo- (arbon allo% (ase !ardenin steels.
Suspension and steerin parts su(! as 0nu(0le ball studs& arm se(tor s!afts& arm parts&
pitman 1 idler arms& struts& tie rod ends& ball +oint studs& (enter lin0 et(. are eit!er made
of medium (arbon steel or allo% steel dependin upon *!e (onferred properties& sprin
steels for suspension sprins -!ile lo- (arbon (ase !ardenin steels are applied for
(omponents t!at re,uire -ear resistan(e. Farious lo- (arbon2lo- (arbon allo% steels are
used for ri$ets& bolts& nuts 1 ot!er fastener items. Steel re,uired for (!assis (omponents
are met -it! (old formin 1 -ieldable lo- (arbon2mi(ro allo%ed steel s!eets2plates -!ile
deep dra-in 1 e3tra deep dra-in $arieties of steel s!eets are emplo%ed for bod%.
Steels are s!aped& formed& !eat treated and2or ma(!ined into automoti$e (omponents
fulfillin *!e spe(ifi( desin (riteria re,uirin (riti(al set of properties li0e strent! 1
tou!ness& fatiue 1 fra(ture resistan(e& -ear resistan(e& (orrosion resistan(e et(.
*e(!nolo% of ma(!inin& fabri(atin or formin of enineerin (omponents !as
underone rapid (!anes -it! t!e ad$ent of 7omputer
Aided /anufa(turin s%stems and roboti(s. 7onse,uentl%& t!e auto (omponent
manufa(turers re,uire t!e !i!est deree of (onsisten(% in t!e ,ualit% of t!e steels bot!
metalluri(al and dimensional. Also& t!e (!anes in (ustomer e3pe(tations for li!ter&
more po-erful 1 fuel effi(ient $e!i(les -it! reater derees of reliabilit% 1 safet% -ill
(ontinuousl% dri$e *!e steel industr% to-ards de$elopment and manufa(turin of steel
-it! (loser band of metalluri(al properties& p!%si(al properties& leaner allo%
(ompositions& !i!er strent! to -ei!t ratio et(. at *!e most (ompetiti$e pri(es.
*oda%& automobile se(tor a((ounts for 75 of t!e total steel (onsumed in "ndia. *!e
spar0lin ro-t! of t!e automoti$e (omponent industr% and t!e automobile industr% in
"ndia translates into a tremendous potential and opportunit% for domesti( steel produ(ers
to (ater to t!e needs of t!ese industries -!ere steel is t!e most $ital input.
"ndia Emerin as 6ub for Auto 7omponents "ndian auto (omponent industr% is fast
emerin as an attra(ti$e AE/ 1 *ier 1 supplier. *!e auto (omponent e3ports from
"ndia rose from a mere #SD 0.7)0 billion in 2002?09 to #SD 1.8 billion in 2004?0)
s!o-in ro-t! E 44.)15 per annum from 2002?09 on-ards. "n 2004?0)& about 9)5 of
t!e (omponent e3ports !eaded for Europe& 2)5 for Ameri(a& 1)5 for Asia& 105 to
Afri(a& 105 to /iddle East& 1.45 to A(eania and ot!ers a((ount for 0.45 of t!e total
e3ports.
.ased on *!e spar0lin ro-t! in demand for auto (omponents& lobal auto ma+ors and
domesti( iants !a$e been in$estin !ea$il% in "ndia be(ause of "ndiaCs (ompetiti$e
ad$antae. A((ordinl%& t!e total in$estment in "ndian auto (omponent industr% !as been
s!o-in a tremendous ro-t! E 22.125 per annum from 2002?09 on-ards. *!e
in$estment is e3pe(ted to rise furt!er -it! !ue strides. Amon $arious in$estments
pumpin in "ndia& auto parts ma0er Robert .os(! of German% -ill in$estment #SD 201.4
million in its "ndian subsidiaries o$er t-o %ears -it! bul0 of in$estment in /otor
"ndustries 7o. ;td.</"7A=. 6ita(!i ;td. of Gapan is plannin to start auto (omponent
manufa(turin in "ndia -it! its A E / s ? " s u @ u /otor 1 Nissan /otor to bein
manufa(turin (ars in "ndia. GKN 'ri$eline& a -in of #K based auto ( o m p o n e n t
manufa(turer GKN plans to open a ne- manufa(turin fa(ilit% in "ndia. 'ubai based auto
an(illar% Parts "nternational 7ompan% plans to in$est about #SD 9.) million in "ndia o$er
t!ree %ears -!i(! in(ludes settin up a manufa(turin fa(ilit% to ser$i(e e3ports to 7"S 1
SAAR7 (ountries. :iat "ndia !as been ta0in
$arious measures to be(ome a lobal sour(in !ub for (omponents b% e3portin
(omponents -ort! #SD 8.9 million last %ear to its operations in Sout! Afri(a and plans to
sour(e (omponents -ort! #SD 200 million. 6%undai alread% in$ested #SD 187 million to
suppl% transmission s%stem& ear bo3es& a3les& propeller s!afts and aluminium pressure
die (astin produ(ts to lobal operations. 'elp!i is plannin to sour(e (omponents su(!
as piston rods& steerin s%stem& dri$e s!afts& (atal%ti( (on$erter& stampins in po-er train&
s!eet metal2stampins for (!assis and ele(tri(al parts li0e -irin !arnesses 1 armature
motors -ort! #SD 240 million b% 2007. General /otors -!i(! presentl% is sour(in
(omponents -ort! #SD ) million from "ndian suppliers intends to s!ip parts -ort! #SD 1
billion for its lobal produ(tion units b% 2010 and *!e (omponents in(lude (ran0s!aft
forins& radiator (aps& ear bo3es& leaf sprins& -irin !arnesses 1 (ables. :ord /otors
plan to sour(e (omponents li0e steerin (olumns& allo% -!eels& (ran0s!afts& e3!aust
parts& (omplete enines for "KAN model& radiators& sprins& (astins& forins& leaf
sprins& bod% panel& !orns& das! board assembl%& starters& alternators 1 door trims from
*!e present le$el of #SD 140 million to around #SD )00 million b% 2008 from "ndia.
Fisteon -!i(! !ad alread% in$ested #SD 4) million is sour(in (omponents for e3terior&
instrument& (luster assembl% 1 bumpers& A7 s%stem& starters& motors& alternators and
panel instrument assembl% from "ndia.
Alon -it! t!is& o$er 20 AE/s !a$e set up "nternational Pur(!asin Affi(es <"PAs= in
"ndia for (omponents and t!e fiure is e3pe(ted to double b% 2010.
7onsiderin t!e abo$e& "ndian auto (omponent manufa(turers are substantiall% in(reasin
in$estments in produ(tion (apa(ities& establis!in partners!ips in "ndia 1 abroad and
!a$e been in$estin in or a(,uirin (ompanies o$erseas. "n (ontinuation -it! t!is& lobal
multi nationals are s!iftin automoti$e desin (enters into "ndia -it! "ndia e$ol$in as an
e3(ellent automoti$e R 1 ' base for protot%pin& testin& $alidatin and produ(tion of
auto (omponents (aused b% e3(ellent "* s0ills 1 e3emplar% automoti$e domain
0no-lede.
Conc"u(ion(
Iit! in(reased role of outsour(in in an interated lobal e(onom% and "ndia bein
(onsidered as a lo- (ost automoti$e (omponent produ(er possess a reater ede in t!e
lobal mar0et aspirin to (apture 105 s!are of t!e lobal mar0et -!i(! translates into an
e3port taret of #SD20 billion b% 2014. Also& b% t!e (urrent trends in t!e domesti(
automoti$e industr%& t!e indienous demand for auto (omponents is estimated to rea(!
#SD20 billion in *!e ne3t 10 %ears. *!is is e3pe(ted to in(rease t!e demand for allo%
steels pro$idin a reat opportunit% for allo% steel produ(ers in t!e (ountr% to (apitulate
on it.
CHAPTER )
About T$e Or&!ni8!tion
COMPANY PROFILE
1.1 A'OUT HYUNDAI MOTORS INDIA LIMITED
6%undai /otor "ndia ;imited <6/";= is a -!oll% o-ned subsidiar% of 6%undai
/otor 7ompan% <6/7=& Sout! Korea and is t!e larest passener (ar e3porter
and t!e se(ond larest (ar manufa(turer in "ndia. 6/"; presentl% mar0ets )
models of passener (ars a(ross sements. *!e A2 sement in(ludes t!e Santro&
i10 and t!e i20& t!e A9 sement in(ludes t!e A((ent and t!e Ferna& t!e A4
sement in(ludes t!e Sonata *ransform.
6/";Js full% interated state?of?t!e?art manufa(turin plant near 7!ennai boasts
of t!e most ad$an(ed produ(tion& ,ualit% and testin (apabilities in t!e (ountr%.
*o (ater to risin demand& 6/"; (ommissioned its se(ond plant in :ebruar%
2008& -!i(! produ(es an additional 900&000 units per annum& raisin 6/";Js
total produ(tion (apa(it% to )00&000 units per annum.
"n (ontinuation -it! its (ommitment to pro$idin "ndian (ustomers -it! (uttin?
ede lobal te(!nolo%& 6/"; !as set up a modern multi?million dollar resear(!
and de$elopment fa(ilit% in t!e (%ber (it% of 6%derabad. "t aims to be(ome a
(entre of e3(ellen(e for automobile enineerin and ensure ,ui(0 turnaround
time to (!anin (onsumer needs.
As 6/7Js lobal e3port !ub for (ompa(t (ars& 6/"; is t!e first automoti$e
(ompan% in "ndia to a(!ie$e t!e e3port of 10 la0! (ars in +ust o$er a de(ade.
6/"; (urrentl% e3ports (ars to more t!an 110 (ountries a(ross E#& Afri(a&
/iddle East& ;atin Ameri(a& Asia and Australia. "t !as been t!e number one
e3porter of passener (ar of t!e (ountr% for t!e si3t! %ear in a ro-.
*o support its ro-t! and e3pansion plans& 6/"; (urrentl% !as a 280 stron
dealer net-or0 and 480 stron ser$i(e points a(ross "ndia& -!i(! -ill see furt!er
e3pansion in 2010.
*o support its ro-t! and e3pansion plans& 6/"; (urrentl% !as a 280 stron
dealer net-or0 and 480 stron ser$i(e points a(ross "ndia.
1.2 COMANY>S HISTORY
*!e beinnin of 6%undai /otor 7ompan% dates to April 184) -!en founder& Gu?Hun
7!un establis!ed 6%undai Auto Ser$i(e in Seoul& Sout! Korea at *!e ae of 91 %ears.
*!e name 6%undai -as (!osen for its meanin -!i(! in Enlis! translates to Kmodern.L
*!e 6%undai loo is s%mboli( of *!e 7ompan%Cs desire to e3pand. *!e o$al s!ape
represents *!e 7ompan%Cs lobal e3pansion and *!e st%li@ed >6> is s%mboli( of t-o
people <*!e 7ompan% and (ustomer= s!a0in !ands.
6%undai /otor "ndia ;imited -as formed in ) /a% 188) b% *!e 6%undai /otor
7ompan% of Korea. *!e first produ(tion plant -as establis!ed in "rrunattu0otai
near 7!ennai& "ndia.
6/";Cs first (ar& *!e 6%undai Santro -as laun(!ed in 29 September 1888 and -as a
runa-a% su((ess. Iit!in a fe- mont!s of its in(eption 6/"; be(ame *!e se(ond larest
automobile manufa(turer and *!e larest automobile e3porter in "ndia.
6%undai sells se$eral models in "ndia& *!e most popular bein *!e Santro Min& i10 and
*!e i20.A*!eR models "n(lude Get@ Prime& A((ent& Ferna *RANS:AR/& *u(son& and
*!e Sonata *ransform.
1.3 COMPANY>S 7ISION
*!e (ompan%Js motto is >Innovation for Customers>. *!e (ompan%Js $ision is fi$e (ore
strateiesN lobal orientation& respe(t for !uman $alues& (ustomer satisfa(tion& te(!nolo%
inno$ation& and (ultural (reation. *!e% !a$e a desire to (reate an automobile (ulture of
puttin (ustomer first $ia de$elopin !umanO(entered and en$ironmentOfriendl%
te(!noloi(al inno$ation.
*!e (ompan%Js stri$eJs to (reate a more affluent lifest%le for !umanit%& and (ontribute to
t!e !armon% and (o?prosperit% -it! s!are!olders& (ustomers& emplo%ees and ot!er
sta0e!olders in *!e automobile industr%.
*!e spirit of (reati$e (!allene of t!e (ompan% !as been a dri$in for(e in leadin 6/";
to -!ere it is toda%. "t is t!e permanent 0e% fa(tor for 6/"; to a(ti$el% respond to
(!ane in t!e (ompan%Js t!e manaement s%stem and see0 (reati$e and selfOinno$ati$e
s%stem. *!e spirit of (reati$e (!allene& (reates profits& *!e primar% ob+e(ti$e of a
pri$ate enterprise. :urt!ermore& t!e (ompan%Js ta0es responsibilit% for *!e en$ironment
and so(iet% and pro$ide benefits to all sta0e!olders in(ludin s!are!olders& (ustomers&
e3e(uti$es& emplo%ees& suppliers& and (ommunities.
Corpor!te P$i"o(op$/

M!n!&ement P$i"o(op$/
Iit! t!e spirit of (reati$e (!allene& -e -ill stri$e to (reate a more affluent lifest%le for
!umanit%& and (ontribute to t!e !armon% and (o?prosperit% -it! s!are!olders& (ustomers&
emplo%ees and ot!er sta0e!olders in t!e automobile industr%.
*!e spirit of (reati$e (!allene !as been a dri$in for(e in leadin 6/7 to -!ere it is
toda%.
"t is t!e permanent 0e% fa(tor for 6/7 to a(ti$el% respond to (!ane in t!e manaement
s%stem and see0 (reati$e and selfOinno$ati$e s%stem. Iit! t!e spirit of (reati$e
(!allene& -e (reate profits& t!e primar% ob+e(ti$e of a pri$ate enterprise. :urt!ermore&
-e ta0e responsibilit% for t!e en$ironment and so(iet% -e belon to& and offer sustainable
mobilit% in order to implement our (orporate p!ilosop!% and pro$ide benefits to all
sta0e!olders in(ludin s!are!olders& (ustomers& e3e(uti$es& emplo%ees& suppliers& and
(ommunities. 7i(ion Ie announ(ed >"nno$ation for 7ustomers> as
our midOto lonOterm $ision -it! fi$e (ore strateiesN lobal orientation& respe(t for
!uman $alues& (ustomer satisfa(tion& te(!nolo% inno$ation& and (ultural (reation. Ie
desire to (reate an automobile (ulture of puttin (ustomer first $ia de$elopin !umanO
(entered and en$ironmentOfriendl% te(!noloi(al inno$ation.

M!n!&ement Po"ic/
.ased on a respe(t for !uman dinit%& -e ma0e efforts to meet t!e e3pe(tations of all
sta0e!olders in(ludin (ustomers and business partners b% buildin a (onstru(ti$e
relations!ip amonst manaement& labor& e3e(uti$es and emplo%ees. Also& -e fo(us on
(ommuni(atin our (orporate
$alues bot! internall% and e3ternall%& and ainin (onfiden(e from all sta0e!olders.

/id?and ;on?term Strateies. Ie de$eloped fi$e midOand lonOterm strateiesN lobal
manaement& !i!er brand $alues& business inno$ation& en$ironmental manaement& and
strent!enin produ(t (ompetiti$eness. Espe(iall%& -e sele(ted en$ironmental
manaement as one of our strateies to meet t!e needs of our sta0e!olders and t!e so(iet%
-e belon to. Ie also intend to promote sustainabilit% de$elopment and preser$ation of
t!e en$ironment.
MGF DE7ELOPMENTS
*!e /G: 'e$elopments !as been ma0in a differen(e to "ndian lifest%le and
de$elopment for o$er se$en de(ades. Aur lone$it% and su((ess represents an unmat(!ed
(ommitment to our (ustomers& our business and our emplo%ees. :rom bein t!e pioneers
in t!e 6ire Pur(!ase and ;easin business& t!e /G: 'e$elopments toda% is ma0in a
differen(e in Real Estate 'e$elopment and Automobiles 'istribution $entures a(ross
"ndia.
A'OUT MGF
/G: 'e$elopments is a leadin pla%er in t!e field of retail real estate and propert%
de$elopment in "ndia& and !as brou!t in international standards in (ommer(ial
(omple3es and s!oppin malls. "t -as first in t!e se(tor to introdu(e t!e (on(ept of
(ondominiums in t!e (ountr%. *oda%& it is one of t!e larest s!oppin mall de$elopers in
t!e National 7apital Reion& -it! almost 9 million s,.ft. of retail spa(e under
de$elopment. Some of /G: 'e$elopmentsJ landmar0 pro+e(ts in(lude t!e /etropolitan&
*!e Pla@a and t!e 7it% S,uare /all in Guraon in 2009. "t is an orani@ation t!at in
man% -a%s !as been a model for a !ost of ne- (ompanies enterin t!e field.
/G: 6%undai is one of t!e leadin names in Automobiles dealers!ip of 6%undai. /otor
"ndia ;td lo(ated at 1& G!ande-alan& :ai@ Road& Ne- 'el!i. *!e (entrali@ed lo(ation of
t!e s!o-room effe(ti$el% (o$ers -!ole of 'el!i in Nort!& East& Iest 1 Sout! and
pro$idin dedi(ated professional after sales ser$i(e to our esteemed (ustomers b% !a$in
ser$i(e (enters at G.*. Karnal Road& Patparan+& /a%apuri and A0!la.
/G: /a%apuri ser$i(e station is also t!e trainin !ub for all Nort! "ndian 6%undai
Ser$i(e stations.
/G: 6%undai is !a$in !i!l% professional 1 moti$ated team& dedi(ated leaders
pro$idin t!eir prompt& effi(ient ser$i(es to our (ustomers -it! utmost priorit% bein t!e
Bualit% of Ser$i(e and 7ustomer Satisfa(tion. Aur lone$it% and su((ess represent an
unmat(!ed (ommitment to our esteemed (ustomers& solid 0no-lede of t!e "ndian
/ar0et and to a (ertain e3tent our (ompetiti$e ad$antae -it! our lare (ustomer
database& distribution net-or0 and (ustomer ser$i(es.
7ISION AND MISSION
At a time -!en "ndia -as a-a0enin to t!e (all of freedom& /G: -as ta0in a
re$olutionar% step t!at -ould !elp !asten t!e (ountr%Cs de$elopment. *oda%& t!e /G:
'e$elopments portfolio spans t!e entire spe(trum of small& medium and lare?s(ale
e,uipment finan(e as -ell as bi ti(0et leasin& $e!i(le finan(in& Automobiles
dealers!ips& fa(torin ser$i(es& (onsumer finan(e& and infrastru(tural de$elopment. *!e
/G: 'e$elopments brins international e3pertise& (uttin?ede te(!nolo% and lobal
s(ale of operations to deli$er 100 per(ent satisfa(tion to its (ustomers& (lients and
emplo%ees. *!e /G: 'e$elopments $ision is to be re(oni@ed asN
*!e preferred pro$ider of ser$i(es and interated solutions in all its areas of operation
A di$erse team of talented professionals -it! e3pertise in sele(ted sements
An emplo%er of (!oi(e& fosterin a (ulture t!at $alues 'edi(ation& Respe(t and
7ontinuous "mpro$ement
MAR3ETING
I!at is mar0etinP
*!ere are man% different definitions of mar0etin. 7onsider some of *!e follo-in
alternati$e definitionsN
K*!e all?embra(in fun(tion t!at lin0s *!e business -it! (ustomer needs and -ants in
order to et *!e ri!t produ(t to *!e ri!t pla(e at *!e ri!t timeL
K*!e a(!ie$ement of (orporate oals t!rou! meetin and e3(eedin (ustomer needs
better t!an *!e (ompetitionL
K*!e manaement pro(ess t!at identifies& anti(ipates and supplies (ustomer re,uirements
effi(ientl% and profitabl%L
K/ar0etin ma% be defined as a set of !uman a(ti$ities dire(ted at fa(ilitatin and
(onsummatin e3(!anesL
I!i(! definition is ri!tP "n s!ort& *!e% all are. *!e% all tr% to embod% *!e essen(e of
mar0etinN
Q /ar0etin is about meetin *!e needs and -ants of (ustomersR
Q /ar0etin is a business?-ide fun(tion O it is not somet!in t!at operates alone from
ot!er business a(ti$itiesR
Q /ar0etin is about understandin (ustomers and findin -a%s to pro$ide produ(ts or
ser$i(es -!i(! (ustomers demand
*o !elp put t!ins into (onte3t& %ou ma% find it !elpful to often refer to *!e follo-in
diaram -!i(! summarises *!e 0e% elements of mar0etin and *!eir relations!ipsN
MAR3ETING CONCEPT AND ORIENTATION
"t is a fundamental idea of mar0etin t!at oranisations sur$i$e and prosper t!rou!
meetin *!e needs and -ants of (ustomers. *!is important perspe(ti$e is (ommonl%
0no-n as *!e mar0etin (on(ept.
*!e mar0etin (on(ept is about mat(!in a 7ompan%Cs (apabilities -it! (ustomer -ants.
*!is mat(!in pro(ess ta0es pla(e in -!at is (alled *!e mar0etin en$ironment.
.usinesses do not underta0e mar0etin a(ti$ities alone. *!e% fa(e t!reats from
(ompetitors& and (!anes in *!e politi(al& e(onomi(& so(ial and te(!noloi(al
en$ironment. All *!ese fa(tors !a$e to be ta0en into a((ount as a business tries to mat(!
its (apabilities -it! *!e needs and -ants of its taret (ustomers.
An oranisation t!at adopts *!e mar0etin (on(ept a((epts *!e needs of potential
(ustomers as *!e basis for its operations. Su((ess is dependent on satisf%in (ustomer
needs.
I!at are (ustomer needs and -antsP
A need is a basi( re,uirement t!at an indi$idual -is!es to satisf%.
People !a$e basi( needs for food& s!elter& affe(tion& esteem and self?de$elopment. /an%
of *!ese needs are (reated from !uman biolo% and *!e nature of so(ial relations!ips.
7ustomer needs are& *!erefore& $er% broad.
7ustomer needs are broad& (ustomer -ants are usuall% ,uite narro-.
A -ant is a desire for a spe(ifi( produ(t or ser$i(e to satisf% *!e underl%in need.
7onsider t!is e3ampleN
7onsumers need to eat -!en t!e% are !unr%. I!at t!e% -ant to eat and in -!at 0ind of
en$ironment -ill $ar% enormousl%. :or some& eatin at /('onalds satisfies t!e need to
meet !uner. :or ot!ers a mi(ro-a$e read%?meal meets t!e need. Some (onsumers are
ne$er satisfied unless *!eir food (omes ser$ed -it! a bottle of fine 7!ardonna%.
7onsumer -ants are s!aped b% so(ial and (ultural for(es& *!e media and mar0etin
a(ti$ities of businesses.
*!is leads onto anot!er important (on(ept ? t!at of (ustomer demandN
7onsumer demand is a -ant for a spe(ifi( produ(t supported b% an abilit% and
-illinness to pa% for it.
:or e3ample& man% (onsumers around t!e lobe -ant a /er(edes. .ut relati$el% fe- are
able and -illin to bu% one.
.usinesses t!erefore !a$e not onl% to ma0e produ(ts t!at (onsumers -ant& but *!e% also
!a$e to ma0e *!em affordable to a suffi(ient number to (reate profitable demand.
.usinesses do not (reate (ustomer needs or *!e so(ial status in -!i(! (ustomer needs are
influen(ed. "t is not /('onalds t!at ma0es people !unr%. 6o-e$er& businesses do tr% to
influen(e demand b% desinin produ(ts and ser$i(es t!at are
QAttra(ti$e
QIor0-ell
QAreaffordable
Q Are a$ailable
.usinesses also tr% to (ommuni(ate *!e rele$ant features of *!eir produ(ts t!rou!
ad$ertisin and ot!er mar0etin promotion.
MAR3ETING MI6
*!e mar0etin mi3 is enerall% a((epted as *!e use and spe(ifi(ation of *!e four Ps
des(ribin *!e stratei( position of a produ(t in *!e mar0etpla(e. Ane $ersion of *!e
oriins of *!e mar0etin mi3 starts in 1848 -!en Games 7ulliton said t!at a mar0etin
de(ision s!ould be a result of somet!in similar to a re(ipe. *!is $ersion (ontinued in
1849 -!en Neil .orden& in !is Ameri(an /ar0etin Asso(iation presidential address&
too0 *!e re(ipe idea one step furt!er and (oined *!e term C/ar0etin?/i3C. A prominent
mar0eter& E. Gerome /(7art!%& proposed a 4 P (lassifi(ation in 18)0& -!i(! -ould see
-ide popularit%. *!e four Ps (on(ept is e3plained in most mar0etin te3tboo0s and
(lasses.
DEFINITION
Alt!ou! some mar0eters !a$e added ot!er Ps& su(! as personnel and pa(0ain& *!e
fundamentals of mar0etin t%pi(all% identifies *!e four Ps of *!e mar0etin mi3 as
referrin toN
Produ(t ?An ob+e(t or a ser$i(e t!at is mass produ(ed or manufa(tured on a lare s(ale
-it! a spe(ifi( $olume of units. A t%pi(al e3ample of a mass produ(ed ser$i(e is *!e
!otel industr%. A less ob$ious but ubi,uitous mass produ(ed ser$i(e is a (omputer
operatin s%stem. *%pi(al e3amples of a mass produ(ed ob+e(ts are *!e motor (ar and
*!e disposable ra@or.
Pri(e O *!e pri(e is *!e amount a (ustomer pa%s for *!e produ(t. "t is determined b% a
number of fa(tors in(ludin mar0et s!are& (ompetition& material (osts& produ(t identit%
and *!e (ustomerCs per(ei$ed $alue of *!e produ(t. *!e business ma% in(rease or
de(rease *!e pri(e of produ(t if ot!er stores !a$e *!e same produ(t.
Pla(e O Pla(e represents *!e lo(ation -!ere a produ(t (an be pur(!ased. "t is often
referred to as *!e distribution (!annel. "t (an in(lude an% p!%si(al store as -ell as $irtual
stores on *!e "nternet.
Promotion O Promotion represents all of *!e (ommuni(ations t!at a mar0eter ma% use in
*!e mar0etpla(e. Promotion !as four distin(t elements ? ad$ertisin& publi( relations&
-ord of mout! and point of sale. A (ertain amount of (rosso$er o((urs -!en promotion
uses *!e four prin(ipal elements toet!er& -!i(! is (ommon in film promotion.
Ad$ertisin (o$ers an% (ommuni(ation t!at is paid for& from tele$ision and (inema
(ommer(ials& radio and "nternet ad$erts t!rou! print media and billboards. Ane of *!e
most notable means of promotion toda% is *!e Promotional Produ(t& as in useful items
distributed to tareted audien(es -it! no obliation atta(!ed. *!is (ateor% !as ro-n
ea(! %ear for *!e past de(ade -!ile most ot!er forms !a$e suffered. "t is *!e onl% form
of ad$ertisin t!at tarets all fi$e senses and !as *!e re(ipient t!an0in *!e i$er. Publi(
relations are -!ere *!e (ommuni(ation is not dire(tl% paid for and in(ludes press
releases& sponsors!ip deals& e3!ibitions& (onferen(es& seminars or trade fairs and e$ents.
Iord of mout! is an% apparentl% informal (ommuni(ation about *!e produ(t b% ordinar%
indi$iduals& satisfied (ustomers or people spe(ifi(all% enaed to (reate -ord of mout!
momentum. Sales staff often pla%s an important role in -ord of mout! and Publi(
Relations.
.roadl% defined& optimi@in *!e mar0etin mi3 is *!e primar% responsibilit% of
mar0etin. .% offerin *!e produ(t -it! *!e ri!t (ombination of *!e four Ps mar0eters
(an impro$e *!eir results and mar0etin effe(ti$eness. /a0in small (!anes in *!e
mar0etin mi3 is t%pi(all% (onsidered to be a ta(ti(al (!ane.
/a0in lare (!anes in an% of *!e four Ps (an be (onsidered stratei(. :or e3ample& a
lare (!ane in *!e pri(e& sa% from D18.00 to D98.00 -ould be (onsidered a stratei(
(!ane in *!e position of *!e produ(t. 6o-e$er a (!ane of D191 to D190.88 -ould be
(onsidered a ta(ti(al (!ane& potentiall% related to a promotional offer.
MAR3ET RESEARCH
/ar0et resear(! is for dis(o$erin -!at people -ant& need& or belie$e. "t (an also in$ol$e
dis(o$erin !o- *!e% a(t. An(e t!at resear(! is (omplete it (an be used to determine
!o- to mar0et %our spe(ifi( produ(t. /R?An%-!ere is a $er% ood platform for mar0et
resear(! and anal%sis
:or startin up a business *!ere are a fe- t!ins t!at are importantN
/ar0et information
/ar0et information is ma0in 0no-n *!e pri(es of *!e different (ommodities in *!e
mar0et& *!e suppl% and *!e demand. "nformation about *!e mar0ets (an be obtained in
se$eral different $arieties and formats.
E3amples of mar0et information ,uestions areN
I!o are *!e (ustomersP
I!ere are *!e% lo(ated and !o- (an *!e% be (onta(tedP
I!at ,uantit% and ,ualit% do *!e% -antP
I!en is *!e best time to sellP
MAR3ET SEGMENTATION
/ar0et sementation is *!e di$ision of *!e mar0et or population into subroups -it!
similar moti$ations. Iidel% used bases for sementin in(lude eorap!i( differen(es&
personalit% differen(es& demorap!i( differen(es& use of produ(t differen(es& and
ps%(!orap!i( differen(es.
M!r?et tren(
*!e up-ard or do-n-ard mo$ements of a mar0et& durin a period of time. *!e mar0et
si@e is more diffi(ult to estimate if %ou are startin -it! somet!in (ompletel% ne-. "n
t!is (ase& %ou -ill !a$e to deri$e *!e fiures from *!e number of potential (ustomers or
(ustomer sements.
.ut besides information about *!e taret mar0et %ou also need information about %our
(ompetitor& %our (ustomers& produ(ts et(. A fe- te(!ni,ues areN
7ustomer anal%sis Ris0 anal%sis
Produ(t resear(! 7!oi(e /odelin
Ad$ertisin resear(! 7ompetitor anal%sis
CHAPTER 9
Re(e!rc$ Met$oo"o&/
91- O'@ECTI7ES OF THE STUDY
1. *o 0no- t!e feedba(0 of (ustomers reardin t!e ser$i(es -!i(! are bein pro$ided
b% t!e (ompan%.
2. *o understand t!e importan(e of (lient relations!ip.
9. *o understand (ustomer satisfa(tion reardin t!e produ(ts offered b% t!e (ompan%.
4. *o find out t!e problems fa(ed b% (ustomer.
4. *o 0no- t!e (ustomer satisfa(tion to-ards t!e after sales ser$i(e offers b% /G:
6%undai.
91) METHODOLOGY
Re(e!rc$ (an be defined to be sear(! for 0no-lede or an% s%stemati( in$estiation to
establis! fa(ts. *!e primar% purpose for applied resear(! is dis(o$erin interpretin and
*!e de$elopment of met!ods and s%stems for *!e ad$an(ement of !uman 0no-lede on
a -ide $ariet% of s(ientifi( matters of our -orld and *!e uni$erse.
Resear(! /et!odolo% (an be defined asN
*!e anal%sis of t!e prin(iples of met!ods& rules& and postulates emplo%ed b% a dis(iplineR
*!e s%stemati( stud% of met!ods t!at are& (an be& or !a$e been applied -it!in a dis(ipline
or
A parti(ular pro(edure or set of pro(edures.
91)1- Popu"!tion
*!e main emp!asis of t!e stud% -as on t!e (ustomers of /G: 6%undai in Ne- 'el!i.
91)1) S!mp"e De(i&n
/ar0etin resear(! (an (lassif% in one of t!ree (ateoriesN
E3plorator% resear(!
'es(ripti$e resear(!
7ausal resear(!
*!ese (lassifi(ations are made a((ordin to t!e ob+e(ti$e of t!e resear(!. "n some (ases
t!e resear(! -ill fall into one of t!ese (ateories& but in ot!er (ases different p!ases of
t!e same resear(! pro+e(t -ill fall into different (ateories.
E<p"or!tor/ re(e!rc$ !as t!e oal of formulatin problems more pre(isel%& (larif%in
(on(epts& at!erin e3planations& ainin insi!t& eliminatin impra(ti(al ideas& and
formin !%pot!eses. E3plorator% resear(! (an be performed usin a literature sear(!&
sur$e%in (ertain people about t!eir e3perien(es& fo(us roups& and (ase studies. I!en
sur$e%in people& e3plorator% resear(! studies -ould not tr% to a(,uire a representati$e
sample& but rat!er& see0 to inter$ie- t!ose -!o are 0no-ledeable and -!o mi!t be able
to pro$ide insi!t (on(ernin t!e relations!ip amon $ariables. 7ase studies (an in(lude
(ontrastin situations or ben(!mar0in aainst an orani@ation 0no-n for its e3(ellen(e.
E3plorator% resear(! ma% de$elop !%pot!eses& but it does not see0 to test t!em.
E3plorator% resear(! is (!ara(teri@ed b% its fle3ibilit%.
A De(cripti=e re(e!rc$ is more riid t!an e3plorator% resear(! and see0s to des(ribe
users of a produ(t& determine t!e proportion of t!e population t!at uses a produ(t& or
predi(t future demand for a produ(t. As opposed to e3plorator% resear(!& des(ripti$e
resear(! s!ould define ,uestions& people sur$e%ed& and t!e met!od of anal%sis prior to
beinnin data (olle(tion. "n ot!er -ords& t!e -!o&
-!at& -!ere& -!en& -!%& and !o- aspe(ts of t!e resear(! s!ould be defined. Su(!
preparation allo-s one t!e opportunit% to ma0e an% re,uired (!anes before t!e (ostl%
pro(ess of data (olle(tion !as beun.
*!ere are t-o basi( t%pes of des(ripti$e resear(!N lonitudinal studies and (ross?se(tional
studies. ;onitudinal studies are time series anal%ses t!at ma0e repeated measurements of
t!e same indi$iduals& t!us allo-in one to monitor be!a$ior su(! as brand?s-it(!in.
6o-e$er& lonitudinal studies are not ne(essaril% representati$e sin(e man% people ma%
refuse to parti(ipate be(ause of t!e (ommitment re,uired. 7ross?se(tional studies sample
t!e population to ma0e measurements at a spe(ifi( point in time. A spe(ial t%pe of (ross?
se(tional anal%sis is a (o!ort anal%sis& -!i(! tra(0s an areate of indi$iduals -!o
e3perien(e t!e same e$ent -it!in t!e same time inter$al o$er time. 7o!ort anal%ses are
useful for lon?term fore(astin of produ(t demand.
A C!u(!" re(e!rc$ see0s to find (ause and effe(t relations!ips bet-een $ariables. "t
a((omplis!es t!is oal t!rou! laborator% and field e3periments.
*!e resear(! asso(iated to m% pro+e(t is E6PLORATORY RESEARCH.
91)19 S!mp"e Si8e
6o- man% people s!ould be sur$e%edP ;are samples i$e more reliable results t!an
small samples. 6o-e$er& it is not ne(essar% to sample t!e entire taret population or e$en
a substantial portion to a(!ie$e reliable results.
Samples of less t!an 1 per(ent of a population (an often pro$ide ood reliabilit% i$en a
(redible samplin pro(edure.
A cu(tomer,b!(e (ur=e/ %!( conucte in %$ic$ -** peop"e %ere !(?e to #i"" t$e
Bue(tionn!ire1
91)14 Source( o# In#orm!tion
Primar% Sour(es
Se(ondar% Sour(es
Prim!r/ Re(ource(
Primar% sour(e& <also (alled oriinal sour(e=& is a term used in a number of dis(iplines to
des(ribe sour(e material t!at is (losest to t!e person& information& period& or idea bein
studied.
Secon!r/ Source(
"n librar% and information s(ien(e& !istoriorap!% and ot!er areas of s(!olars!ip& a
se(ondar% sour(e is a do(ument or re(ordin t!at relates or dis(usses information
oriinall% presented else-!ere. A se(ondar% sour(e (ontrasts -it! a primar% sour(e&
-!i(! is an oriinal sour(e of t!e information bein dis(ussed. Se(ondar% sour(es
in$ol$e enerali@ation& anal%sis& s%nt!esis& interpretation& or e$aluation of t!e oriinal
information.
91)1: D!t! Co""ection Too"
Prim!r/ Source(
Buestionnaire O *o anal%@e bu%in be!a$ior and in order to ain an insi!t into t!e bu%er
need?satisfa(tion le$el& a ,uestionnaire -as formulated and administered amon 79
people.
919 LIMITATIONS OF THE STUDY
*!e sample si@e is limited to 100 of respondent.
.e(ause t!e information (olle(ted from t!e (ustomers b% meetin t!em at t!eir
-or0in pla(es& (ompan% ser$i(e (enters& t!e information e3tra(ted -ould not be
suffi(ient from t!e respondents.
*!e opinion no- about 6%undai ma% not be t!e same after some da%s be(ause of
ne- entrants.
*!e stud% is (ondu(ted for a period of 2 mont!s.
/easurement of (ustomer satisfa(tion is a (omple3 sub+e(t& -!i(! uses non?
ob+e(ti$es met!od& -!i(! is unreliable.
CHAPTER 4
Finin&( !n An!"/(i(
I1 ANALYSIS OF HYUNDAI CAR OCNERS AT MGF ON THE
'ASIS OF THEIR AGE GROUP1
A&e Group Re(ponent(
#pto 24 Hears 10
2)?94 Hears 24
9)?44 %ears 90
4)?)0 20
)0 and abo$e 14
Tot!" -**
10
25
30
20
15
0
5
10
15
20
25
30
Respondents
Upto 25 Years
26-35 Years
36-45 years
46-60
60 and above
ANALYSIS.
*!e ma3imum bu%ers of 6%undai (ars as per t!e sur$e% s!o-s t!at t!e (ustomers from
t!e ae roup of 24?94 and 9)?44.*!e people from ae roup belo- 24 and abo$e )0 are
less bu%ers of t!e $e!i(le
II HANDLING OF DUERIES AT THE TIME OF DILE7ERY
86%
14%
YES
NO
ANALYSIS.
/ost of t!e (ustomers& about 8)5& -ere satisfied -it! t!e !andlin of t!e ,ueries -!ile
145 -ere dissatisfied -it! t!em.
87%
13%
YES
NO
III1 INTERIOR OF THE CAR CLEAN AND UNDAMAGED AT TIME
OF DELI7ERY1
ANALYSIS.
875 of t!e (ustomers found (ar (lean and undamaed at t!e time of deli$er% -!ile 195
found t!e (ar to be dirt% or damaed.
YES
60%
NO
40%
I71 FAST E EASY AND CLEARLY E6PLAINED PAPERCOR31
ANALYSIS.
)05 of t!e (ustomers sur$e%ed found t!e paper-or0 to be fast eas% and (learl% e3plained
-!ile 405 found t!e paper-or0 as dela%ed and diffi(ult.
85
15
0
20
40
60
80
100
YES
NO
71 ON TIME CAR DELI7ERY CITHALL COMMITMENTS
FULFILLEDE

ANALYSIS.
845 people re(ei$ed t!e (ar on time -it! all (ommitments fulfilled -!ile 145 did not
et t!e (ar on time.
!ER"E
25%
E#E$$EN%
15% &'
7%
"OO'
53%
7I1 3NOCLEDGE AND 'EHA7IOUR OF SALES CONSULTANT
ANALYSIS.
I!ile 145 (ustomers t!ou!t t!at t!e 0no-lede and be!a$ior of t!e sales (onsultant
-as e3(ellent onl% 75 t!ou!t t!e% -ere bad. 495 (onsidered t!em ood -!ile 245
rated t!em as a$erae.
7II1 E6PLANATION OF CAR FEATURESE CARRANTY AND
SER7ICE SCHEDULE1
8
15
52
22
0
10
20
30
40
50
60
&' !ER"E "OO' E(#E$$EN%
6%
24%
55%
15%
&'
!ER"E
"OO'
E(#E$$EN%
ANALYSIS.
225 (ustomers t!ou!t t!at t!e (ar features -arrant% and ser$i(e s(!edule -as
e3(ellentl% e3plained -!ile 85 (ustomers -it! dissatisfied. 425 (onsidered t!em ood
-!ile 145 rated t!em as a$erae.
7III1 NEC CAR DELI7ERY E6PIRIENCE1
I61 POST SALES FOLLOC UP DONE REGULARLY1
&'
4%
E(#E$$EN%
10%
"OO'
66%
!ER"E
61 RESPONSE TO COMPLAINTS DUIC3LY1
5
13
65
17
0
10
20
30
40
50
60
70
&' !ER"E "OO' E(#E$$EN%
6I1 O7ERALL E6PIRIENCE AT MGF HYUNDAI
!ER"E
8%
E(#E$$EN%
32%
&'
5%
"OO'
55%

SCOT ANALYSIS
Stren&t$(.
7on$enient pla(e.
7!ane of enuine spare parts.
;are spa(e
Bualit% ser$i(e.
.etter after sales ser$i(e.
Attendin (omplaints promptl%.
/aintainin (ustomer relations!ip.
/ore sales promotional a(ti$ities.
Ce!?ne((e(.
*!in me(!ani( for(e
Iea0 (ompetiti$e strateies.
;a(0 of latest te(!nolo%
6i! maintenan(e (ost.
'ela% in ser$i(e
Opportunitie(.
Establis!ed brand name.
"n(reased pur(!asin po-er of "ndian 7onsumer.
Gro-in demand
;aun(! of ne- produ(ts li0e i?90 in t!e pipeline.
T$re!t(.
"n(reased (ompetition.
;oss in mar0et s!are.
;a(0 of latest mar0et information.
CHAPTER :
Conc"u(ion
CONCLUSION
:rom t!e findins and anal%sis it is (lear t!at 6%undai 7ar is !i!l% preferred -!en
(ompared to t!e ot!er brands of (ar in t!e same sement.
Iit! t!e anal%sis t!rou! t!e sur$e% (ondu(ted for a period of 2 mont!s in 'el!i on t!e
(onsumer satisfa(tion of /f 6%undai 7ar 'ealer& t!e findins and anal%sis s!o-s t!at
805 of t!e (onsumers are !app% -it! t!e dealer and also sales ser$i(e and rest 205 of
t!em sa%s t!at t!e% are dissatisfied.
Sin(e ea(! (ustomer is li0e an asset for an orani@ation t!e (ompan% s!ould tr% to
impro$e in t!e area of dissatisfa(tion.
Ie 0no- t!at ettin ne- (ustomer is double t!e (ost of retainin t!e old (ustomer so
t!e (ompan% s!ould fo(us on retainin t!e old (ustomers -!om a in t!e future pur(!ase
t!e produ(t or re(ommend ot!ers to pur(!ase t!e produ(t. *!us t!e% !elp dire(tl% or
indire(tl% for t!e produ(t sale.
7!ane is t!e onl% t!in0 to retain and attra(t t!e (ustomers so t!e (ompan% s!ould
identif% t!e needs and dr% to fulfill t!em.
CHAPTER ;
Recommen!tion(
RECOMMENDATIONS
/f 6%undai s!ould adopt defensi$e mar0etin strate% be(ause as bein one of t!e
larest (ar dealer in del!i mar0et.
6%undai must adapt ne- te(!nolo% and train t!eir emplo%ees.
6%undai s!ould adopt an offensi$e mar0etin strate% for attra(tin (ustomers.
.etter relations!ip -it! (ustomers
"ndia is 11t! larest passener (ar mar0et in t!e -orld. "ndia is t!e se(ond?biest mar0et
for small (ars after Gapan. "t a((ounts for )0 per(ent of t!e domesti( mar0et. /f !%undai
must ban0 upon t!is aspe(t.
ANNE6URES
Anne<ure I F Due(tionn!ire
Anne<ure II F Prouct Mi< o# H/un!i
Anne<ure I
Due(tionn!ire
N!meN SSSSSSSSSSSSSSSSSSSSSSSSSS
Are((N SSSSSSSSSSSSSSSSS...........................
......................................................................................................
Cont!ct NumberN SSSSSSSSSSSSSSSSSSS.......
A&e. SSSSSSSSSSSSSSSSSSSSSSSSSSS
GDue(tionn!ire %i"" be u(e #or !c!emic!""/ on"/1H
DUESTIONS YES NO
-1 Cere !"" /our Buerie( $!n"e urin& t$e e"i=er/I
)1 Cere t$e interior( o# t$e c!r c"e!n !n un!m!&e !t t$e time o#
e"i=er/I
91 C!( t$e p!per %or? #!(t e!(/ !n c"e!r"/ e<p"!ineI
41 C!( t$e c!r e"i=ere on time %it$ !"" t$e commitment( #u"#i""eI
DUESTIONS 'AD A7ERAGE GOOD E6CELLENT
:1 Ho% %!( t$e ?no%"e&e !n
be$!=ior o# (!"e( con(u"t!ntI
;1 Cere t$e c!r #e!ture(E %!rr!nt/
!n (er=ice (c$eu"e proper"/
e<p"!ine to /ouI
51 Ho% %!( t$e Jne% c!r e"i=er/
ceremon/> e<perienceI
+1 Cere t$e po(t (!"e( #o""o% up one
re&u"!r"/I
K1 C!( t$e re(pon(e to /our
comp"!int( Buic?E i# !n/II
T$!n? /ou (o muc$ #or /our time !n (upport1
Anne<ure II
Prouct Mi< o# H/un!i
H/un!i C!r Moe"(
SANTRO
E<,S$o%room Price( #or DELHI
Moe" E<,S$o%room Price( GR(1H
Santro NonA27 <Solid= 274&18)
Santro NonA27 </etalli(= 277&)88
Santro G; <Solid= 940&871
Santro G; </etalli(= 944&9)4
Santro G;S <Solid= 9)1&448
Santro G;S </etalli(= 9)4&844
Santro G;S Audio <Solid= 9)8&228
Santro G;S Audio </etalli(= 972&72)
I -*
E<,S$o%room Price( #or DELHI Moe" E< ($o%room price( GR(H
i -* -1- IRDE
'?;ite <Solid= 947&)44
Era </etalli(= 987&204
/ana <Solid= 988&084
i-* -1)L 3!pp!
/ana <Solid= 411&814
Sport@ G;S</etalli(= 449&240
/ana A*<Solid= 448&217
Asta A* IS G;S</etalli(= 4)1&481
I )*
E<,S$o%room Price #or DELHI
Moe" GPetro"H E< ($o%room price GR(H
i20 Era <.S "F= 449&894
i20 /ana <.S "F= 489&894
i20 Sport@ Aption <.S "F= 418&804
i20 Sport@ <.S "F= 499&894
i20 Asta <.S "F= 474&498
i20 1.2; Asta <A= -2 Sunroof <.S "F= )20&984
i20 1.4; Asta A* <.S "F= 740&408
i20 1.4; Era <.S "F= 474&100
i20 1.4; /ana <.S "F= )14&088
i20 1.4; Sport@ Aption <.S "F= )40&102
i20 1.4; Sport@ <.S "F= )44&100
i20 1.4 Asta <.S "F= )87&109
ACCENT
E<,S$o%room Price( #or DELHI
Moe" E<,S$o%room Price( GR(1H
A((ent EME7#*"FE 488&800
A((ent EME7#*"FE ? ;PG 49)&)88
7ERNA
E<,S$o%room Price #or DELHI
Moe" E<,S$o%room Price GR(1H
Ferna 1.) F*F* <.S "F= )47&9)4
Ferna 1.) F*F* I"*6 A#'"A <.S "F= )74&804
Ferna 1.) SM F*F* <.S "F= 741&8)8
Ferna 1.4 7R'i FG* <.S "F= 788&940
Ferna 1.4 7R'i FG* I"*6 A#'"A <.S "F= 807&881
Ferna 1.4 SM 7R'i FG* <.S "F= 848&)27
Ferna 1.4 SM 7R'i FG* A* <.S "F= 829&019
SONATA
E<,S$o%room Price( #or DELHI
Moe" E<,S$o%room Price( GR(1H
Sonata 2.4 /* :; -it! ) Air .a 1&4)9&478
Sonata 7R'i </*= Iit! ) Air .a 1&)12&900
Sonata 7R'i <A*= Iit! ) Air .a 1&719&884
'I'LIOGRAPHY
'ib"io&r!p$/
-H 'oo?(
Kot!ari& 7.R. Resear(! /et!odolo%& 9
rd
edition& 1887& Fi0as Publis!in 6ouse P$t.
;td.& Ne- 'el!i.
Kotler& P!ilip /ar0etin /anaement& 19
t!
edition& 2008& 'orlin Kindersle% <"ndia= P$t.
;td.& Sout! Asia.
Fars!ne% 1 GuptaR /ar0etin /anaement& Sultan 7!and 1 Sons& 2004.
Gupta& S.;.& /ar0etin Resear(!& E3(el .oo0s& 2004.
Kotler 1 ArmstronR Prin(iples of /ar0etin /anaement& Prenti(e !all "ndia& 2009.
Aa0erR /ar0etin Resear(!& Go!n Iille% 1 Sons& 2001.
)H Ne%(p!per(
*imes of "ndia& 04204208& Ne- 'el!i
*imes of "ndia& 0)20)208& Ne- 'el!i
9H Ceb(ite(
!ttpN22---.n%times.(om220042082042business2lobal?ro-t!?i$es?6%undai?28?rise?in?
profit.!tml
!ttpN22mone%.(nn.(om2maa@ines2fortune2fortuneTar(!i$e22007209218284029242inde3.!tm
!ttpN22---.automobile.(om2industr%?report?6%undai?plans?for?!%brid?alternati$e?in?
100?per(ent?of?models?in?future.!tml