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TITLE:

A STUDY ON BRAND AWARENESS OF SANTRO CAR WITH


REFERENCE TO CHANDRA HYUNDAI
OBJECTIVES OF THE STUDY:
1.
2.
3.
4.
5.
6.

To find out the brand awareness of santro car with reference to Chandra Hyundai.
To find out the factors that influence to purchase the brand.
To find out the level of satisfaction of Hyundai santro.
To find out the market potential for Hyundai santro car.
To know how maintain and improve brand awareness build brand loyalty.
To offer suggestions to Chandra Hyundai to increase their sales in Coimbatore.

RESEARCH METHODOLOGY:
Research methodology is way to systematically solve the research problem. The
systematic methods includes framing questionnaire determine the sample size, collecting datas
and at last analyzing the datas to find a solution to the research problem.

RESEARCH DESIGN:
The research design adopted for the study is descriptive analysis. The study on Brand
awareness of santro car with reference to Chandra Hyundai is a descriptive type of study which
means it describes the state of affairs as it exists at present. the main characteristic of this method
is that we can have no control over the variables and can report only what happened or what is
happening. The study attempts to discover causes even when they cannot control the variables.

NATURE OF DATA:
Primary data collected by means of questionnaire was analyzed.
Secondary data collected by means of magazines and journals.

METHOD OF DATA COLLECTION:


Questionnaire consisting of questions related to the study was formulated to collect data.

SAMPLING TECHNIQUE:

The sampling technique adopted in the study is convenient sampling technique.

SAMPLE SIZE:
Data from 100 respondents were collected for the study.

TOOLS USED FOR ANALYSIS:


The statistical tools utilized to analyze the data is,
Percentage analysis
Mean analysis

LIMITATIONS OF THE STUDY:


1. Due to time constraint the number of samples was restricted to 100 samples.
2. The study is constrained to Coimbatore city only and hence the findings cannot be
generalized in other areas or cities.

FINDINGS, SUGGESTIONS AND CONCLUSION


5.1 FINDINGS

5.1.1 PERCENTAGE ANALYSIS


The following details can be inferred after analysis with a simple size of 100, which included
customers, by questionnaire method to find out the brand awareness towards Santro with
reference to CHANDRA HYUNDAI AUTOMOBILES PVT LTD.

Out of the 100 respondents male is 87% and female is 13% in gender.
Out of the 100 respondents Majority 52% of respondents are 25-45age.
Majority 27% of respondents are less than 3, 00,000 in income level.
Out of the 100 respondents Majority 38% of respondents are Business in occupation.
Out of the 100 respondents Majority 78% of respondents are 3 to 5 in family size.
Out of the 100 respondents Majority 51% of respondents is necessity in purpose of

purchase santro car.


Out of the 100 respondents Majority 30% of respondents are Brand image in influenced
factors.
Out of the 100 respondents Majority 36% of respondents are advertisements in
influenced factors.
Out of the 100 respondents Majority 38% of respondents are Quality & stylish in
purchase only santro car.
Out of the 100 respondents Majority 42% of respondents are Crystal White in colour.
Out of the 100 respondents Majority 46% of respondents are petrol in fuel option.
Out of the 100 respondents Majority 56% of the people say that Sharukh Khan has the
impact of increase in sales.
Out of the 100 respondents Majority 92% of the people say the Hyundai products give
good value for money.
Out of the 100 respondents Majority 54% of the people are satisfied the pricing of the
santro car.
Out of the 100 respondents Majority 41% of the people are decided to Wagon R is the
highly considerable competitor for santro car.
Out of the 100 respondents Majority 89% of the people say the santro is superior to
competitors cars in the segment.
Out of the 100 respondents Majority 54% of the people are satisfied the status of the
santro car.
Out of the 100 respondents Majority 56% of the people are satisfied the maintenance
cost of the santro car.

Out of the 100 respondents Majority 48% of the people are satisfied the perception of
the santro car.
Out of the 100 respondents Majority 94% of the people say recommend santro to our
friends and relatives.
The promotional strategy of Hyundai is advertisement of which electronic media and
by press media are playing a vital role.
Though the customers are having good awareness levels regarding the programs being
conducted by Hyundai, they are not attending the programs because of various reasons.
Out of the models of Hyundai the most popular brand is Santro because it is possessed
by 45% of the customers.
Most of the customers are aware of educational programs that are being conducted by
Hyundai to the maintenance of the car.
The customers find some problems regarding the mileage of Santro while comparing
with the remaining models.
Most of the customers have bought the car 2 years back.

5.1.2 MEAN ANALYSIS

The average maximum mean of respondents factors influence level of mean is 3.2400
The considerable competitors for santro car is 3.0700
Influenced to buy santro is 3.0700
The average minimum mean of recommend of santro to your friends and relatives is

1.0600
Good value for money is 1.0800
Superior to competitor is 1.1100

5.2SUGGESTIONS
1. Basing on the survey findings and analyzing the attitudes of respondents, the
following suggestions can be given regarding the Brand Awareness towards Santro.
2. The company has to pursue the complaints of the respondents about the performance
of the cars engine. This suggestion has been given basing on the complaints of
customers regarding its problems like low mileage.
3. Transaction and value based loyalty programs can be conducted.
4. Making the Driving seat and Passenger seat more comfortable so that the driver and
passengers could have a comfortable drive.
5. Analyzing the complaints given by many customers regarding uncomfortable seats
has made its suggestion.

5.3 CONCLUSION
I had a very pleasant learning. I got to know about a corporate and its working style of
different departments. This training has helped me get useful insight and understanding of
various automotive products, the market details about them and the benefits provided by them to
the customers. I would like to state that by the experience of this training, the theoretical
knowledge has no meaning without the practical approach. Both theoretical and practical
knowledge serves as the two faces of the same coin. This learning experience is valuable for me
because I got a opportunity to understand the market situations and customer values.
The report has highlighted the importance of providing the brand awareness towards
santro. By developing competitive strategies and by delivering high-class products and services,
popular vehicles and services are able to keep their sales momentum. The report emphasizes the

importance of brand awareness of santro car. Hyundai Motors faces tough competition with
companies like Maruti, Tata Motors, M&M, Fiat, Ford, etc. Despite increase in competition,
Hyundai has managed to put in spectacular performance. The company's sales have witnessed an
uptrend, registering an average growth of 42% in the last three years. Hyundai Motors has
managed to achieve this because its strong brand image and proven product quality underpinned
the performance growth in recent years. All these factors have helped the company to exploit the
growing demand for its cars.
After this project we have a fair knowledge about brand management. This project has
helped us a lot to know about the various aspects concerned with marketing field which people
rarely know about like marketing strategies, promotions activities involved, inventory
management, customer relations, method of advertisement, services etc.
Lastly we would like to thank the management of Chandra Hyundai automobiles pvt ltd
support without which this would not have been possible and successful.
Also we would like to thank our Professor Mrs.B.RAJA RAJESWARI MBA., M.phil,
who gave us this golden opportunity which has proved to be very helpful and will guide us
throughout our career.

APPENDIX
BRAND AWARENESS OF SANTRO CAR WITH REFERENCE
CHANDRA HYUNDAI
(With Reference to Hyundai Santro)
Dear Sir/Madam
I am Mr.Parthipan.S from RVS IMSR Coimbatore doing my management project as a
part of MBA and I kindly request you to spare your valuable time and give your response on the
topic BRAND AWARENESS OF SANTRO CAR WITH REFERENCE CHANDRA
HYUNDAI
QUESTIONNAIRE:

1. NAME OF THE RESPONDENT:


2. GENDER:
Male

Female

3. AGE GROUP:
25-45

45-65

65 & above

4. OCCUPATION:
Business

Professional

Student

Employee

House wife
5. INCOME PER ANNUM:
< Rs. 3,00,000/-

Rs. 3,00,000/- to Rs. 4,00,000/-

Rs. 4,00,000/- to Rs. 5,00,000/-

Rs. 5,00,000/- to Rs. 6,00,000/-

Rs. 6,00,000/- and Above


6. FAMILY SIZE:
1-2

3-5

5& above

7. PURPOSE OF THE PURCHASE OF SANTRO CAR


Utility

Necessity

Status

8. WHAT INFLUENCED TO BUY SANTRO


Styling

Pricing

Brand Image

Performance

Publicity
9. WHO INFLUENCED YOU TO PURCHASE THE SANTRO CAR?
Myself

Family Members

Friends

Relatives

Advertisements

10. WHY DID YOU PURCHASE ONLY SANTRO INSTEAD OF ANY


OTHER SMALL CAR?
Quality & stylish

ease to drive

Safety & security

Comfort & convenience

Technically good
11. WHICH TYPE OF COLOUR WOULD YOU LIKE IN SANTRO?
Crystal White

Sleek Silver

Berry Red

Black Diamond

Others
12. WHICH TYPE OF FUEL OPTION WOULD YOU MORE PREFERE IN SANTRO CAR?
Petrol

LPG

Both

13. DO YOU FEEL THAT BRAND AMBASSADOR SHARUKH KHAN HAS AN IMPACT
ON THE INCREASE IN SALES?
Yes

No

14. DO YOU FEEL THAT HYUNDAI PRODUCTS GIVE GOOD VALUE


FOR MONEY?
Yes

No

15. HOW DO YOU FEEL THE PRICING OF THE SANTRO CAR?


Very Satisfied
Neutral

Satisfied
Dissatisfied

Very Dissatisfied
16. FOR PASSENGER SEGMENT,WHICH IS THE HIGHLY CONSIDERABLE
COMPETITOR FOR SANTRO CAR?
Spark

Zen Estilo

Alto

Wagon R

Others
17. DO YOU FEEL THAT SANTRO IS SUPERIOR TO COMPETITORS

CARS IN THIS SEGMENT?


Yes

No

18. IN TERMS OF NEW DESIGN IN CARS,DO YOU FEEL THE STATUS OF THE
SANTRO CAR?
Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied
19. WHAT DO YOU FEEL ABOUT THE MAINTENANCE COST OF SANTRO CAR?
Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied
20. WHAT IS YOUR PERCEPTION ABOUT SANTRO CAR?
Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied

21. DO YOU RECOMMEND SANTRO TO YOUR FRIENDS AND


RELATIVES?
Yes

No

22. YOUR COMMENTS/SUGGESTIONS IF ANY?


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THANK YOU