Vol 4 Issue 10 April 2015 ISSN No :2231-5063

ORIGINAL ARTICLE
International Multidisciplinary
Research Journal

Golden Research
Thoughts
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Dr.Tukaram Narayan Shinde

Associate Editor
Publisher Dr.Rajani Dalvi
Mrs.Laxmi Ashok Yakkaldevi

Honorary
Mr.Ashok Yakkaldevi
 Welcome to GRT
RNI MAHMUL/2011/38595 ISSN No.2231-5063
Golden Research Thoughts Journal is a multidisciplinary research journal, published monthly in English,
Hindi & Marathi Language. All research papers submitted to the journal will be double - blind peer reviewed
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International Advisory Board

Flávio de São Pedro Filho Mohammad Hailat Hasan Baktir
Federal University of Rondonia, Brazil Dept. of Mathematical Sciences, English Language and Literature
University of South Carolina Aiken Department, Kayseri
Kamani Perera
Regional Center For Strategic Studies, Sri Abdullah Sabbagh Ghayoor Abbas Chotana
Lanka Engineering Studies, Sydney Dept of Chemistry, Lahore University of
Management Sciences[PK]
Janaki Sinnasamy Ecaterina Patrascu
Librarian, University of Malaya Spiru Haret University, Bucharest Anna Maria Constantinovici
AL. I. Cuza University, Romania
Romona Mihaila Loredana Bosca
Spiru Haret University, Romania Spiru Haret University, Romania Ilie Pintea,
Spiru Haret University, Romania
Delia Serbescu Fabricio Moraes de Almeida
Spiru Haret University, Bucharest, Federal University of Rondonia, Brazil Xiaohua Yang
Romania PhD, USA
George - Calin SERITAN
Anurag Misra Faculty of Philosophy and Socio-Political ......More
DBS College, Kanpur Sciences Al. I. Cuza University, Iasi

Titus PopPhD, Partium Christian

University, Oradea,Romania

Editorial Board
Pratap Vyamktrao Naikwade Iresh Swami Rajendra Shendge
ASP College Devrukh,Ratnagiri,MS India Ex - VC. Solapur University, Solapur Director, B.C.U.D. Solapur University,
Solapur
R. R. Patil N.S. Dhaygude
Head Geology Department Solapur Ex. Prin. Dayanand College, Solapur R. R. Yalikar
University,Solapur Director Managment Institute, Solapur
Narendra Kadu
Rama Bhosale Jt. Director Higher Education, Pune Umesh Rajderkar
Prin. and Jt. Director Higher Education, Head Humanities & Social Science
Panvel K. M. Bhandarkar YCMOU,Nashik
Praful Patel College of Education, Gondia
Salve R. N. S. R. Pandya
Department of Sociology, Shivaji Sonal Singh Head Education Dept. Mumbai University,
University,Kolhapur Vikram University, Ujjain Mumbai

Govind P. Shinde G. P. Patankar Alka Darshan Shrivastava

Bharati Vidyapeeth School of Distance S. D. M. Degree College, Honavar, Karnataka Shaskiya Snatkottar Mahavidyalaya, Dhar
Education Center, Navi Mumbai
Maj. S. Bakhtiar Choudhary Rahul Shriram Sudke
Chakane Sanjay Dnyaneshwar Director,Hyderabad AP India. Devi Ahilya Vishwavidyalaya, Indore
Arts, Science & Commerce College,
Indapur, Pune S.Parvathi Devi S.KANNAN
Ph.D.-University of Allahabad Annamalai University,TN
Awadhesh Kumar Shirotriya
Secretary,Play India Play,Meerut(U.P.) Sonal Singh, Satish Kumar Kalhotra
Vikram University, Ujjain Maulana Azad National Urdu University
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 Golden Research Thoughts ISSN 2231-5063 Impact Factor : 3.4052(UIF)
Volume-4 | Issue-10 | April-2015 Available online at www.aygrt.isrj.org

A STUDY ON CUSTOMER SATISFACTION TOWARDS HYUNDAI

CARS WITH SPECIAL REFERENCE TO KRISHNAGIRI DISTRICT

J. Senthil Velmurugan
Assistant Professor, Periyar Institute of Management Studies, Periyar University Salem.

Short Profile

J. Senthil Velmurugan is working as an Assistant Professor at Periyar Institute of Management

Studies in Periyar University Salem.

Co-Author Details :

S. Tasnim
M. Phil Research Scholar, Periyar Institute of Management Studies, Periyar University Salem.

ABSTRACT:
As Hyundai company is one of the
reputed automobile companies in
India. Most of the companies are
finding many ways to satisfy the
customers to overcome the
competitor’s product. Companies
are using one of the methods
‘customer satisfaction survey’ and
getting opinion from the
respondent. So that the study is
conducted to know how much level
the customers are satisfying
towards Hyundai cars in Krishnagiri
city. The survey was conducted by
collection of data from various
customers and consumers. The respondents those who are buying and using this brand are mostly
satisfied. Currently, people are interested to buy luxuries cars to meet their necessities. The objective of
the survey is to identify the customer expectations and giving the best quality, service, reliability as well
as price through some changes.

KEYWORDS
Customer satisfaction, Hyundai motors and post sales service.

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A STUDY ON CUSTOMER SATISFACTION TOWARDS HYUNDAI CARS WITH SPECIAL REFERENCE TO KRISHNAGIRI DISTRICT

INTRODUCTION

Customer satisfaction survey is essential for business to success today’s market place. Customer
satisfaction is an abstract concept and involves such factors as the quality of the product, the quality of
service provided, the atmosphere of the location where the product or service is purchased and the
price of the product or service. It is important because it provides marketers and business owners with a
metric that they can use to manage and improve their business.

DEFINITION:

Customer satisfaction measures how well the expectations of a customer concerning a product
or service provided by your company have been met.

AUTOMOBILE INDUSTRY IN INDIA

HYUNDAI MOTOR COMPANY

Established in 1967, Hyundai motor co. has grown into the Hyundai Motor Group, which was
ranked as the world’s fifth largest auto maker since 2007 and includes over two dozen auto related
subsidiaries and affiliates. Hyundai Motor, which exported its first independently made high quality
vehicles ranging from sedans, SUVs, trucks and buses.
In 2010, Hyundai Motor sold about 3.6 million cars worldwide, up 16.3 % from 2009.
Hyundai Motor, South Korea’s largest automaker, sold 659,565 cars in the Korean domestic
market in 2010, reaching a market share of about 45 %. Outside Korea, the company sold about 2.9
million cars 2010 in over 186 countries through some 5,300 dealers.
INTRODUCION OF HIMMAVASINI HYUNDAI

Himmavasini Himmavasini achieved “National sales customer satisfaction Award” within a year
of establishment.
We market and service Hyundai Motors’ ever-popular Sonata, Santro, i20, i10, Eon, Santa fe,
Verna and Accent. – India’s first performance our sales and service outlets at Hosur, Dharmapuri and
Krishnagiri. We are the proud owners as well as prospective buyers.
Our sales team is made up of dedicated showroom and field executives who are professionally trained
by Hyundai Motors India Ltd, they are adept at guiding the customer through the entire sales process
right from assisting in choice of model, color and features up to lending a helping hand in arranging
finance at competitive rates.

STATEMENT OF THE PROBLEM

The study is taken from the point of view of customer’s preference on Hyundai cars. The
company is giving verity of model, style, color, luxury, feeling comfort, service and quality.

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A STUDY ON CUSTOMER SATISFACTION TOWARDS HYUNDAI CARS WITH SPECIAL REFERENCE TO KRISHNAGIRI DISTRICT

OBJECTIVES OF THE STUDY:

1.To study the purpose of satisfaction level about services of Hyundai cars in Krishnagiri city.
2.To study the customers opinion regarding the models and performance of Hyundai cars.
3.To identify the level of brand loyalty of the customer.
4. To offer suggestions from the findings of the study.

METHODOLOGY

The study is based on primary and secondary data. Primary data has been collected though the
questionnaires of selected sample respondents. The secondary data has been collected from various
resources like magazines, journals, news papers, libraries, and websites and so on.

STATISTICAL TOOLS

The following tools were used to analyse the data percentage analysis, weighted average,
ranking, chi square. Statistical tests are conducted at 5 percent level of significance.
SAMPLING TECHNIQUES

Convenience sampling is used in this study and the sample size is 100. The data collected from
the respondent who is using this brand particularly Krishnagiri city.
REVIEW OF LITERATURE

Srinivas KT (2013) has conducted A study on Customer satisfaction with respect to Hyundai i20,
he found that most of the customers having good experience of shopping Hyundai motors and they feel
comfort. It suggest most of the customers do not know technically hence they need more explanation
about the product, so that they may feel good.
N. Prasanna Kumar (2014) has conducted A study on Consumer satisfaction on Hyundai Cars and
he found that majority of male respondents are using small cars comparatively female respondents for
their personal use. They were suggested that price is reasonable and it need more post purchase
service.
M. Ganesan, Soundarapandiyan (2011) has conducted A Study i10 Hyundai cars Chennai
customers’ satisfaction level and found that most of the youngsters are using this product and feeling
stylish, comfort, brand image, pickup., and customers are much satisfied with after sales and service.
PERCENTAGE ANALYSIS
TABLE-1
AGE OF THE RESPONDENTS

Age No. of Respondent Percentage

Up to 30 years 15 15
31 – 40 years 32 32
41 – 50 years 28 28
Above 50 years 25 25
TOTAL 100 100

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A STUDY ON CUSTOMER SATISFACTION TOWARDS HYUNDAI CARS WITH SPECIAL REFERENCE TO KRISHNAGIRI DISTRICT

INFERENCE: The above table shows that 15 %age of the respondents are in the age group of up to 30
years, 32 % of the respondents are in the age group of 31-40 years, 28 % of the respondents are in the
age group of 41-50 years and 25 % of the respondents are in the age group of above 50 years. It is
concluded majority of the respondents are in the age group of 31-40 years.

TABLE-2
GENDER OF THE RESPONDENTS

Gender No. of Respondent Percentage

Male 85 85
Female 15 15
TOTAL 100 100

INFERENCE: The above table shows that 85 % of the respondents are male and 15 % of respondents are
female. Majority of the respondents are from male respondents.
TABLE-3
OCCUPATION OF THE RESPONDENTS

Occupation No. of Respondents Percentage

Students 5 5
Professional 30 30
Business 40 40
Govt. Employee 7 7
Pvt. Employee 18 18
TOTAL 100 100
INFERENCE: The above table shows clear 5 % of respondents are students, 30% of respondents are from
professional, 40 % of respondents are business, 7 % of respondents are govt. employees and 18 % of
respondents are pvt. Employees. Majority showing 40 % of respondents from business.

TABLE-4
INCOME LEVEL OF THE RESPONDENTS

Income No. of Respondents Percentage

Less than 3,00,000 15 15
3,00,000 to 6,00,000 40 40
More than 6,00,000 45 45
TOTAL 100 100

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A STUDY ON CUSTOMER SATISFACTION TOWARDS HYUNDAI CARS WITH SPECIAL REFERENCE TO KRISHNAGIRI DISTRICT

INFERENCE: The table is clear 15 % of respondents income are less than 3,00,000, 40 % of respondents
income are 3,00,000 to 6,00,000 and 45 % of respondents income are above 6,00,000. It concludes 45 %
of respondent’s incomes are more than 6, 00,000.
TABLE-5
RELATIONSHIP BETWEEN AGE AND PURPOSE OF USING CAR

Purpose of using
Car
Personal Business
Age use use Social status Others Total
Up to 30 years 3 6 5 1 15
31 – 40 years 6 14 7 5 32
41 – 50 years 10 7 9 2 28
Above 50 years 5 9 6 5 25
TOTAL 24 36 27 13 100
INFERENCE: The above table shows that relationship between age and purpose of using car. 24
respondents are belongs to the age group up to 30 years and the purpose of using PERSONAL, 36
respondents are belongs to the age group 31-40 years and the purpose of using Business, 27
respondents are belongs to the age group 41-50 years and the purpose of using Social status and 13
respondents are belongs to the age group above 50 years and using other purpose. It concludes 32
respondents are belongs to the age group of 31-40 years.

Calculated Degrees of Table Value Accepted/rejected Level of

Value freedom significance
6.98 (r-1) (c -1) 16.92 Accepted 5%
(4 -1) (4 -1) = 9

The calculated value is (6.98) less than table value, hence accept null hypothesis.
FINDINGS

1.Majority of the respondents are in the age group of 31-40 years.

2.Majority of the respondents are from male respondents.
3.Majority showing 40 % of respondents from business.
4.It concludes 45 % of respondent’s incomes are more than 6, 00,000.
5.32 respondents are belongs to the age group of 31-40 years.
6.The calculated value is (6.98) less than table value, hence accept null hypothesis.

CONCLUSION

In this pressurised market, every company are producing the product for the benefit of
customers as well as owners. The following conclusion are drawn from the study, management should
satisfy customers and employee by giving incentives and promotions. The customers are satisfied with
brand image, after sales service, comfort, stylish etc., they are happy with this product and
recommended others to buy.

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A STUDY ON CUSTOMER SATISFACTION TOWARDS HYUNDAI CARS WITH SPECIAL REFERENCE TO KRISHNAGIRI DISTRICT

REFERENCE

1. Philip Kotler, Principles of Marketting, Sultan Chand and Company Ltd., New Delhi, 2002.
2. C.R. Kothari, Research Methodology, Wishwa Prakashan, New Delhi, 1985 (Reprint 2003)
3. Dr. Anitha Thimmaiah (2013), “Product and Brand Building Strategies – A Study of Hyundai Motors”.
4. Mrs.K. Vidhyakala (2014), “A Study on Factors influencing the Customers To Prefer Hyundai i10 Car in
Coimbatore City”.
5. N. Prasanna Kumar (2014), “ A Study on Consumer Satisfaction of Hyundai Car Users with Special
Reference to Vijayawada City”.
6. Srinivas KT (2013), “The Study on Customer Satisfaction with Respect to Hyundai Motor Cars i20 in
Bangalore City”.
7. M. Ganesan and K. Soundarapandiyan, “i10 Hyundai Chennai Customers – Satisfaction level”.
8. www.hyundai.co.in
9. www.google.com

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