CONSUMERS PERSECPTION

ON
HYUNDAI I10

SUBMITTED BY-
VIKASH SHARMA
PGDM 4TH TRI
 COMPANY PROFILE

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai

Motor Company (HMC). HMIL is the second largest car manufacturer and the
number one car exporter since inception in India. It currently has nine car models
across segments – SANTRO, GRAND i10, ELITE i20, ACTIVE i20, XCENT,
VERNA, ELANTRA, CRETA & TUCSON. HMIL’s fully integrated state-of-
the-art manufacturing plant near Chennai boasts advanced production, quality
and testing capabilities.

HMIL forms a critical part of HMC’s global export hub. It currently exports to
around 88 countries across Africa, Middle East, Latin America, Australia and
Asia Pacific. To support its growth and expansion plans, HMIL currently has
493 dealers and more than 1,309 service points across India. In its commitment
to provide customers with cutting-edge global technology, Hyundai has a
modern multi-million dollar R&D facility in Hyderabad. The R&D centre
endeavours to be a center of excellence in automobile engineering .

Mr. Seon Seob Kim is the MD & CEO of Hyundai Motor India Ltd since Dec 1,
2018. He joined Hyundai Motor Company in January 1992.

A keen strategist with 27 years of diversified Global experience Mr S S Kim has

worked in different markets of Hyundai Motor Company. Prior to Hyundai
Motor India, he was Head of Business Operations Strategy Division of Hyundai
Motor Company headquarters in Seoul.

With Thought Leadership and Analytical perspective, Mr. Kim has led many
global roles for successful implementation of long-term strategies of Corporate
Planning, Business Operations & Strategy Planning, Procurement and Audit
Division including marketing operations at Hyundai Motor America.
 HYUNDAI I10

The first generation i10 had its world premiere on 31 October 2007, in New Delhi,
India. It is produced in India at Hyundai's Chennai plant for the domestic and
export markets.

In Europe, it has four different versions: Classic, Style, Comfort and Eco Blue
Version, with a smaller 1.0 liter engine. All versions come with front electric
windows, ABS, air conditioning and an RDS radio/CD player.

Hyundai started development of the i10 to replace the Hyundai Atos, also known
as the Santro. The development for the concept was codenamed Hyundai PA. The
car was targeted primarily at the Indian market and intended for production in
India, given the popularity of hatchback subcompacts in the country.

The i10 has a large gaping air dam, pulled-back headlamps, chrome lined grille,
integrated clear lens fog lamps, a hood that has a clam shell hint and a rear window
with an up swept kink.

The tailgate has a chrome lined boot release handle, and an integrated roof spoiler
on the top end versions

Overall length (3,565 mm) and wheelbase (2,380 mm) are identical to the Santro
with slightly more interior space; Ergonomic design was intended to accommodate
tall drivers and increasing rear knee room. The width has been increased (and front
and rear track) by 70 mm (2.8 in) for more shoulder room. The height has been
reduced by 40 mm (1.6 in). Boot space at 225 litres (7.9 cu ft) is significantly
lower than that of Getz.
 THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two which

are as follows:

Primary Objective:

 To analyse brand loyalty of customers towards the company’s products range

Secondary Objective:

 Analyse consumer satisfaction and sales promotion of Hyundai for different

cars.

 Analyse the after sales service provided by company

 SALES PROMOTION
Marketing

Key concepts

Product / Pricing / Promotion

Distribution / Service / Retail

Brand management

Account-based marketing

Marketing ethics

Marketing effectiveness

Market research

Market segmentation

Marketing strategy

Marketing management

Market dominance

Promotional content

Advertising / Branding

Direct marketing / Personal Sales

 Product placement / Public relations

Publicity / Sales promotion

Sex in advertising / Underwriting

Promotional media

Printing / Publication / Broadcasting

Out-of-home / Internet marketing

Point of sale / Novelty items

Digital marketing / In-game

Word of mouth

Sales promotion is one of the four aspects of promotional mix. (The other three

parts of the promotional mix are advertising, personal selling, and publicity/public

relations.) Media and non-media marketing communication are employed for a

pre-determined, limited time to increase consumer demand, stimulate market

demand or improve product availability.

RESEARCH METHOD
 THE SAMPLE SIZE

The sample size consists of 20 units out of which the most logical and
non biased response are selected thus the sample size is taken out to be
20 units.
Whom so ever I meet they all are supportive and given there time to me
and provided the data about Hyundai i10.
My sample size is 20 units and all the customers are supportive.
 ANALYSIS

1. Comfort of Hyundai i10

No. of respondents
excellent 18
good 2
Cant say 0

good
10%

excellent
90%
 2. Milease of Hyundai i10

No. of respondents
Excellent 15
Good 5
Cant say 0

good
25%

excellent
75%
3. Maintainance of Hyundai i10

No. of respondents
excellent 5
good 15
Cant say 0

excellent
25%

good
75%
4. Safety on Hyundai i10

No. of respondent
Excellent 13
Good 7
Cant say 0

cant say
0%

good
35%

excellent
65%
5. After the test drive how much comfort feel by the customers

No. of respondent
Excellent 10
Good 9
Average 1
poor 0

Sales
average
poor
5%
0%

excellent
50%
good
45%
6. Delivery time offered by Hyundai

No. of respondent
1 week 10
1-2 week 8
2-3 week 2
1 month 0

Column1
1 month
2-3 week 0%
10%

1 week
1-3 week 50%
40%
7. Customers satisfy with Hyundai services

No of respondents
Very satisfactory 16
Satisfactory 4
Average 0
poor 0

Sales
average poor
0% 0%

satis
20%

very satis
80%
8. Do you prefer to buy Hyundai i10

No. of repondents
Yes 19
No 1

Sales

no
5%

yes
95%
10.Do you think Hyundai i10 is capable to attract today’s generation.
No. of respondent
Yes 19
no 1

yes
no