Executive Summary

I have selected topic for my project is “A study of Customer

Preference and Satisfaction towards Hyundai” with special reference to
Umaria. I have completed my training at Hyundai Umaria. The objective
of my research is which is/are the most attractive attributes for
purchasing Hyundai; and study the level of satisfaction the same. I have
taken 200 samples for the survey. Type of design is descriptive research
design; data collection throughout questionnaire; and sampling method
for the study is a non-probability convenience sampling.

I personally visited to Hyundai showroom, Umaria for data

collection and there I met Mr. Swapnil Gupta, (Marketing Head), he
guided me throughout the project in context of customer preference and
satisfaction. He briefed me the marketing department and customer
relationship department and the working pattern of the company which
helped a lot to me to frame this project report.

Majority of the customer prefer Hyundai on the basis of price,

mileage, maintenance cost, and engine capacity attributes. More than
50% of the respondents are satisfied with the price and engine capacity.
More no. of respondents has dissatisfied with the resale value and after
sales services of Hyundai. As per survey Hyundai is a 2nd rank.

Obtained data was further processed for analysis in percentage form and
presented tables and graphical presentation as bar and pie charts.
Findings were drawn after and the analysis of the data and in the light of
the findings conclusion and suggestions are made.

0
 INRODUCTION
Customer Preference and Satisfaction

Who is Customer?

A customer (sometimes known as a client, buyer, or purchaser) is the recipient of

a good, service, product, or idea, obtained from a seller, vendor, or supplier for a
monetary or other consideration. Customers are generally categorized into two
types:

 An intermediate customer or trade customer who is a dealer that

purchases goods for re-sale.
 An ultimate customer who does not in turn re-sell the things bought but
either passes them to the consumer or actually is the consumer.

A customer may or may not also be a consumer, but the two notions are distinct,
even though the terms are commonly confused. A customer purchases goods; a
consumer uses them. An ultimate customer may be a consumer as well, but just
as equally may have purchased items for someone else to consume. An
intermediate consumer is not a consumer at all.

What is Preference?

Preference refers to certain characteristics any consumer wants to have in a

good or service to make it preferable to him. This could be the level of happiness,
degree of satisfaction, utility from the product, etc…

Preferences are the main factors that influence consumer demand. Economists
study preferences to perceive the demand for each commodity and the future
implications it may cause.

1
 What is Customer Preference?

Customer preference is used primarily to mean to select an option that has the
greatest anticipated value among a number of options by the consumer in order
to satisfy his/her needs or desires. Preferences indicate choices among neutral
or more valued options available. The preference of the consumer is the result of
their behavior they show during searching, purchasing and disposing the
products.

Consumer preferences are defined as the subjective (individual) tastes, as

measures by utility, of various bundles of goods. They permit the consumer to
rank these bundles of goods according to the level of utility they give the
consumer. Note that preferences are independent of income and pieces. Ability
to purchase goods does not determine a consumer’s likes or dislikes. One can
have a preference for Porsches over Fords but only have the financial means to
drive a Ford.

 Tailor marketing strategies to customer preferences

To make communications relevant, marketers need information about each

customer's preferences and interests. But where do you get this information?
How do you coax customers to give it to you? A well thought-out preference
center can make all the difference across all channels.

First, limit the information requested. Look at your overall marketing strategy and
use that as your guide to decide what data to request. Ask only for the
information you need and you will use to execute your communications strategy.


Don't collect all the information at once. Allow your customers to share only the
data they are comfortable sharing. As you build trust, they'll usually be willing to
share more.


Finally, don't give up. Send periodic follow-ups to customers who haven't
completed their entire profile, and remind them of the advantages of doing so.


2
Once you have the data, make sure you use it. Customers like it when you talk
about what's important to them, so tailor your offers based on their information. It
helps to ask your customers the day of the week and time of day they prefer to
receive your messages.


Gathering information through preference centers is the first step in building a

meaningful dialogue with your customers. By combining preference information
with data you already have, you can create campaigns that are so relevant that
your customers will consider your marketing communications a value-added,
differentiating service.

What is satisfaction?

It is the customer’s perceived performance from a product in relation to the

expectations.

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a
Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become
a key element of business strategy.

The customer is satisfied if the performance matches the expectations; delighted

if the performance exceeds expectations. Marketing aims for total customer
satisfaction by matching product performance with expectations. Fulfillment of
one’s wishes, expectations, or needs, or the pleasure derived from this.

3
What is Customer Satisfaction?

Customer satisfaction measures how well the expectations of a customer

concerning a product or service provided by your company have been met.

Customer satisfaction is an abstract concept and involves such factors as the

quality of the product, the quality of the service provided, the atmosphere of the
location where the product or service is purchased, and the price of the product
or service. Businesses often use customer satisfaction surveys to gauge
customer satisfaction. Typical areas addressed in the surveys include:

 Quality of product
 Value of product relative to price-a function of quality and price.
 Time issues, such as product availability, availability of sales assistance,
time waiting at checkout, and delivery time.
 Atmosphere of store, such as cleanliness, and enjoyable shopping
environment.
 Convenience, such as location, parking, hours of operation.

Every human being is a consumer of different produces. If there is no consumer,

there is no business. Therefore, consumer satisfaction is very important to every
business person. The consumer satisfaction after purchase depends on product
performance in relation to his/her expectations.

Consumer satisfaction or dissatisfaction is the feeling derived by the consumer

when he compares the product's actual performance with the performance that
he expects out of it. Consumers make their expectations from the service quality,
service, delivery, communications, past experiences and references. These all
are to be judged correctly by the management so that their perceptions match
with consumer expectations. If any of these factors are wrongly interpreted then
the expected level of consumer satisfaction cannot be reached.

4
 COMPANY PROFILE

Hyundai Motor Company has a presence in 168 nations. Hyundai Motor India Limited
(HMIL) is a wholly owned subsidiary of Hyundai Motor Company, S. Korea and is the
second largest and the fastest growing car manufacturer in India.

The Korean company set up its subsidiary in India in 1996. HMIL’s fully integrated
state-of-the-art manufacturing plant near Chennai boasts some of the most advanced
production, quality and testing capabilities in the country. The company is investing an
additional US$ 220 Mn to expand capacity at this plant to 250,000 units a year in line
with its recent designation as HMC’s global export hub for small cars and to cater to its
upcoming product launches India.

HMIL presently markets over 18 variants of passenger cars across four models, the
Santro in the B segment, the Accent in the C segment, the Sonata in the E segment and
the Terracan in the SUV segment. The company recorded combined sales of 150,741
units during calendar year 2003 with both Accent & Santro emerging leaders in their
respective segments. The company’s newest launch in India is the Accent Getz in B
segment

5
HMIL was recently awarded the benchmark ISO 14001 certification for its sustainable
environment management practices.

Hyundai Motors is planning to shift certain research and development (R&D) facilities
from Korea and while basic R& D functions will remain in Korea, India will become the
R&D hub in specific areas such as engine, body design or transmission, taking advantage
of the available technology skill in India.

HMIL has sold over 500,000 cars in a record time of just over 5 years since
commencement of commercial production in September 1998 and is all set to emerge as
one of the largest exporters of passenger cars and components out of India.

Between 2003 and 2006 the company will invest $300 million in its Indian operations. It
will increase the assembly line as well as the capacity from the present level of 1.2 lakh
to 1.5 lakh units in the next fiscal and to 2 lakh units between mid-2003 and 2006.
Hyundai is looking at exports of 40,000 units, mostly to Europe, from India.

The planned capital infusion will also be used to expand capacities and fund product
launch, the multi-purpose vehicle Carens. The Carens is expected to be introduced with a
price tag of about Rs 10 lakh. The firm is also exploring the feasibility of rolling out
another sports utility vehicle Santa-Fe.

The company is likely to emerge as one of the top five auto giants in the world in the

future.

6
 Hyundai In India

Hyundai Motor India Limited is currently the second largest carmaker after Maruti
Suzuki and largest auto exporter in India. It is making India the global manufacturing
base for small cars. Hyundai sells several models in India, the most popular being the
Santro Xing, i10 and the i20. Other models include Getz Prime, Accent, Terracan, second
generation Verna, Tucson, 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 Andhra pradesh, employing now nearly 450
engineers from different parts of the country.Basically the Hyundai Motor India
Engineering (HMIE) gives technical & engineering support in Vehicle development and
CAD & CAE support to Hyundai's main R&D center in Namyang Korea. In 2010,
Hyundai started its design activities at Hyderabad R&D Center with Styling, Digital
Design & Skin CAD Teams.

South Korean car maker Hyundai, which as per reports is also world’s fastest growing
automaker and fourth largest car manufacturer across the globe, has launched a new car,
Hyundai EON in October in India.[45] Eon is an entry-level car but at the same time it is
very spacious with a large boot. The car has 814 cc engine, promising to deliver the
mileage of over 20 km per litre. The new Hyundai’s small car is sure to stir competition
in the under Rs 3 lakh price range. Hyundai EON price has kept its price around Rs 2.5
lakh.

7
SALES OF HYUNDAI MOTORS LTD. IN INDIA

8
 PRODUCT CATEGORY AND ITS DIMENSION

1) SMALL SEGMENT CARS:

HYUNDAI - SANTRO XING

LENGTH 3565mm

BREATH 1525mm

HEIGHT 1590mm
WHEEL BASE 2380mm

CURB WEIGHT 854kg(MT), 868kg(AT)

9
HYUNDAI – i10

LENGTH 3565mm

BREATH 1595mm

HEIGHT 1550mm
WHEEL BASE 2380mm

CURB WEIGHT 1010kg

10
HYUNDAI - Eon

LENGTH 3495mm

BREATH 1595mm

HEIGHT 1550mm
WHEEL BASE 2380mm

CURB WEIGHT 940kg

11
2) LARGE SEGMENT CARS (SUV’s):

HYUNDAI –SANTA FE

LENGTH 4676mm

BREATH 1615mm

HEIGHT 1725mm
WHEEL BASE 2700mm

CURB WEIGHT 1676kg

12
 HYUNDAI – TUCSON

LENGTH 4400mm

BREATH 1820mm

HEIGHT 1685mm
WHEEL BASE 2640mm

CURB WEIGHT 1440kg

13
 SWOT ANALYSIS

A scan of the internal and external environment is an important part of the strategic
planning process. Environmental factors internal to the firm usually can be classified as
strengths (S) or weaknesses (W), and those external to the firm can be classified as
opportunities (O) or threats (T). Such an analysis of the strategic environment is referred
to as a SWOT analysis.
The SWOT analysis provides information that is helpful in matching the firm’s resources
and capabilities to the competitive environment in which it operates. AS such, it is
instrumental in strategy formulation and selection. The following diagram shows how a
SWOT analysis fits into an environmental scan:

SWOT Analysis Framework

Environmental Scan
/ \
Internal Analysis External Analysis
/ \ / \
Strengths Weaknesses Opportunities Threat
!
SWOT Matrix

14
 STRENGTHS:
A firm’s strengths are its resources and capabilities that can be used as a basis for
developing a competitive advantage Examples of such strengths of HYUNDAI:

 Hyundai have a good reputation among customers.

 Well established co. since 1993

 Trusted brand in INDIA.

 Strong distribution network all over India.

 It has the maximum number of service station all over.

 Exclusive access to high grade natural resources.

WEAKNESSES:
The absence of certain strengths may be viewed as a weakness. For example, each of the
following may be considered weaknesses;

 Lack of patent protection.

 The company has low brand recognition in A segment and passenger car.

 High cost structure.

 Lack of access to the best natural resources.

 Lack of access to provide the services for dealing of second hand cars.

15
In some case, a weakness maybe the flip side of a strength . Take the case in which a
firm has a large amount of manufacturing capacity. While this capacity may be
considered a strength that competitors do not share, it also may be a considered a
weakness if the large investment in manufacturing capacity prevents the firm from
reacting quickly to changes in the strategic environment.

Opportunities
The external environmental analysis may reveal certain new opportunities for profit and
growth. Some examples of such
Opportunities include;

 An unfulfilled customer need.

 Arrival of new technologies.

 Loosening of regulations.

 Removal of international trade barriers.

Threats:
Changes in the external environmental also may present threats to the firm. Some
examples of such threats include;

 Shifts in consumer tastes away from the firms products.

 Emergence of substitute products.

 New regulations.

 Increased trade barriers.

16
 The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may
have a better chance at developing a competitive advantage by identifying a fit between
the firm’s strengths and upcoming opportunities. In some cases , the firm can overcome a
weakness in order to prepare itself to pursue a compelling opportunity.

To develop strategies that take into account the SWOT profile, a matrix of these factors
can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below;

SWOT / TOWS Matrix

Strengths Weaknesses

Opportunities S-O strategies W-O strategies

Threats S-T strategies W-T strategies

 S-O strategies pursue opportunities that are a good fit to the company s strengths.
 W-O strategies overcome weaknesses to pursue opportunities.
 S-T strategies identify ways that the firm can use its strengths to reduce its
vulnerability to external threats.
 W-T strategies establish a defensive plan to prevent the firm’s weaknesses from
making it highly susceptible to external threats

17
 MARKET STRATEGY IMPLEMENTATON

1) Product development with vendors: In case product development part a team

of engineers would be talking to its major vendors for reducing the cost of
equipments supplied by them. These vendors are the major suppliers of Hyundai
components such as Deep Hyundai, Hans and Himgiri etc
.
2) Advertising: The advertising may involve the process of advertisements on
Television, Radio, Newspaper, Auto Magazines and events like Auto Expo

a) T.V. Advertising ; T.V. advertising may involve the advertisement at peck hours
of television viewing or during the cricket match time in the slog over which in
turn may lead to maximize exposure and thus maximum impact on final buyers.

b) Advertising in news paper (twice in weak); The concept of advertising on

newspaper may increase the sale since the newspaper would be able to explain the
characteristics and features of cars, because it is an easy way to reaching the
decision makers and thus in turn may directly influence their decision.

c) Advertising on Radio; with FM catching more and more popularity amongst

people especially people love to listen to FM while driving. Thus this could be
another mean of influencing the prospects for services like True Value at the time
of 1hour in the morning and 1 hour in the evening when the people are actually
traveling towards their office or coming come back.

d) Auto Magazines (monthly) and Auto expo (yearly); The Company would
advertise on auto magazine like Auto cars, Motoring etc where entire information
on product and newer features would be explained. The cover page or back page
advertisement would be used for PRODUCT COMMUNICATION

18
 . Celebrity Endorsement; This entirely depends on the company’s policy
whether they would like to spend a fixed amount (which may depending upon the
personality). The celebrity would be the Brand Ambassador for the company like
Actor SHAH RUKH KHAN is the Brand Ambassador for Hyundai Santro.

4 Incentives / Penalty on meeting a sales target: The company would work

with dealers with the policy of carrot and stick which may involve incentives like a
foreign tour package, gifts and monetary incentives such as increased margin for
meeting a sales target or working with dealers on contractual basis rather than a
permanent basis if they are not able to reach sales over a period of time.

5 Financing through various Banks: currently Hyundai has its tie up with SBI
financing and the process is limited to getting the car financed through 9000 branches
which the firm would go out to increase along with the financing tie ups with other banks
in a way increasing the reach and more customers.
For rural market a finance scheme for farmers would provide for installments to coincide
with the times when his crop is sold in the market .i.e. CROP CYCLE (paid every six
months after the rabi and kharif harvests).

6 Assemble line modifications: Since in A1 and A2 segments there is need of

change in the design and specification this would involve change in assembly line.

7 Vehicle for corporate: Their N2N feet management system would be used for this
purpose in which their main purpose would be to finance the vehicles for corporate.

19
Achievements of Hyundai Motors India Ltd :

 Hyundai Santro Crosses the Million Mark; HMIL achieved yet another mile
stone by selling more than 1 million Santro in the domestic and Export market since its
introduction in 1998. Santro is India s first high Technology compact car.
Commenting on the achievement, H.S. Lheem, MD, HMIL, said,” This new record of
selling 1 million Santro exemplifies the unmatched equity of the Santro brand across
the world. Santro offers refined ride, impressive fuel economy and comfortable
interiors.
 Hyundai’s 2nd all India free car care clinic; HMIL, recently Conducted its
second nationwide free car care clinic campaign from Jan29th- Feb 11th 07 at over 310
Hyundai dealer workshops across the country. The clinic was conducted to facilitate
Hyundai car better and at a reasonable cost. The Free Car Care Clinic offered a
comprehensive 80-point thorough examination of the engine compartment, under body,
AC, body, interior and exterior etc. Customers also availed free car wash and attractive
discounts ranging between 5to20 percent with a special discount on the Emblem.
Special discounts were offered on service merchandising like engine flush, anti- rust
coating, engine de-carbonization and car polish.

20
 Objectives of the study

Primary objective

To ascertain the customer preference and satisfaction towards the

Hyundai.

Secondary objective

 To determine which is/are the most attractive attribute for

purchasing Hyundai.

 To find the areas of improvement of the Hyundai.

 To know the respondents problems towards Hyundai.

 To identify the factors that influences the decisions of consumers

Preference towards Hyundai cars.

 To determine the most important factors that affect customers

choice and satisfaction towards Hyundai.

 To examine the purchase pattern of the customer of Hyundai

 To study the opinion about the services provided by the company.

21
 RESEARCH METHODOLOGY
Research Definition:-
Research is a process of systematic and in –depth study or search for
any particular topic, subject by collection, compilation, presentation and
interpretation of relevant details or data.
 Research refers to a search of knowledge.
 It is a scientific and systematic search for pertinent information on
a specific topic.
 It is an art of scientific investigation.
 Movement from known to unknown.
 Voyage of discovery.
 It is a systematic method of finding solution to a problem.

NATURE OF STUDY:-
It was an exploratory research and the basic aim of exploratory research
is to gain familiarity with the phenomena or to achieve new insights into
it. So the study has tried to find, who have the maximum influence on the
decision making of the consumers.

SELECTION OF THE SAMPLE:

It becomes impossible to contact each and every individual of the
population due to limitations of essential resources like time and money.
Therefore, the study is preferable borrowed down to a representative
sample to make the study more manageable.
Keeping in view of these objectives and resource limitations of the study,
sample of 100 respondents were considered. The selected sample is
representative of the population and is accurate and practicable.

22
SAMPLING PLAN:-
The following factors have to be decided within the scope of sampling
plan:

SAMPLE SIZE:-
This refers to the people surveyed through large samples are more reliable
but due to shortage of time and money a small representative of 100
customers of Enhance plus.

Questionnaire:-
The project was started from the questionnaire. The questions are asked
to respondents about their familiarities and experiences toward different
services provided by Hyundai. The survey was conducted to do the
analysis of various factors of preference and satisfaction.

DATA COLLECTION METHOD:-

There are basically two methods of collecting data:
1) Primary Data
2) Secondary Data
Primary Data
Primary data are those data which are collected for the first time. It is
better to go for primary data since it is first hand information and there is
less chances of personnel bias and information can be collected with
accuracy at the same time. It could be reticulated and survey concerned
in various forms this data can be used. For collecting primary data I have
chosen the questionnaire method.
Following are the techniques by which primary data are collected.
1. Questionnaire method
2. Observation
3. Interview

23
  Mail interview
 Personal interview

Secondary data
Secondary Data are not firsthand information. Secondary Data are those
that have been collected by other organization. Secondary data was
source from
 Books
 Company’s brochures
 Websites

24
 DATA ANALYSIS & INTERPRETATION
1) How did you come to know about Hyundai Car?

Criteria No. of Percentage (%)

respondent
Friends 20 20%
Media 49 49%
Relatives 29 29%
Newspaper 2 2%
Total 100 100%

2%

29% 20%

Friends

49% Media
Relatives
Newspaper

Interpretation

Out of 100 respondents 49% of respondents have known about Hyundai from
media, where as 29% of respondents known about Hyundai from relatives and
20% of respondents have known from friends and 2% from newspaper.

25
2) Which is the most attractive attribute?

Attributes Responses Percentage (%)

Price 13 13%
Mileage 14 14%
Stylish look 15 15%
Pickup 7 7%
Engine Capacity 20 20%
Colors 5 5%
Maintenance cost 18 18%
Brand image 5 5%
Comfortable ride 5 5%
Total 100 100%

25%
20%
20% Price
18%
15% Mileage
15% 14%
13% Stylish look
10% Pickup
7%
5% 5% 5% Engine Capacity
5%
Colors
0% Maintenance cost
Brand image
Comfortable ride

Interpretation

Out of 100 respondents 13% of respondents have said price is a most attractive
attributes while purchasing a Hyundai Car, 14% of respondents have said
mileage, 18% of respondents have said maintenance cost, 20% of respondents
have said Engine capacity, while 15% of respondents have said stylish look, 5%
of respondents have said brand image, 5% of respondents have said comfortable
ride, 5% of respondents have said color, 7% of respondents have said pickup is
a most attractive attributes while purchasing a Hyundai Car.

26
3) While comparing with other companies model Hyundai Car is?

Criteria Respondent Percentage (%)

Good 95 95%
Need to improve 5 5%
Can’t say 0 0%
Total 100 100%

Fig. 6.8

100% Good, 95%

90%
80%
70%
60%
50%
40%
30%
20% Need to
10% improve, 5%
0%
Good Need to improve

Interpretation

Out of 100 respondents 95% of respondents have said model of Hyundai Car is
good, but 5% of respondents have said need to improve the model of Hyundai
Car.

27
4) Are you satisfied with the prices of the Hyundai Cars?

Price No. of respondent Percentage (%)

Highly satisfied 2 2%
Satisfied 57 57%
Can’t Say 29 29%
Dissatisfied 10 10%
Highly dissatisfied 2 2%
Total 100 100%

60 57%

50

40

30 29% Highly satisfied

Satisfied
20
Average
10 10% Dissatisfied
%2
Highly dissatisfied
0 2%

Interpretation

From the above table it is clear that 57% of the respondents are satisfied, 29% of
the respondents cant say that whether they are satisfied with the price of
Hyundai Car. While 10% of the respondents are dissatisfied, 2% of the
respondents are highly satisfied and, 2% of the respondents are highly
dissatisfied.

28
5) Are you satisfied with the mileage of Hyundai cars?

Mileage No. of Percentage

respondent (%)
Highly satisfied 3 3%
Satisfied 49 49%
Can’t Say 41 40%
Dissatisfied 5 5%
Highly dissatisfied 2 2%
Total 100 100%

5% 2% 3%

Highly satisfied
40% 49% Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied

Interpretation

From the above table clear that 49% of the respondents are satisfied and 41% of
the respondents cant say that whether they are satisfied with the mileage of
Hyundai Car. While 5% of the respondents are dissatisfied, 3% of the
respondents are highly satisfied and 2% of the respondents are highly
dissatisfied.

29
6) Are you satisfied with the looks & style of Hyundai Cars?

Look & style No. of Percentage

respondent (%)
Highly satisfied 47 47
Satisfied 37 37
Can’t Say 5 5
Dissatisfied 8 8
Highly dissatisfied 3 3
Total 100 100

50% 47%
45%
40% 37%
35%
30%
Highly satisfied
25%
20% Satisfied
15% Can’t Say
10% 8%
5%
5% 3% Dissatisfied
0% Highly dissatisfied

Interpretation

From the above table clear that 5% of the respondents can’t say that whether
they are satisfied and 37% of the respondents are satisfied with the look & style
of Hyundai Car. While 8% of the respondents are dissatisfied, 47% of the
respondents are highly satisfied and 3% of the respondents are highly
dissatisfied.

30
7) Are you satisfied with the Interiors of the Hyundai cars?

Pickup No. of respondent Percentage (%)

Highly satisfied 36 36%
Satisfied 48 48%
Cant Say 5 5%
Dissatisfied 5 5%
Highly dissatisfied 5 5%
Total 100 100%

60%
48%
50%

40% 36%
Highly satisfied
30%
Satisfied
20%
Cant Say
10% 5% 5% 5% Dissatisfied
0% Highly dissatisfied

Interpretation

From the above table clear that 48% of the respondents are satisfied and 5% of
the respondents cant say about the Interiors of the car. While 5% of the
respondents are dissatisfied, 36% of the respondents are highly satisfied and 5%
of the respondents are highly dissatisfied.

31
8) Are you satisfied with the Engine Performance?

Engine capacity No. of respondent Percentage (%)

Highly satisfied 31 31%
Satisfied 52 52%
Cant Say 5 5%
Dissatisfied 8 8%
Highly dissatisfied 4 4%
Total 100 100%

8% 4%
5%
31% Highly satisfied
Satisfied
52%
Average
Dissatisfied
Highly dissatisfied

Interpretation

From the above table clear that 52% of the respondents are satisfied and 5% of
the respondents cant say engine performance of Hyundai Car. While 8% of the
respondents are dissatisfied, 31% of the respondents are highly satisfied and 4%
of the respondents are highly dissatisfied.

32
9) Are you satisfied with the Colors Availability in Hyundai cars?

Colors No. of Percentage

respondent (%)
Highly satisfied 39 39%
Satisfied 39 39%
Can’t Say 14 14%
Dissatisfied 5 55
Highly dissatisfied 3 35
Total 100 100%

3%
5%

14%
Highly satisfied
39% Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied

39%

Interpretation

From the above table clear that 39% of the respondents are satisfied and 39% of
the respondents cant say about colors Availability in Hyundai. While 5% of the
respondents are dissatisfied, 14% of the respondents are highly satisfied and 3%
of the respondents are highly dissatisfied.

33
10) Are you satisfied with the maintenance cost of Hyundai Car’s?

Maintenance cost No. of Percentage

respondent (%)
Highly satisfied 43 43%
Satisfied 31 31%
Can’t Say 8 8%
Dissatisfied 14 14%
Highly dissatisfied 4 4%
Total 100 100%

4%

14%

Highly satisfied
43% Satisfied
8%
Can’t Say
Dissatisfied
Highly dissatisfied

31%

Interpretation

From the above table clear that 8% of the respondents are cant say and 31% of
the respondents are satisfied with the maintenance cost of Hyundai Car. While
14% of the respondents are dissatisfied,43% of the respondents are highly
satisfied and 43% of the respondents are highly dissatisfied.

34
11) Are you satisfied with the Brand image of Hyundai Car’s?

Brand image No. of Percentage

respondent (%)
Highly satisfied 45 45%
Satisfied 39 39%
Can’t Say 6 6%
Dissatisfied 7 7%
Highly dissatisfied 3 3%
Total 100 100%

7% 3%
6%
45% Highly satisfied
Satisfied
39%
Can’t Say
Dissatisfied
Highly dissatisfied

Interpretation

From the above table clear that 6% of the respondents are cant say and 39% of
the respondents are satisfied with the brand image of Hyundai Car. While 7% of
the respondents are dissatisfied, 45% of the respondents are highly satisfied and
3% of the respondents are highly dissatisfied.
35
12) Are you satisfied with the Resale value of Hyundai Cars?

Resale value No. of respondent Percentage (%)

Highly satisfied 33 33%
Satisfied 3 3%
Can’t Say 1 1%
Dissatisfied 54 54%
Highly dissatisfied 9 9%
Total 100 100%

9%

33%
Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
3%
54%

1%

Interpretation

From the above table clear that 54% of the respondents are dissatisfied and 1%
of the respondents cant say about resale value of Hyundai Car. While 33% of the
respondents are highly satisfied, only 3% of the respondents are satisfied. 9%
are highly dissatisfied.

36
13) Are you satisfied with the comfortable ride of Hyundai Cars?

Comfortable ride No. of Percentage

respondent (%)
Highly satisfied 43 43%
Satisfied 37 37%
Can’t Say 11 11%
Dissatisfied 5 5%
Highly dissatisfied 4 4%
Total 100 100%

5% 4%

11% 43% Highly satisfied

Satisfied
37%
Can’t Say
Dissatisfied
Highly dissatisfied

Interpretation

From the above table clear that 37% of the respondents are satisfied and 11% of
the respondents cant say about the comfortable ride of Hyundai Car. While 5% of
the respondents are dissatisfied, 43% of the respondents are highly satisfied and
4% of the respondents are highly dissatisfied.

37
14) Are you satisfied with the after sales services of Hyundai?

After sales services No. of respondent Percentage (%)

Satisfied 67 67%
Can’t Say 22 22%
Dissatisfied 3 3%
Highly dissatisfied 8 8%
Total 100 100%

3%
8%
22%
Satisfied
67% Can’t Say
Dissatisfied
Highly dissatisfied

Interpretation

From the above table clear that 3% of the respondents are dissatisfied and 8% of
the respondents are highly dissatisfied with the after sales services of Hyundai
Car. While 22% of the respondents cant say, 67% of the respondents are
satisfied.

38
15) Mark the problem you face while using the vehicle?

Table 6.21

Criteria No. of Percentage

respondent (%)
Starting trouble 17 17%
Mileage problem 7 7%
Pickup 12 12%
Battery problem 64 64%
Total 100 100%

17% 7%
Starting trouble
12%
64%
Mileage problem
Pickup
Battery problem

Interpretation

From the above table clear that 64% of the respondents are facing battery
problem while using the Hyundai Car. While 17% of the respondents are facing
starting trouble, 12% of the respondents are facing pickup problem and, 7% of
the respondents are facing mileage problem while using the Hyundai Car.

39
 Findings
 Majority of the respondents belong to the age group of 18 – 30 years.
 Majority of the respondents are educated up to graduation level.
 The study reveals that most of the respondents who own Hyundai Car
earn from Rs.15001 – Rs.30000.
 Majority of respondents are come to know about Hyundai Car from media.
 Majority of respondents prefer cars on the basis of price, mileage,
maintenance cost, and engine capacity attribute of Hyundai.
 The study reveals that 57% of the respondents are satisfied with price;
whereas 10% of the respondents are dissatisfied with the price of
Hyundai.
 As per survey, 52% of the respondents are satisfied with engine capacity
of Hyundai Car.
 68% of the respondents are dissatisfied with after sales services provided
by Hyundai.
 The study reveals that majority of respondents are dissatisfied with resale
value of Hyundai.
 The study reveals that majority of the respondents are said Cant Say and
majority of the respondents are satisfied with the mileage, look & style,
pickup, colors, maintenance cost, and brand image of Hyundai.
 The study reveals Hyundai is 2nd ranked car
 Majority of the respondents are facing battery problem while using
Hyundai Car.

40
 Conclusion
From the research work it concludes that majority of the customer prefer Hyundai
on the basis of price, mileage, maintenance cost, and engine capacity attributes.
Hyundai need to improve on battery of their bikes; because customers have
facing this problem while using the Hyundai. Hyundai doing very well on its
durability of cars, comfortable ride, and after sales services for increases their
sales. Most of buyers are satisfied with the price, mileage, look & style provided
by Hyundai. Look & style of bike is associated with age of buyers; whereas there
is no association between occupation and Brand image of Hyundai.

41
 BIBLIOGRAPHY
1. BOOKS/ REFFERED :-

 Basic Marketing – Pereaurt W.D (2nd edition), Page 450

 Consumer Behaviour – Della A.J (4th edition), Page 15
 Research Methodology – C.R. Kothari. (2nd edition) Page 66

 Marketing Research – Donald T.S (6th edition), Page 49

2. WEBSITES REFFERED :-

 www.hyundai.org

 www.cifmotors.com

 www.managemtnstudy.com

42
 ANNEXURE
Questionnaire

I am conducting a survey on “A study on Customer Preference and

Satisfaction towards Hyundai”. I request you to kindly spare few minutes of
your very demanding schedule to fill up this questionnaire. I assure you that the
views given by you will be kept strictly confidential and will be used for academic
purpose only.

1. How did you come to know about Hyundai Car?

Criteria Response
Friends
Media
Relatives
News paper
Total

2. Which is the most attractive attribute?

Attributes Responses
Price
Mileage
Stylish look
Pickup
Engine Capacity
Colors
Maintenance cost
Brand image
Comfortable ride
Total

3. While comparing with other companies model Hyundai Car is?

Criteria Respondent
Good
Need to improve
Can’t say
Total

43
4. Are you satisfied with the prices of the Hyundai Cars?

Price Response
Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

5. Are you satisfied with the mileage of Hyundai cars?

Mileage Response
Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

6. Are you satisfied with the looks & style of Hyundai Cars?

Look & style Response

Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

7. Are you satisfied with the Interiors of the Hyundai cars?

Pickup Response
Highly satisfied
Satisfied
Cant Say
Dissatisfied
Highly dissatisfied
Total

44
8. Are you satisfied with the Engine Performance?

Engine capacity Response

Highly satisfied
Satisfied
Can’t say
Dissatisfied
Highly dissatisfied
Total

9. Are you satisfied with the Colors Availability in Hyundai cars?

Colors Response
Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

10. Are you satisfied with the maintenance cost of Hyundai Car’s?

Maintenance cost Response

Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

11. Are you satisfied with the Brand image of Hyundai Car’s?

Brand image Response

Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

45
12. Are you satisfied with the Resale value of Hyundai Cars?

Resale value Response

Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

13. Are you satisfied with the comfortable ride of Hyundai Cars?

Comfortable ride Response

Highly satisfied
Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

14. Are you satisfied with the after sales services of Hyundai?

After sales services Response

Satisfied
Can’t Say
Dissatisfied
Highly dissatisfied
Total

15. Mark the problem you face while using the vehicle?
Table 6.21

Criteria Response
Starting trouble
Mileage problem
Pickup
Battery problem
Total

46