A STUDY ON

CONSUMER BEHAIOUR ON CARS

(WITH SPECIAL REFERENCE TO LAKSHMI HYUNDAI)

CHAPTER I

INTRODUCTION

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 INTRODUCTION
CONSUMER BEHAVIOUR:
The term consumer behavior refers to the behavior that consumer‟s display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will satisfy their
needs. To study the consumer behavior they will consider what they buy, when they buy, why they buy,
where they buy, how often they buy and how often they use it. What kinds of consumers think of insurance?
What feature do they look for? What feature do they seek, Answers to these questions can be found through
consumer research and design modification promotional strategy for example, couple of experience
dissatisfaction with their choose of an automobile, perhaps because of continuous service problems.
They may communicate their dissatisfaction to friends and in turn influence their friend‟s future model
again prescribing their own future selection decisions. Each of these consequences of consumer post
purchase dissatisfaction has significant ramifications for automobile marketers, who have built post
purchase strategies into their promotional campaign.
Consumer behavior developed as a separate marketing discipline. Marketers had long rated that
consumers did not always act or react marketing theory would suggest. The size of the consumer market
in this country was vast and constantly expanding. Billions of dollars were spent on goods and services by
tens of millions of people. Consumer preference was changing under highly diversified conditions. Even in
industrial markets, where needs for goods and service were always more homogeneous than in consumer
market. Buyers exhibiting diversified preferences and less predictable purchase behavior.
Objectives of the study:
 To understand the psychology and behavior of customers towards purchase of Hyundai cars.
 To know the various forces that drives the consumer towards the Hyundai cars.
 To know the most preferred car of the company.
 To know the level of the satisfaction of consumer towards services of the Hyundai cars.
 To know the most effective media for promoting the product.
 To know the various problems that generally encountered by the customers of Hyundai.
 To suggest some measures to improve the efficiency and performance of services offered by
Hyundai.

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Need and Scope of the Study:
Under the Title “Consumer behavior”, in Hyderabad and Secundrabad city, The Study mainly
concentrates on around awareness, opinion and level of satisfaction of the products.
The study mainly concentrates on consumer behavior. The study also tries to find our level
satisfaction. The impact of customer is analyzed so as to find out the satisfaction towards Hyundai
Verna.
Methods of Sampling:
There are many methods of sampling. The choice of method will be determined by the purpose
of sampling. The various methods can be grouped under two groups.

1. Random Sampling Method: (Probability Sampling):

a) Simple or unrestricted random sampling
2. Non-Random Sampling (Non probability sampling):
a) Convenience sampling
1. Random Sampling:
A random sample is one where each item hi the universe has an equal chance of known
opportunity of being selected. According to Dr.Yates, “Every member of a parent population has had
equal chances of being included.” According to Harper, “A random sample is a sample selected in
such a way that every item in the population has an equal chance of being included”.
a) Simple random sampling:
It is a technique in which sample is so drawn that each and very unit in the population has an
equal and independent chance of being included in the sample. Several methods have been adopted
for random selection of the sample.
2) Non-random sampling method:
a) Convenience or Chunk Sampling:
Chunk is a convenient slice of a population which is commonly referred to as an obtained by
selecting convenient population units.
i) It is suitable when the universe is not clearly defined.
ii) Sample unit is clear.
iii) Complete source list is not available.

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 A sample obtained from automobile registration, telephone directories, etc., is a convenience
sample. The result of this sampling cannot be representative. They are unsatisfactory. They are biased.
But they are used for pilot studies.
In this research the researcher took the convenience sampling technique for collect the survey. In
this method, the sampling units are choosing primarily in accordance with the investigators convenience.
Methodology:
The study is done to Assess the potential for an e-learning course. The research is necessary
because there is urgent need for an alternative to present system of training. The respondents are
H.R.Managers because they are the persons who play important role in recruiting the sales people. The
data is collected through questionnaire. It consists of both open and closed ended questions. The
questionnaire is prepared in such a way that it meets the objectives of the survey. By analyzing the
questionnaire, we get the opinions of the respondents. Here the collected is primary in nature.

Methods of data collection

1. Primary data.
2. Secondary data
Primary data:
The primary data are those, which are collected fresh and for the first time and thus happen to be
original in character. Primary data are collected through “Mail survey and direct interviews”.
Mail survey:
The questionnaire is send to the employee through the mail and the required data are collected
for the research work.
Direct interviews:
Some of employees have not responded to the questionnaire, so for those employees, direct
interviews have been conducted to get the information required
Secondary data:
Secondary data are those, which have already been collected by some one and which have
already been passed through statistical process. The secondary data have been collected from following
ways.
Books:

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The information, which are required for the review of literature and research methodology and sampling
technique.
Journals:
Journals are used for finding out new ideas and information required for the research work.
Internet:
Internet has been used to get more information for the research from various web sites, to
explore new ideas to be implemented in the statistical tools and review of literature.
Magazines:
Magazines have been used to get new method for evaluating the training needs.
RESEARCH PROCESS:
While doing the research consider the methodology and techniques which is appropriated to the
research process. Research process consists of series of actions or steps necessary to effectively carry
out research and the desired sequencing of these steps.
1. FORMULATING RESEARCH PROBLEM;
There are two types of research problems viz, those, which relate to slates of nature and those,
which relate to relationships between variables. At the very out set the researcher must single out
problem he want to study i.e., he must decide the general area of interest or aspect of a subject - matter
that he would lie to Enquirer into initially the problem may be stated in a broad general way and than the
ambiguities. If any relating to the problem be resolved. Then, the feasibility of a particular solution has
to be considered before a working formulating of the problem can be setup. The formulation of general
topic into of specific research problem, thus, constitutes the first step in a scientific inquiry. Essentially
two steps are involved in formulating the research problem, viz., understanding the problem thoroughly
and rephrasing the same into meaningful terms form an analytical point of view.
2. EXTENSIVE LITERATURE SURVEY:
Once the problem is formulated a brief summary should be written down .at this juncture the
researcher should undertake extensive literature survey connector with the problem for this purpose, the
abstracting and indexing journal and published or unpublished bibliographic are the first place to go to
3. PREPARING RESEARCH DESIGN:
The research problems having been formulated in clear cut terms the researcher will be required
to prepare a research design i.e., he will have to state the conceptual structure within which research

5
would be conducted. The preparation of such a design facilitates research to be as efficient as possible
yielding maximum information. The function of research design is to provide for the collection of
relevant evidence with minimal expenditure of effort, time are money. Research purpose may be
grouped into four categories viz., 1) exploration, 2) description, 3) diagnosis, 4) experimentation.
4. DETERMINING SAMPLE DESIGN:
All the items under consideration in any field to inquiry constitute a universe or population a
complete enumeration of all the items in the population is known as a census inquiry. It can be presumed
that in such an inquiry when all items are covered no element of chance is left and highest accuracy is
obtained. But in practice this may not be true even the slightest element of bias in such an inquiry will
get larger and larger as a number of observations increases more over there is no way of checking the
element at bias or its extent except through a survey or use of sample checks.
5. COLLECTION OF DATA;
In dealing with any real life problem if is often found that data at hand are inadequate, and hence,
it becomes necessary to collect date that are appropriate. There are several works of collecting the
appropriate data, which differ considerably in context at money, consist, time and other resources at the
disposal of the researcher. Primary data can is collected either through experiment or through survey. If
the researcher conducts an experiment, he observes some quantitative measurements of the data with the
help of which he examines the contained in hypotheses.
6. EXCUTION OF THE PROJECT;
Execution of the project is a very important step in the research process. If the execution of the
project proceeds on correct lines, the data to be collected would be adequate and dependable. The
researcher should see the project is executed in a systematic manner and in time. If the survey is to be
conducted by means if structured questionnaires, data can be readily machine processed. In such a
situation questions as well as the possible answers may be coded. If the data are to be collected through
interviewers arrangements should be made for proper selection and training to interviewers.
7. ANALYSIS OF DATA:
After the data have been collected, the researcher turns to the task of analyzing them the analysis
of data requires a number of closely related operations such as establishment of categories, the
applications of these categories to raw data through clothing tabulation and then drawing statistical
inferences .the unwieldy data should necessarily be condensed into a few manageable groups and tables

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for further analysis. Thus, researcher should classify the raw data into same purposeful and usable
categories. Coding operation is usually done at this stage through which the categories of data are
transformed into symbols that may be tabulated and counted. Editing is the procedure that improves the
quality of the data for coding tabulation is a part of the technical procedure where in the classified data
are put in the form of tables.
8. GENERALIZATION AND PRESENTATION:
If a hypothesis is tested and upheld several times, it may be possible for the researches to arrive
at generalization i.e., to build a theory. As a matter of fact, the real value of research lies in its ability to
arrive at certain generalizations. If the researcher had no hypothesis to start with, he height seeds to
explain his findings on the basis as some theory. It is known as PRESENTATION the process of
PRESENTATION may quite often trigger off new questions when inurn May lead to further research.
9. PREPARATION OF THE REPORT;
Finally the research has to prepare the report as what had been done by him. Writing as report
must be done with a great care. The layout of the reject should be 1) The preliminary pages, 2) The main
text, 3) T he end matter.
1) Introduction.
2) Summary of findings.
3) Main report.
4) Conclusion.
At the end of the report, appendices should be enlisted in respect of all technical data.
Bibliography i.e., list at books, journals, reports etc., Report should be written in a concise and objective
style in simple language avoiding average expressions such as “it seems”, „there may be‟ and the like.
Charts and illustrations in the main report should be used only if they present the information more
clearly and forcibly calculate confidence limits must be mentioned and the various constraints
experienced in conducting research operations may as well be states.

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Limitations:
 The number of respondents‟ level is only 100, so there is no scope to understand the wide perception
about Hyundai cars.
 The survey done is limited only to the Hyderabad region, so there is limited scope in understanding
the preference of choice of other areas.
 The Preference of people may be subjected to other conditions which are not included in the project.
 The time limit which is taken to complete the project is very limited, that is only 6 weeks, so there is
limited scope for extensive study.
 The money constraint also matters in the survey process.
 Some of the customers are biased and may not respond positively.

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 CHAPTER II
PROFILE OF THE INDUSTRY

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EVOLUTION OF INDIAN CAR INDUSTRY

It was in 1898 that the first motorcar rode down India‟s roads From then till the First World War,
about 4000 cars were directly imported to India from foreign manufacture.
The Hindustan motors (HM) was set up in 1942 and in 1944, premier automobile Ltd., (PAL)
was establishment to manufacture automobiles in India. However, it was PAL who product the first car
in India in 1946, as HM concerned on auto component and could produce their first car only in 1949.
In 1952 m the GOI set up a tariff commission to devise regulations to develop an indigenous
automobile industry in the country. After the commission submitted its recommendations, the GOI
asked assembly plants, which did not have plans to set up manufacturing facilities, to shut operations.
As a result general motors, ford and other assemblers closed operations in the country. The year was
1954 and these decisions of government market a turning point of vehicle each manufacture should
make. Therefore, each product was safely coconut in its own segment with no fears of any impending
competition. Also, no new entrant was allowed even though they had plans of full-fledged
manufacturing program. The restrictive set of polices was chiefly aimed at building and indigenous auto
industry. How ever, there striations on the foreign collaborations led to limitations on import of
technology through technical agreements.
Simply put the three decades following the establishment of the passenger car industry in India
and leading up to early 1980‟s, proved to be the dark ages for the customer, as his choice through out his
period was limited to two models viz. Ambassador and Padmini. It was only 1985, after the entry of
MarutiUdyogi that the car markers were given a free hand to fix the price of cars thus effectively
abolishing all controls relating to the pricing of the end product.
In the early 80‟s a series of liberal policy was changes were announced marking another turning
point for the automobile industry. The GOI entered the car business, with a 74% stakes in MarutiUdyogi
Ltd., (MUL) the joint venture with Suzuki motors Ltd of Japan.
In 1985 the GOI announced its famous broad banding policy which gave new licences to broad
groups of automotive products like two and four wheeled vehicle. Though a liberal move, the licensing
system was still very much intact
MUL introduced maruti 500 in 1983 providing a complete face lift to the Indian car industry.
The car was launched as a people car with a price tag of rs.40,000. This changed the industry‟s provide
dramatically. Maruti 500 was well accepted by middle income families in the country and its sales

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increased from 1200units in FY84 to more than 20,000 units in FY2001, this figure came down to 189,
184 units, due to rising competition from Hyundai‟s, Santo, telcos indicia and Daewoo‟s matiz..
MUL extended its product rang to include vans, multi-utility vehicles (MUV‟S) and mid-sized
cars. The company has single handedly driven the sales of cars in the country from 45,000 in FY84 to
409,951. Cars FY 2001, concerning around 76.6% market share. With increasing competition from new
entrants, this market share has plummeted to almost 62% in FY2001.
The de-licensing of auto industry in 1993 open the gates to a virtual food of international auto
makers in to the country with an idea to tap the large population base of 950mm people. Also the lifting
of quantitative restrictions on imports by the recent policy is expected to add up to the flurry of foreign
cars in to the country.
Many companies have entered the car-manufacturing sector, to tap the middle and premium end
of cars in to the country. The new entrants are Daewoo (matiz), Telco (indica) and Hyundai(santro) in
upper hand of economy car market. GM ford, Peugeot, Mitsubishi, Honda and fait have entered the mid-
sized car segment and Mecedes-benz is in the premium end of the market. Car manufactures like
Malaysia based proton are also in line to hit the Indian ramp.

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Over View of the company Profile
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company
(HMC). HMIL is the largest passenger car exporter and the second largest car manufacturer in India. It
currently markets eight passenger car models across segments -- in the A2 segment it has the Eon,
Santro, i10 and the i20, in the A3 segment the Accent and the Verna, in the A5 segment Sonata and in
the SUV segment the Santa Fe.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of advanced
production, quality and testing capabilities. HMIL forms a critical part of HMC's global export hub, it
touched 1.5 million in exports in March 2012. It currently exports to more than 120 countries across EU,
Africa, Middle East, Latin America and the Asia Pacific. HMIL has been India's number one exporter
for seven years in a row. To cater to rising demand the company commissioned its second plant in
February 2008 having an installed capacity of 330,000 units per annum. To support its growth and
expansion plans HMIL currently has 346 dealers and around 800 service points across India. In its
commitment to provide customers with cutting-edge global technology, HMIL set up a modern multi-
million dollar R&D facility in Hyderabad. The R&D centre endeavors to be a center of excellence in
automobile engineering.
International Operations
Hyundai was started in 1967 when the founders decided to assemble someone else‟s vehicles. The
founder developed his own vehicles and succeeding in exporting vehicles to other countries. Even
though Hyundai started in Korea in 1967, they have expanded their production facilities worldwide.
There are 50,000 strategists, engineers, designers, marketing, PR and sales specialists, line workers
distributors and dealers in 193 countries.
Hyundai sources very few components from India but is on the verge of increasing that level. However,
the company wants India to improve the quality of its products. In order to make India a global hub, the
company needs consistent quality. India is Hyundai‟s second largest market in the world.
In terms of worldwide sales, the US, Chinese and Indian marketing are doing well. The company does
not plan to introduce commercial vehicles in India.
India is the worldwide hub for small cars of Hyundai, the larger exporter of cars from India. Hyundai
has also developed a model in India for sales.

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Hyundai has a production plant in Tamil Nadu which will double its production capacity to 600,000
units per annum.
Hyundai will grab a large share of the car market by turning its operations in India and China into key
design, manufacturing, and export hubs for its entire global operations.
Top Exports
Hyundai Motor India Ltd. Exports is the largest car exporter from India, contributing to 66 per cent of
the total passenger exports. The company exported 247,102 cars in 2010 to 110 countries. The cars that
it exported include the Santro, i10, i20 and Accent. The exports grew by 10.7 per cent over the previous
year. Hyundai Motor India Limited has a strong export market, which includes European Union, Africa,
Middle East, Latin America, Asia and Australia. By 2010, Hyundai had exported 10 lakh cars.
Hyundai Motor India Limited began exporting cars in 1999 when it shipped 20 Santros to Nepal. By
2004, the company exported 1,00,000 cars, by 2005, it exported 2,00,000 cars and by 2006, it had
exported 5,00,000 cars.
Apart from achieving milestones in terms of numbers, in terms of specific cars and countries, Hyundai
exported the first Getz on March 26, 2007, according to the company website. Additionally, it‟s first
shipment to the United Kingdom was on November 29, 2005, to Latin America was on March 13, 2003,
to Algeria on July 21, 2000.
Top Future Plans
Hyundai plans to launch not one but six cars in the next three years. The company plans to launch two
cars per year for the next few years. Among the six cars that are going to be launched, Hyundai
ElantraAvante will be the first car to hit the road.
The other cars that the company plans to launch is the Hyundai i10, the i20 and the i30 really soon. The
company might also launch the Verna, another variant of cars. The i20 mini MPV is made by Hyundai‟s
European design center. It will have a unique exterior and interior look to differentiate it from its Kia
counterpart. Two other cars that will hit the road will be the Hyundai Sonata or the i40. The wagon
model will be introduced first followed by the sedan variant. It will have powertrain technology and
diesel and gasoline engines. The car will have a 2.4 litre Theta engine.
Finally the most impressive car of the year for 2011, is the Hyundai Veloster. It‟s a two door coupe that
replaces the Hyundai Coupe/Tiburon.
The company also plans to expand to the domestic market by establishing more dealerships in India.

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MISSION & VISION
Hyundai released its Vision 2020 to establish the firm as the global leader in the automobile market. The
company focuses on key vision strategies:
AUTOMOTIVE VISION
“To become a trusted lifetime partner of our customers, we will bring a new perspective to automobiles
through innovative mobility solutions based on human-centric, eco-friendly technologies and services.”
STEEL VISION
“As an eco-friendly, resource-circulating company, we will lead a new era in the steel industry by
providing high value-added products and services and realizing world's best competitiveness based on
cooperative relations with our stakeholders.”
CONSTRUCTION VISION
“As a global leading provider of high-value engineering solutions, we will create the foundation for a
better life through cross-business synergy and convergence with future technologies.”
Hyundai focuses on five main values: Customer, Challenge, Collaboration, People and Globality.
Providing customers top service will be at the top of their agenda. The company will venture into new
areas and not remain traditional. The company will have a spirit of collaboration. People will be
respected and valued. The company is not limited to country-centric areas but will be known in the
global arena.
Awards & Recognition
2012
 Verna gets the 'Sedan Of The Year 2011' Golden Steering Award
 HMIL gets the 'Automotive Company Of the Year 2011' Golden Steering Award
 Eon gets the 'Entry-Level Hatchback Of The Year' at ET Zigwheels Awards 2011
 HMIL gets the 'Best Car Manufacturer 2012' award by Motor Vikatan magazine

2011
 New Fluidic Verna wins the „Reader‟s Choice Mid-size Car of the Year‟ at Top Gear Awards
2011
 Santa Fe awarded 'Import SUV of the Year' by CNBC TV18 Overdrive Awards 2011
 Santa Fe awarded 'SUV of the Year' by Business Standard Motoring Awards 2011

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  Santa Fe awarded 'SUV of the Year' by Car India Awards 2011
 Santa Fe awarded 'Full size SUV of the Year' by NDTV Car & Bike Awards 2011

2010
 HMIL receives the 'Niryat Shree‟ Gold and Silver Trophies for 2008-09 by the Federation of
Indian Export Organisations (FIEO). The Gold Trophy was received in the Engineering and
Metallurgical products – Non-MSME category and the Silver Trophy in the Highest Foreign
Exchange Earner category.
 HMIL received the 'All India Award for Export Excellence 2008-09' by the Engineering Export
Promotion Council (EEPC). HMIL was awarded the Gold Trophy – in the Large Enterprise
category.
 HMIL gets CSR award from Tamil Nadu Deputy Chief Minister Mr. M. K. Stalin
 Hyundai i10 wins 'Small Family Favourite Car Award' by CarWale.com
 Hyundai i20 wins the „Viewer‟s Choice Award‟ at the Overdrive CNBC TV 18 Awards 2010.
 Hyundai Motor India Ltd wins the award for „Customer Service‟ at the Apollo Auto India Best
Brand Awards 2010.
 Hyundai i20 wins the „Design of the Year‟ award at the NDTV Profit Car & Bike Awards 2010.
 Hyundai i10 brand ambassador Shahrukh Khan wins the „Brand Ambassador of the Year‟ award
at NDTV Profit Car & Bike Awards 2010.

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 CHAPTER III
FRAMEWORK OF MARKETING

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MARKETING

Marketing is "The process of planning and executing the pricing, promotion, and distribution of goods,
ideas, and services to create exchanges that satisfy individual and organizational goals." Another
definition, perhaps simpler and more universal, is “The process of moving people closer to making a
decision to purchase, use, follow, refer, upload, download, obey, reject, conform, become complacent to
another person's, society's or organization's value. Simply, if it doesn't facilitate a "sale" then it's not
marketing.

Types of Markets

The word market originally meant the place where the exchange between seller and buyer took place.
Today we speak of a market as either a region where goods are sold and bought or particular types of
buyers. When strategizing specialists in marketing comment about markets they are usually referring to
the different groups of people and/or organizations. The four major market groups are 1) Consumer, 2)
Business to Business, 3) Institutional, and 4) Reseller.Branding refers to the sum total of your company's
value-proposition:Products, Services, People, Advertising, Positioning, Culture, and Partner
Relationships.

Product, Price, Promotion, and Place:-

In popular usage, "Marketing" is the promotion of products, especially advertising and branding.
However, in professional usage the term has a wider meaning that recognizes that marketing is customer
centered. Products are often developed to meet the desires of groups of customers or even, in some
cases, for specific customers. McCarthy divided marketing into four general sets of activities. His
typology has become so universally recognized that his four activity sets, the Four Ps, have passed into
the language.

The Four P’s are:

 Product: The Product management and Product marketing aspects of marketing deal with the
specifications of the actual good or service, and how it relates to the end-user's needs and wants.
 Pricing: This refers to the process of setting a price for a product, including discounts.

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  Promotion: This includes advertising, sales promotion, publicity, and personal selling, and
refers to the various methods of promoting the product, brand, or company.
 Place or Distribution refers to how the product gets to the customer; for example, point of sale
placement or retailing. This fourth P has also sometimes been called Place, referring to “where”
a product or service is sold, e.g. in which geographic region or industry, to which segment
(young adults, families, business people, women, men, etc.).

These four elements are often referred to as the marketing mix. A marketer can use these variables to
craft a marketing plan. The four Ps model is most useful when marketing low value consumer products.
Industrial products, services, high value consumer products require adjustments to this model. Services
marketing must account for the unique nature of services. Industrial or b2b marketing must account for
the long term contractual agreements that are typical in supply chain transactions. Relationship
marketing attempts to do this by looking at marketing from a long term relationship perspective rather
than individual transactions.

Seven P's in addition to product, price, promotion, and place, they included people, physical evidence,
and process. "People" was added, to recognize the importance of the human element in all aspects of
marketing. They added "process" to reflect the fact that services, unlike physical products, are
experienced as a process at the time that they are purchased. "Physical evidence" or "peripheral clues"
reflects the physical surroundings associated with a service encounter or retail location. Other marketing
theorists include "partners" as a mix variable because of the growing importance of collaborative
channel relationships.

Many transformations are accomplished by converting Product into "customer solution", Price
into "cost to the customer", Place into "convenience", and Promotion into "communication". These are
four C's.

Shortly after developing the four P's, twelve decision variables were taken by well known
authors. They were product planning, pricing, branding, channels of distribution, personal selling,
advertising, promotions, packaging, display, servicing, physical handling, and fact finding.

The marketing variables into two categories: the offering, and process variables. The "offering" consists
of the product, service, packaging, brand, and price. The "process" or "method" variables included

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advertising, promotion, sales promotion, personal selling, publicity, distribution channels, marketing
research, strategy formation, and new product development.
CONSUMER BEHAVIOUR:
The term consumer behavior refers to the behavior that consumer‟s display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will satisfy their
needs. To study the consumer behavior they will consider what they buy, when they buy, why they buy,
where they buy, how often they buy and how often they use it. What kinds of consumers think of insurance?
What feature do they look for? What feature do they seek, Answers to these questions can be found through
consumer research and design modification promotional strategy for example, couple of experience
dissatisfaction with their choose of an automobile, perhaps because of continuous service problems.
They may communicate their dissatisfaction to friends and in turn influence their friend‟s future model
again prescribing their own future selection decisions. Each of these consequences of consumer post
purchase dissatisfaction has significant ramifications for automobile marketers, who have built post
purchase strategies into their promotional campaign.
Consumer behavior developed as a separate marketing discipline. Marketers had long rated that
consumers did not always act or react marketing theory would suggest. The size of the consumer market
in this country was vast and constantly expanding. Billions of dollars were spent on goods and services by
tens of millions of people. Consumer preference was changing under highly diversified conditions. Even in
industrial markets, where needs for goods and service were always more homogeneous than in consumer
market. Buyers exhibiting diversified preferences and less predictable purchase behavior.
Market researchers began it study the buying behavior of the consumers, they soon realized that
despite some times “me too” approach to fads and fashions. Many consumers rebelled at identical
products every one else used instead. They preferred differentiated products that they felt reflected their own
special needs, personalities and lifestyles. To better meet the needs of specific groups of consumers, most
marketers adopted policy of market segmentation, which called for the division of their potential market in
to smaller, homogeneous segment for which they could design a specific product and promotion
campaign. They also used promotional techniques to very the image of their products so that they would
be perceived as better fulfilling the specific needs of certain target segments a process now known as
positioning. Other reason for the developing of interest in consumer movements. Public policy
concerns, Environmental concerns and the growth of non-profit marketing and international marketing.
In addition to the fast phase of new product introduction, other factors contributes to the development of

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consumer behavior e.g. a market displaying the growth of consumer‟s movement created an urgent need to
understand how consumers make consumption decision.
Today‟s scenario in the world, the total business in all fields depends on the consumer-buying
behavior. Without knowing that nobody wick achieve their goals and profits. So consumer-buying behavior
play a vital role in business.
Consumer Behavior Models are Six. They are-
NICOSIA MODEL
HOWARD SHETH MODEL
ENGEL - BLACKWELL MODEL
SHETH FAMILY DECISION MAKING
BETTAM INFORMATION PROCESSING MODEL
SHETH - NEWMAN - GRASS MODEL
In these 6 models first three models are related to consumer decision making on how individual
consumers arrive at brand choices. The fourth model is related with family decision making. Particular
attention is given to factors that influence the extent and nature of family member‟s contribution to
purchase decision.
The fifth model focused on a consumer information processing perspective. It focuses on the
cognitive aspects of information search and processing and indicates how consumers use information to
arrive at various types of buying decisions. The last model is concerned with the consumption values
specifically why consumers choose to buy or not by ascertaining product type of the product or specific
brand.
The Indian car industry as we se today is relatively in origins. Except the ubiquitous ambassador
and the premier padmini‟s there was not much moving around with the Indian tag. The restrictive
policies of the Indian government did not allow foreign players to shop in India and in the absence of
adequate technology and purchasing power it resulted in the slow growth of the industry even after a
long time since independence. The demand for cars increased from 15,714 in FY60 to LTD, a GOI JV
with suzuki of Japan in 1983 which so called people‟s car and amore favorable policy frame work
resulted in a CAGR of 18.6% in car sales from FY81 to FY90.
After witnessing a down turn from FY90 to FY93, car sales bounced back to register 17%
growth rate till FY97, since then the economy slummed into recession and this affected the growth of

20
the automobile industry as a whole. As a result car sales remained almost stagnate in the period between
FY97 and FY99.
However with the revival in the economy, FY2001 turned volume sales of FY96-00 stands at
16.6% on the basis of price. The India car industry can be classified into economy or the small car (up to
3mm) economy segment dominates with the market share of about 80% of total car sales in FY00.
Taking in to consideration the rising expendable income levels and necessity of personal
transportation means, the demand for cars is expected to increase ; FY00 was indicators of the growth
phase to follow registering 20years high grow rate 56% yoy.
The second highest growth rate was recorded in 1985 at 42% yoy. When maruti had entered the
maket riding on the popularity of the small car segment , coupled with the boost is sales of the mid-size
segment the total sales grew by 56% yoy. However such high levels of growth is highly unsustainable in
the long run given that there is a yet unutilized capacity in the industry. This would make the question of
survival important and car makers would have to pay their cards well to remain in connection. Moreover
, sales growth in FY00 was calculated on a lower base of FY00.
Exports are expected to increase as a result of ever capacity in the domestic car industry and
government‟s policy to bring in a more liberal regime on the foreign exchange front.
The flood of new entrants into the car industry as a result of liberalization has led to a complete
transformation of the sector. The car segment is flooded with new models from new and existing
players, a visible shift from a constrained supply situation to the surplus. In last decade or so, as many as
30 models have invaded the market making it a case of embarrassment of riches. Moreover a lot many
models are waiting to hit the ramp by the end of the year.
The capacity of car production has increased substantially in the last 3 years and is expected to
grow manifold in the coming years. The capacity for car production in the coming years. The capacity of
car production in the country is expected to increase from around 7,50,000 in FY99 to 1,210,000 in
FY01. The industries will thus witness sustained over capacity in the next few years. The low capacity
utilization will force are marketing war between the car manufactures. The industry may also witness a
shake out resulting in withdrawal of players from the segment in next three years.
The car buyer will be the major beneficiary of the marketing war in the segment as they will be able get
technologically better products at good terms and conditions. But with an expected shake out the threat
of discontinuation of model is also high.

21
MODEL OF CONSUMER BEHAVIOUR

Marketing Other stimuli Consumer Consumer

stimuli Consumer Decision Decisions
Characteristics Process
Product
Product Economic Cultural Problem Choice
Price Technological recognition Brand
Place Political Social Information Choice
Promotion Cultural Search Dealer
Personal Evaluation Choice
Decision Post Purchasing
Psychological Purchase Timing
Behavior. Purchasing
Amount

22
 DETAILED MODEL OF
FACTORS INFLUENCING CONSUMER BEHAVIOUR

Cultural
Factors
Social Factors
Culture Reference Personal Factors
groups
Sub Culture Age and Life Psychological
Family Cycle Factors
Social Class Occupation Motivation
Economic Perception
Roles & Circumstances Learning Buyers
Status Lifestyle Beliefs and
Personality and Attitudes
Self Concept

23
 CHAPTER IV

DATA ANALYSIS
AND
INTERPRETATION

24
 1) DO YOU OWN A CAR?
A) YES B) NO

TABLE NO. 1

Options No of Customers Percentage

of
respondents
YES 100 100
NO 0 0
Figure no-1

120

100

80
YES
60

40

20

0
No of Customers %

INTREPRETATION:
All the 100 customers interviewed said that they owned a car.

25
 2) WHICH CAR DO YOU OWN?
A) VERNA B) EON C) I10 D) I20 E) ELANTRA F) SONATA G) OTHERS
TABLE NO. 2

Options No of Customers Percentage

of
respondents
VERNA 29 29
EON 10 10
I10 20 20
I20 22 22
ELANTRA 6 6
SONATA 5 5
OTHERS 8 8

Figure no-2
35

30

25

20

15 No of Customers
%
10

26
INTERPRETATION-

Among the all 100 customers interviewed majority of 29% of the customers owned Verna, 10% of the
customers owned Eon, 20% of the customers owned i10, 22% of the customers owned i20, 6% of the
customers owned Elantra, 5% of the customers owned Sonata, 8% of the customers owned other car.

27
3. DID YOU TAKE TEST DRIVE BEFORE BUYING YOUR CAR?
A) YES B) NO

TABLE NO. 3

Percentage
No.of of
OPTIONS Customers respondents
YES 56 56
NO 44 44

FIGURE NO. 3

Total No of Customers who took test ride

Before purchasing the car

70
60
50
40
30
20
10
0
YES NO

INTERPRETATION:
Among the all 100 customers interviewed
A majority of 56% of the customers have taken the Test Ride before purchasing the cars.
44% of the customers have not taken the Test Ride before purchasing the cars.

28
4)YOUR PREFERENCE OF BUYING ANY OTHER CAR BEFORE BUYING THIS CAR?
A) MARUTI SUZUKIB) TOYOTA C) HONDAD) NISSAN E)
TATAF)VOLKSWAGONG)RENAULTH)SKODAI)BMWJ)AUDI K)
MERCEDES……………………

TABLE NO. 4

Percentage
NO.OF
DIFFERENT BRANDS of
RESPONDENTS
respondents
MARUTHI SUZUKI 25 25
TOYOTA 12 12
HONDA 13 13
NISSAN 6 6
TATA 10 10
VOLKSWAGON 8 8
RENAULT 12 12
SKODA 4 4
BMW 5 5
AUDI 2 2
MERCEDES 3 3

FIGURE NO.4

29
INTERPRETATION:
Among the all 100 customers interviewed for HYUNDAI VERNA :

 A majority of 25% of the customers prefer to buy HYUNDAI accent before buying the
HYUNDAI VERNA.
 18% of the customers prefer to buy HYUNDAI I 10 before buying the HYUNDAI VERNA.
 16% of the customers prefer to buy HYUNDAI Elentra before buying the HYUNDAI VERNA.
 11% of the customers prefer to buy MARUTHI 800 before buying the HYUNDAI VERNA.
 10% of the customers prefer to buy VERNA Plus before buying the HYUNDAI VERNA.
 7 % of the customers prefer to buy MARUTHI ZEN before buying the HYUNDAI VERNA.
 7 % of the customers prefer to buy HYUNDAI Santro before buying the HYUNDAI VERNA.
 4 % of the customers prefer to buy Tayotacarola before buying the HYUNDAI VERNA.
 2 % of the customers prefer to buy Honda city before buying the HYUNDAI VERNA.
 2 % of the customers prefer to buy BMW before buying the HYUNDAI VERNA.
 1 % of the customers prefer to buy MERCIDAZ.
 1% of the customers prefer to buy HONDA CITY before buying MARUTHI SWIFT
 2% of the customer prefer to buy Mercidazbenz before buying MARUTHI SWIFT

30
5. INFLUENTIAL PERSONS FOR PURCHASING THE CAR?
A) FRIENDS /RELATIVES B) MECHANIC C) SALES EXECUTIVE
TABLE NO. 5
Percentage
INFLUENTIAL of
PERSONS No ofRespondents respondents
Friends/Relatives 50 50
Mechanic 20 20
Sales Executive 30 30

FIGURE NO. 5
60

50

40

Friends/
30 Relatives

Mechanic
20

Sales
10 Executive

0
No of %
Respondents

INTERPREATION:Among the all 100 customers interviewed

 A majority of 50 % of the respondents were influenced by Friends & Relatives for purchasing
the cars.
 20 % of the respondents were influenced by the Mechanic for purchasing the cars.
 Another 30 % of the respondents were influenced by the Dealer‟s Sales Executive for
purchasing the cars.

31
6. WOULD YOU OPT FOR AN EXCHANGE OF YOUR CAR?
A) YES B) NO

TABLE NO 6

Percentage
of
OPTIONS No. of Respndts respondents
YES 23 23
NO 77 77

FIGURE NO.6

Number of Customers Opted for

Exchange
100
90
80
70
60
YES
50
40 NO
30
20
10
0
No. of %
Respndts

INTERPRETATION :
Among the all 100 customers interviewed
 A minority of 23 % of the respondents opted for Exchange.
 A majority of 77 % of the respondents did not opted for Exchange.

32
7. HAVE YOU TAKEN FINANCE FOR BUYING YOUR CAR?
A) YES B) NO

TABLE NO. 7

Percentage
of
OPTION No. of Respondents respondents
YES 20 20
NO 80 80

FIGURE NO.7

Number of Customers Opted for

Finance
90
80
70
60
50
YES
40
30 NO
20
10
0
No. of %
Respondents

INTERPRETATION :
Among the all 100 customers interviewed
 A majority of 20% of the respondents opted for finance of the cars.
 A minority of 80% of the respondents did not opted for finance of the cars.

33
8. RATE YOUR CAR IN TERMS OF COMFORT?
A) VERY GOOD B) GOOD C) AVERAGE D)POOR

TABLE NO. 8
Percentage
No of of
COMFORT Respondents respondents Ranks
V.Good 12 12 3
Good 64 64 1
Average 20 20 2
Poor 4 4 4
TOTAL 100 100

FIGURE NO.8

34
 80

70

60

50
V.Good
40 Good
Average
30
Poor
20

10

0
No. of % Ranks
Respndts

INTERPRETATION:
Among the all 100 customers interviewed
 Of the total respondents interviewed 12% of the customers feel that the performance of the cars in
terms of Comfort is V.Good.
 A majority of 60 % of the customers feel that the performance of the cars in terms of Comfort is
good.
 24 % of the customers feel that the performance of the cars in terms of Comfort is Average.
 4 % of the customers feel that the performance of the cars in terms of Comfort is Poor.

35
9. RATE YOUR CAR IN TERMS OF FUEL EFFICIENCY?
A)VERY GOOD B)GOOD C) AVERAGE D)POOR

TABLE NO .9
Percentage
No of
Ratings ofRespondents respondents Ranks
V.Good 16 16 3
Good 38 38 1
Average 36 36 2
Poor 10 10 4
TOTAL 100 100

Figure No 9

Performance of the Cars in terms of

Fuel Efficiency
70

60

50

40
V.Good
30 Good
Average
20 Poor

10

No of % Ranks
Responds

36
INTERPRETATION :
Among the all 100 customers interviewed
 Of the total respondents interviewed 16% of the customers feel that the performance of the cars in
terms of Fuel Efficiency is V.Good.
 Of the total customers 38% feel that the performance of the cars in terms of Fuel Efficiency is Good.
 36% of the customers feel that the performance of the cars in terms of Fuel Efficiency is Average
 10% of the customers feel that the performance of the cars in terms of Fuel Efficiency is Poor.
.

37
10. MILEAGE OF YOUR CAR?
A) 15 KMS/LTRS. B) 18 KMS/LTRS.C) 20 KMS/LTRS. D) 25 KMS/LTRS.

TABLE NO. 10
No.of Percentage of
Mileage Respondents respondents
15 kms/Ltr 12 12
18 kms/Ltr 28 28
20 kms/Ltr 42 42
25 kms/Ltr 18 18
TOTAL 100 100

FIGURE NO.10

Mileage of Car Customer is Getting

45

40

35

30

25
18Kms/Ltr
20

15 21Kms/Ltr
10
23Kms/Ltr
5
25Kms/Ltr
0
No of %
Responds

38
INTERPRETATION:
Among the all 100 customers interviewed
 Out of the total customers, a no. of 12 customers are getting mileage between the range of 15
kms/Ltrs.
 28 Customers are getting mileage between the range of 18 Kms/Ltrs.
 42 Customers are getting mileage between the range of 20 Kms/Ltrs.
 18 Customers are getting mileage between the range of 25 Kms/Ltrs

39
11. MILEAGE YOU ARE EXPECTING?
A) 25 KMSB)30 KMS

Table No. 11
Percentage
of
Mileage No ofRespondents respondents
25 kms/Ltr 64 64
30 kms/Ltr 36 36
Total 100 100

FIGURE NO. 11

Mileage of Car Expected by the

Customer
70

60

50

40

30
25-
20 Kms/Ltr
30-
Kms/Ltr
10

0
No.ofRespnds %

40
INTERPRETATION:
Among the all 100 customers interviewed
 Out of the total customers, a large no. of 64 customers expects the mileage of the cars between the
ranges of 25 Kms/Ltrs.
 36 Customers expect the mileage between the range of 30 Kms/Ltrs.

41
12. YOUR OPINION ABOUT YOUR CAR‟S ENGINE?
A) GOOD B) POOR
TABLE NO.12
Percentage
OPTION No of Respondents of
respondents
Good 68 68
Poor 32 32
TOTAL 100 100

FIGURE NO.12

Customers Opinion about the Respective CAR Engine.

80

70

60

50
Good
40 Poor

30

20

10

0
No. of %
Responds

INTERPRETATION:
Among the all 100 customers interviewed
 68 % of the customers opinion about the cars‟s Engine is Good and there is no problem in the
Engine.
 32 % of the customers opinion about the cars‟s Engine is Poor and there are many problems in
the Engine.

42
13. WHICH TYPE OF PROBLEM YOU FACED WITH YOUR CAR?
A) GEAR SHIFTING PROBLEM B) ENGINE SOUND C) LOW MILEAGE D)OTHER
TABLE NO. 13
Percentage
of
OPTION No ofRespondents respondents
Gear shifting problem 13 13
Engine sound 23 23
Low Mileage 32 32
Others 30 30

FIGURE NO. 13
35

30

25

20
No of Respondents
15
%
10

0
Gear shifting Engine Low Mileage Others
problem sound

INTERPRETATION:
Among the all 100 customers interviewed
 A majority of 13 % of the customers face the problem of Gear Shifting in the cars.
 32 % of the customers face the problem of Very Low Mileage in the cars.
 23 % of the customers face the problem of Engine Knocking Sound.
 30 % of the customers cars others problems.

43
14. ARE YOU SATISFIED BY THE OVER ALL PERFORMANCE OF YOUR CAR?
A) YES B) NO

TABLE NO.14
Percentage
of
OPTION No of Respondents respondents
YES 72 72
NO 28 28
TOTAL 100 100

FIGURE NO. 14

No. of Customer Satisfied by the

Respective cars
80

70

60

50

40
YES
30
NO
20

10

0
No of %
Respondents

44
INTERPRETATION:
Among the all 100 customers interviewed
 A majority of 72 % of the customers are fully Satisfied by the cars VERNA.
 28 % of the customers are not satisfied by the cars which they have..

45
15.MAINTENANCE EXPENDITURE OF YOUR CAR?
A) EXPENSIVEB) OK C)CHEAP
Table No. 15
Percentage
of
OPTION No of Respondents respondents
Expensive 10 10
O.k. 75 75
Cheap 15 15
Total 100 100

FIGURE NO 15

Maintenance of the CARS as compared

To other CARS
90
80
70
60
50 Expensive
40
Ok
30
20
Cheap
10
0
No of %
Respondents

INTERPRETATION:
Among the all 100 customers interviewed
 10 % of the customers said that the Maintenance of the Cars is Very expensive as compared to other
cars.
 75 % of the customers said that the Maintenance of the Cars is OK as compared to other cars.
 15 % of the customers said that the Maintenance of the Cars is Cheap as compared to other cars.

46
16. YOU‟RE RATING TO THE SERVICES OFFERED BY HYUNDAI?
A) VERY GOOD B) GOOD C)AVERAGE D)BAD E)VERY BAD

TABLE NO. 16
Percentage
of
Ratings NoofRespondents respondents Ranks
V.Good 6 6 4
Good 62 62 1
Average 24 24 2
Bad 8 8 3
V.Bad 0 0 5

FIGURE NO. 16

47
 Customer Ratings
70

60

50

40 V. Good
Good
Average
30
Bad
V. Bad
20

10

0
No of % Ranks
Respondents

INTERPRETATION:
Among the all 100 customers interviewed
 A majority of 62 % of the customers felt that the services offered by Hyundai aregood.
 24 % of the customers felt that the services offered by Hyundai areAverage.
 8 % of the customers felt that the services offered by Hyundai arebad.
 6 % of the customers felt that the services offered by Hyundai are very good.

48
17.WHAT DO YOU THINK IS MOST EFFECTIVE MEDIA THAT HELPS A BRAND TO REACH
PEOPLE?
A) NEWSPAPER B)MAGAZINES C)E-ADS D)TELEVISION

TABLE NO. 17

Effective media No of Respondents Percentage of respondents

Newspaper 40 40
Magazines 15 15
E-Ads 15 15
Television 30 30

FIGURE NO. 17
45
40
40
35
30
30
25
No of Respondents
20
15 15 %
15
10
5
0
Newspaper Magazines E-Ads Television

INTERPRETATION:
Among the all 100 customers interviewed
 A majority of 40% of the customers felt newspaper as the most effective media.
 15 % of the customers felt magazine as the effective media.
 15 % of the customers felt E-Ads as the effective media.
 30% of the customers felt television as the effective media.

49
18.WHO DOES YOU FEEL CAN BECOME MOST EFFECTIVE AS A BRAND AMBASSADOR?
A)SPORTSTAR B)MODELS C)FILMSTAR D)OTHERS
TABLE NO. 18

Effective brand ambassador No of Respondents %

Sport stars 35 35
Models 20 20
Film stars 30 30
Others 15 15

FIGURE NO. 18

40
35
35
30
30

25
20
20 No of Respondents
15
%
15

10

0
Sport stars Models Film stars Others

INTERPRETATION :
Among the all 100 customers interviewed
 A majority of 35% of the customers felt sport stars in the ads would help more in influencing
people.
 20 % of the customers feltmodels in the ads would help more in influencing people.
 30% of the customers felt film stars in the ads would help more in influencing people.
15% of the customers felt sport stars in the ads would help more in influencing people.

50
19. YOUR APPROXIMATE EARNING
A) 40000-60000 PMB) 60001-100000 PM C) 100001-150000PM D) 150001-200000PM

TABLE NO. 19
Percentage of
Rangeof Income NoofRespondents respondents
Rs40000-60000pm 8 8
Rs60001-100000pm 25 25
Rs100001-150000pm 42 42

Rs150001-200000pm 25 25

FIGURE NO. 19

Approximate Earning of Customers Interviewed

Per Month
50
45
40
35
30
Rs40000-
25 60000pm
Rs60001-
20 100000pm

Rs100001-
15 150000pm

10 Rs150001-
200000pm
5
0
No of %
Responds

51
INTERPRETATION :
Among the all 100 customers interviewed
 A majority of 42% of the customers income fall under the range Rs 100001/- to Rs 150000/- p.m
 25 % of the customers income fall under the range of Rs 150000/-toRs 250000/-p.m..
 25 % of the customers income fall under the range of Rs 60001/-toRs 100000/- p.m.
 8% of the customers income fall under the range of Rs 40000/- to 60000/- p.m.

52
 CHAPTER V

FINDINGS&CONCLUSION

53
FINDINGS:
 The Consumers Behavior towards company service is satisfactory.
 Most of the consumers says prices are high.
 Many of the consumers know about the brand through advertisements, friends and advisors.
 Many of the consumers suggest televisions, newspaper, magazines as right way to advertise.
 Most of consumers feel maintenance cost is high.
 Most of them are satisfied with the models they have been provided by Hyundai.
 Most of the consumers recommended Hyundai as best brand.

SUGGESTIONS:

 Training more Advisors will improve the sales.

 Brand building will be effective to improve the sales.
 Frequent offers will improve the investment policies.
 They should give advertisements in the local media.
 Hyundai consumers are satisfied. So try to keep up the goodwill already built.

CONCLUSION:
The respondents are mostly students and employees. Consumer while purchasing a car they look
for the mileage followed by price. While purchasing a particular brand customers are very much
influenced by relatives and friends in selection of brand. While selecting a particular brand, the
majorities of the consumers are influenced by the brand ambassador and has an effect on decision-
making. The most effective Brand Ambassador, from the consumer point of view is sports person
followed by film personality. From the consumer point of view, the most effective media to reach the
people is electronic followed by hording and print media. The Brand name plays a vital role in building
trust and confidence in the product and its success. According to the consumers, the top twos Brands
areHYUNDAI and MARUTHI.

54
 QUESTIONNAIRE FORM
NAME-…………………… AGE-……………………………
GENDER-………….....….. OCCUPATION-……………….

1. DO YOU OWN A CAR

A) YES B) NO

2) WHICH CAR DID YOU OWN?

A) VERNA B) I10 C)I20 D)EON E)ELENTRA

3. DID YOU TAKE TEST DRIVE BEFORE BUYING YOUR CAR?

A) YES B) NO

4.YOUR PREFERENCE OF BUYING ANY OTHER CAR BEFORE BUYING THIS CAR?
A) MARUTI 800 B)SWIFT C)BMW D)SKODA E) OTHERS……………………

5. INFLUENTIAL PERSONS FOR PURCHASING THE CAR?

A) FRIENDS /RELATIVES B)MECHANIC C)SALES EXECUTIVE

6.WOULD YOU OPT FOR ANEXCHANGE OF YOUR CAR?

A) YES B) NO

7. HAVE YOU TAKEN FINANCE FOR BUYING YOUR CAR?

A) YES B) NO

8.RATE YOUR CAR IN TERMS OF COMFORT?

A) VERY GOOD B) GOOD C) AVERAGE D)POOR

9.RATE YOUR CAR IN TERMS OF FUEL EFFICIENCY?

A)VERY GOOD B)GOOD C) AVERAGE D)POOR

55
10. MILEAGE OF YOUR CAR?
A) 15 KMS/LTRS. B) 18 KMS/LTRS.C) 20 KMS/LTRS. D) 25 KMS/LTRS.

11. MILEAGE YOU ARE EXPECTING?

A)25 KMS B)30 KMS

12. YOUR OPINION ABOUT YOUR CAR‟S ENGINE?

A) GOOD B) POOR

13.WHICH TYPE OF PROBLEM YOU FACED WITH YOUR CAR?

A) GEAR SHIFTING PROBLEM B) ENGINE SOUND C) LOW MILEAGE D)OTHER

14. ARE YOU SATISFIED BY THE OVER ALL PERFORMANCE OF YOUR CAR?
A) YES B) NO

15.MAINTENANCE EXPENDITURE OF YOUR CAR?

A) EXPENSIVEB) OK C)VERY LOW

16. YOU‟RE RATING TO THE SERVICES OFFEREDBY HYUNDAI?

A) VERY GOOD B) GOOD C)AVERAGE D)BAD E)VERY BAD

17.WHAT DO YOU THINK IS MOST EFFECTIVE MEDIA THAT HELPS A BRAND TO REACH
PEOPLE?
A) NEWSPAPER B) MAGAZINES C)E-ADS D)TELEVISION

18.WHO DOES YOU FEEL CAN BECOME MOST EFFECTIVE AS A BRAND AMBASSADOR?
A) SPORTSTAR B) MODELS C) FILMSTAR D)OTHERS

56
 BIBLIOGRAPHY
References :
1. Leon G Shiftman ……………………… Consumer Behavior
2. G.C.Berry …………………………….. Marketing Research
3. Philip Kotler ……………………………. Principles of Marketing
4. Adlarian palmer ……………………….. . Services Marketing

Websites referred:

www.indianautomobile.com
www.hyundaimotors.com

57