A dissertation report on analyzing the effect of successful digital marketing companies on

improving brand performance with reference to kia motors tumkur

CHAPTER-2

RESEARCH DESIGN

2.1 INTRODUCTION OF RESEARCH:

Research is a process to discover new knowledge. In the Code of Federal Regulations (45
CFR 46.102(d)) pertaining to the protection of human subjects research is defined as:
A systematic investigation (i.e., the gathering and analysis of information) designed to
develop or contribute to generalizable knowledge.” The National Academy of Sciences states
that the object of research is to “extend human knowledge of the physical, biological, or
social world beyond what is already known.” Research is different than other forms of
discovering knowledge (like reading a book) because it uses a systematic process called the
Scientific Method.

The Scientific Method consists of observing the world around you and creating
a hypothesis about relationships in the world. A hypothesis is an informed and educated
prediction or explanation about something. Part of the research process involves testing
the hypothesis, and then examining the results of these tests as they relate to both the
hypothesis and the world around you. When a researcher forms a hypothesis, this acts like a
map through the research study. It tells the researcher which factors are important to study
and how they might be related to each other or caused by a manipulation that the researcher
introduces (e.g. a program, treatment or change in the environment). With this map, the
researcher can interpret the information he/she collects and can make sound conclusions
about the results.

Research can be done with human beings, animals, plants, other organisms and inorganic
matter. When research is done with human beings and animals, it must follow specific rules
about the treatment of humans and animals that have been created by the U.S. Federal
Government. This ensures that humans and animals are treated with dignity and respect, and
that the research causes minimal harm.

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No matter what topic is being studied, the value of the research depends on how well it is
designed and done. Therefore, one of the most important considerations in doing good
research is to follow the design or plan that is developed by an experienced researcher who is
called the Principal Investigator (PI). The PI is in charge of all aspects of the research and
creates what is called a protocol (the research plan) that all people doing the research must
follow. By doing so, the PI and the public can be sure that the results of the research are real
and useful to other scientists.

2.2 MEANING OF RESEARCH :

Searching it again and again means Re-search. Research is defined as human activity based
on intellectual application in the investigation of matter. The primary purpose for applied
research is discovering, interpreting, and the development of methods and systems for the
advancement of human knowledge on a wide variety of scientific matters of our world and the
universe. Research can use the scientific method, but need not do so.1 Research is an art of
scientific investigation. It is regarded as systematic efforts to gain new knowledge. The
dictionary meaning of research is a careful investigation or enquiry especially through search
for new facts in any branch of knowledge.

2.3 DEFINITION RESEARCH :

Definition of Research; Research comprises defining and redefining problems, formulating

hypothesis or suggested solutions; collecting, organizing and evaluating data; making
deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis.

M Stephenson and D Slesinger defined research in the Encyclopedia of Social Sciences as

The manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in construction of theory or in the
practice of an art.

Research is an organized and systematic way of finding answers to questions Systematic

because there is a definite set of procedures and steps which you will follow. There arecertain
things in the research process which are always done in order to get the most accurate results.
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 A dissertation report on analyzing the effect of successful digital marketing companies on
improving brand performance with reference to kia motors tumkur

2.4 Meaning of research design.

A research design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the information needed to
structure or solve marketing research problems. In simple words it is general plan of how
company will go about their research.

2.5 Definition of Research Design.

Green and tull defines the research design as “ A research is the specification of methods
and procedures for acquiring the information needed. It is the overall operational pattern
or framework of the stipulates what information is to be collected from which sources by
what procedures.”

2.6 STAGES OF RESERARCH:

Step 01 – Identify the problem.

Step 02 – Review of literature.

Step 03 – Clarify the problem.

Step 04 – Clearly Define terms and concepts.

Step 05 – Define the population.

Step 06 – Develop the instrumentation plan.

Step 07 – Collect data.

Step 08 – analyze the data.

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2.7 REVIEW OF LITERATURE:

Nishad Nawaz: (2017)

Kia India Private Limited is an unlisted private company incorporated on 19 May, 2017. It is
classified as a private subsidiary of a foreign company and is located in Anantapur, Andhra
Pradesh. Its authorized share capital is INR 6,000.00 cr and the total paid-up capital is INR
4,360.34 cr.

Kia India Private Limited's operating revenues range is Over INR 500 cr for the financial year
ending on 31 March, 2021. It's EBITDA has increased by 481.75 % over the previous year. At
the same time, its book net worth has increased by 29.50 %. Other performance and liquidity
ratios

Description: The Company is engaged in automobile distributorship business. It provides new

and used car, spare parts, and repairing services.

Chris Hart: (2018)

Kia Motors’ announcement of its India launch was met with a whole lot of enthusiasm.
Hyundai’s sister brand has been a popular choice in international markets, and buoyed by
Hyundai’s success, has a very elaborate plan for India. It had the biggest show floor among all
brands at the 2018 Auto Expo, and suitably, when I took the 2018 Kia Optima out for a spin
around Delhi, I was stopped multiple times by eager car enthusiasts asking about the brand, the
car itself, and even how to get dealerships for Kia Motors.

This itself is a clear sign of the brand’s intent, and how they aim to establish themselves in the
Indian market once the SP Concept compact SUV rolls out of its Anantapur plant in production
guise. The bigger sign, meanwhile, is the car itself and what it represents for the brand. The Kia
Optima will possibly not be a part of the company’s portfolio when it rolls its first cars out on to
the road, but going by what it has on offer, we certainly hope that it does make it to India some
time ‘round.

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There is no other way to put it - the 2018 Kia Optima is one gorgeous set of wheels. The nose is
sharp and flat, with the uniquely shaped, chrome-studded grill easily setting it apart from
Hyundai’s Fluidic design language. The glass cabin is gently sloped, and is swept back in similar
stance as the Jaguar XJ. To accentuate this sloping line, there is a chrome strip that runs along
the upper trim of the windows - from the edge of the bonnet to the tip of the boot lid.

Neema Mosha and Janeth Marwa: (2019)

Kia Motors had recently introduced its first brand campaign in India, which the company says
has received an overwhelming response from the Indian audience. Based on Kia’s design
philosophy, the campaign has managed to create a buzz on all digital media platforms crossing
250 million views in less than 40 days since its official launch. The film ’Magical Inspiration,
Stunning Designs’ has created hype on different digital platforms by reaching over 168 million
unique online users which is 1/3rd of India’s internet population and generating over 6 million
Kia brand engagements. The South Korean brand says that the Kia India website traffic went as
high as 1.2 Lakhs per day. The campaign has already achieved more than 250 million video
views across social media and over 200 million views on YouTube.

Kia is the fastest company to win 70+ design awards in the world. It has been awarded year-on-
year for its design prowess. This year, yet again, for the 4th consecutive year, Kia has bagged 3
Red Dot Design awards in 2019 for its Ceed range. The design has always been at the pedestal of
Kia’s brand ideology and is prevalent in every single brand campaign. Kia aspires to be the
brand that owns the design space in India.

Daniel Pn: (2020)

This campaign also stands out with best-in-class lift in advertisement recall 36.2% and Brand
favorability 15.4% according to YouTube BLS study. The music of the advertisement is also a
big hit with more than 30K downloads and countless shares of the advertisement ringtone itself.

Manohar Bhat Head of Sales and Marketing, Kia Motors India says we are delighted to witness
such a phenomenal response to our first brand campaign in India. The campaign showcases the
Power to Surprise and at the same time exemplifies Kia’s focus and belief in design, which
makes it different from other automobile campaigns in the market. What is interesting is the

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positive comments and love we have seen from viewers, praising the music and antics in the
campaign. This medium is just the start of a slew of creative Ads that we are yet to craft. Watch
out this space for more magical inspirations.

Lucy Atkins and Megan O’Grady:(2021)

Capability to surprise the world lies within oneself which writes the success story for future.
One such inspirational story is underlined currently which is aiming to establish itself as leading
automotive cars manufacturers in India is named after “Kia Motors-India”. Kia motors is a
South-Korean brand which is 8th largest automotive car manufacturers in the World which
currently targeting India as a new business station. Kia motors launched itself in India at
autoexpo with a brand new campaign as “Magical Inspirations” to deliver high quality product to
establish its feet in Indian automotive business with an aim to surprise the people of India with
unique and candid design features to standout far apart from other foreign car manufacturers

In the quest of its success story, in recent past Kia motors has started its new manufacturing plant
in Anantpur, Andhra Pradesh, India with an aim to establish its market effectively in India for
mass production of cars in India. It’s been a quite big challenge for Kia motors to establish itself
in India due to diversified taste of Indian people. The answers to this big question is again given
by Kia motors designers, manufacturers, market promoters , television commercials thinkers and
marketing personnel by presenting a series of mind-wobbling television commercials which will
make Indian people curious and amazed about its product.

Key feature and USP (unique selling proposition) of Kia Motors is its ability to readily take
inspirations from all worldly available things either living or non-living within the world. In its
first television commercial for marketing its products in India, a set of non-similar entities are
presented in the television commercial such as a foot-baller striking football at some angle, a
flying humming bird, event of astronaut landing and putting his feet for the first time on moon, a
ballet dancer, a tiger, a ball of fire-flies. Message which came from this first television
commercial shows amalgamation of unique and magical inspirations which will give rise to an

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exemplary and unique and also helps in building brand value in India. In addition to this, its first
television commercials also help in attracting people to think and explore about Kia motors

Shona Mc Combes: (2022)

Being a car designer, designer is not satisfied with limited inspirations, but he is open enough to
take inspirations from whole world with aim to deliver best from all other rivals. Lesson which
has to be learnt from this development of unique design certainly includes vital components
which can be summarized such as adaptively to changes, rationale thinking with creativity,
learning from each and every entity of world, integration of new ideas, generation of new ideas,
turning inspirations into reality with a single pointed aim to deliver a unique design to capture
the market.

2.8TITEL OF THE STUDY:

“A dissertation report on analyzing the effect of successful digital marketing companies
on improving brand performance with reference to kia motors, tumkur”

2.9 STATEMENT OF PROBLEMS:

Kia Motors is one of the largest automobile manufacturers in South Korea. They have
been a strong car manufacturing company for many years. Kia manufactures their own
vehicles under their own brand. These cars are often known as stylish and affordable for
many individuals. Even though they have a track record of producing high-quality cars,
within the last decade many individuals have been complaining about Kia engine
problems. The engine is the heart of your car. Without an engine, your car will not run. If
you start to experience Kia engine problems, you could be facing some very costly
repairs. If your engine stops working, your car will shut down. If you notice your Kia is
running differently than normal, you always go get it checked out by a mechanic. They

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will be able to diagnose the problem and give you a price quote so you know what type of
engine repair costs you are facing. If you need to repair your Kia engine, you could be
facing repair costs anywhere from $3,000 to $5,000 depending on the amount of
damage.

2.10 SIGNIFICANCE OF THE STUDY

• The study also helps to obtain suggestion regarding the service improvement.

• This study help to know about brand development of kia motors.

• This study helps to know pricing strategies that creates for demand for kia motors

products.

• Quality, to know the prospective customer looks before when they go for purchase.

2.11 OBJECTIVES OF THE STUDY:

• To determine the segmentation and profiling the marketing for kia motors based on
various buying variables using ideal customer profile.

• To know, how customer profiling helps the kia motors to maintain their customer
relationship with their ideal customers.

• To identify, how ideal customers profile improve the customer experience and boot
marketing efficiency and effectiveness.

• To understand, ideal customer profile from a marketing perspective.

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2.12 SCOPE OF THE STUDY:

It is the study on kia motors shopping; the detail study is made on kia motors about its customers
and their customer behavior regarding shopping at kia motors in tumkur city this research is
based on primary data and secondary data.

Based on the topic, objectives were set and to arrive at the opinion on objective a set of 100
questionnaires were designed of 25 question and response is collected from the customers who
are visiting the kia motors. For data collection random sampling method was adopted

2.13 REASEARCH METHODOLOGY:

Ares of the study: areas of the study to refers to Tumkur at KIA motors

Sampling design: for the purpose of the study, 100 respondents.

Sampling techniques: The study is undertaken for random sampling technique.

2.14 Method of data collection:

Data collection gets broadly followed under two types

Primary data

Secondary data

Primary data

Primary data is collected for a research on the basis of practical means of questionnaires,
interviews and under the focus of certain group debates. The primary data is inferred through the
process of statistical calculation and analysis. This is a kind of accurate methodology that gets
followed to precise end-results. However this provision of data collection is very cumbersome

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and needs longer duration. The modes of collecting information get used even during the phase
where precise research systems were not much availed, and it dates back to 19th century.
Berelson 2002

Secondary data

The process to collect secondary data is much easier than the primary data collection. It is here
that the information is collected through the way of using sources that are already present. These
sources are represented by various white papers, articles, internet and various kinds of print
media; esp. newspaper & research editorials along with academic journals. This research
methodology needs adequate amount of time for the selection of precise as well as apt and
relevant data, as per the demand of the research. (Berelson, 2002)

Primary data is made applicable to carry out the considered study after the process of observing
necessity of the research for the establishment of solutions to the research goals and queries. Use
of selective questionnaire format is managed to amass the data. (Giles, 2004)

The research approach or the considered study with assembled information from the answers of
various individuals from the questionnaire is used. The questionnaire is made up of a series of
questions, added by some occasional supplementary questions or prompts. It is important to note
that questionnaire is not used all the time for statistical analysis.

Against other methods of survey, advantage of questionnaire is very relevant It is less expensive
against any kind of telephonic or verbal survey, questionnaire survey has got more clarity.
Assembling of data from the questionnaire is easy for collecting similar configuration.

However, there are some disadvantages of the questionnaire in a particular survey. These can be
noted on the basis of the common format of collected answers which may annoy the respondents

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of the selected survey; which needs adequate position to read and thereby to answer questions.
This act restricts the applicability of the data collected from the research questionnaire. Thus for
specific faction of individuals, the process might seems to be impractical for the questionnaire
survey.

2.15 PLAN OF ANALYING

This study was conducted at kid motors tumkur the collected data were compiled
classified tabulated than analyzed using financial techniques and statistical tools. The
tools are average and percentage.

2.16 Period of the study

The period of the study for 4 months from May to August 2022.

2.17 LIMITATION OF THE STUDY

• The study is restricted to tumkur city

• Analysis is based on the assumption that the respondents information is true
• The study is based on primary and secondary data
• Interaction with consumers in is limited because of their busy work schedule
• The response from 100 consumers are taken into consideration for analysis of data
• Finding and suggestion are limited to the extent of information collection from the
respondent consumers only.

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2.18 CHAPTER LAYOUT:

Chapter 1 : Introduction

These chapter deals with introduction part of marketing, customers, ideal customers, ideal
customers profile, and development of brand value.

Chapter 2 : Research Design

This chapter mainly focuses on the objectives, methodology, techniques and limitation of the
study.

Chapter 3 : Company profile

This chapter mainly focuses on an introduction, background and overview of kia motors.

Chapter 4 : Data analysis and Interpretation

It deals with tabulation of collected data through questionnaire.

Chapter 5 : Summary of finding, conclusion and suggestion.

This chapter deals with the summary of findings and suggestions and conclusion.

BIBILOGRAPHY: This contains the list of reports, books, journals, newspaper and
websites.

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