Guru Project

A Study on Consumer Satisfaction of Hyundai
INTRODUCTION
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KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

CHAPTER – 1
INTRODUCTION
Transportation means the movement of people or goods from one place to another. Earlier people
travelled by walking on roads. Around 5000 B.C people began to use animals as means of transport.
The developments on transportation and agriculture are two basic triggers that have provided challenge
to human genres in developing creative ideas.
The first achievement was the invention of wheels; the next forward step was taken centuries later
when internal combustion engines were invented. In India bullocks were first used as means of
transportation and to irrigate the land. But now petrol and diesel vehicles carry people and goods to the
lengths and breathe of the country.
The first engines powered vehicles was produced by the centuries. Thus, transportation improved
slightly over the centuries. Theism improvement was the beginning of an evolution in the
transportation.
Meaning of marketing
The process of generating, conveying, delivering, and exchanging products and services that are
valuable to customers, clients, business partners, and society at large is known as marketing.
Definition of marketing
“The science and art of exploring, creating, and delivering value to satisfy the needs of a target market
at a profit.
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Scopes of marketing
1. Products and Services
The fundamental components of marketing are goods and services. There won't be any marketing if there is
no product. The nature and types of items, their quality and designs, their planning and development, and their
decisions regarding branding, labelling, packaging, and trademarks are all addressed.
2. Marketing Research
Traditional marketing started with products and services, while current marketing begins with a study of the
numerous facets of the industry and adjacent fields. It comprises an analysis of market size, customer attitude,
purchasing patterns, and other factors, such as the nature and sorts of customers. Every marketer needs to
conduct a thorough analysis of consumers and markets in order to be effective.
3. Channel of Distribution
The distribution channel is the route that things take to get from manufacturer to consumer. It comprises a
variety of middlemen, such as wholesalers, retailers, jobbers, etc. Transferring ownership of the items from
the vendor to the buyer is made easier with the aid of transportation channels.
4. Physical Distribution
Physical distribution refers to all of the tasks involved in getting finished goods to customers at each stage of
the production process. Customer service, order processing, inventory control, transportation and logistics,
and packaging and materials are crucial physical distribution processes.
5. Promotional Decisions
No matter how good a product is, if it is not adequately promoted, it is worthless. The primary goal of
promotion is to tell the market about a product's availability and to generate demand for it. Advertising, sales
promotion, personal selling, publicity, and public relations are just a few examples of the various promotional
tactics available.
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6. Pricing Decisions
Pricing is the process of figuring out what manufacturers get in return for their goods. Pricing is influenced
by a number of elements, including manufacturing costs, raw material costs, and profit margins.
7. Environmental Analysis
For any organisation, the first step is to do an analysis of the environment in which the company will be
conducted. Prior research on the numerous macro and micro aspects is only necessary to comprehend an
organization's strengths, weaknesses, opportunities, and dangers.
8. Feedback from Customers

The marketer must collect the necessary client feedback in order to successfully promote products. In order to identify
the causes of failure or lower satisfaction and make adjustments to the products, a suitable feedback mechanism should
be created.
9. Responsibility towards the Society

Society and business are linked and related. A company cannot function in a vacuum. Because it depends on
society for many of its inputs, it has a duty to that society. Due to the units' obligation to safeguard and
advance societal interests, these social activities fall under the purview of marketing. In order to be socially
responsible, a marketer must have obligations to its customers, staff, and shareholders.
Function of marketing
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1. Promotion
A brand's products or services are made more known to target customers through promotion. It places a focus
on introducing prospective customers to your brand. Marketing experts customise each version of this
function of marketing to correspond to a certain product, brand, or target market. Any of the following tactics
could be used for promotion.
 Email marketing
 Social media advertising
 Public relations
 Digital or print advertising
 Content marketing
 Brand partnerships
 Influencer marketing
 Events
Each of these strategies aims to spark interest and discourse about a good or service. But for the campaign
to be successful, extra marketing activities are frequently needed.
2. Selling
A component of marketing, selling entails getting in touch with potential clients and following up on sales
leads. It's crucial for marketing experts to pursue sales leads subtly because doing so enables them to develop
connections with potential clients. Successful marketers may promote their goods and address any queries
clients may have as their conversation with a possible customer develops. Utilizing successful sales strategies
can enable you to set your brand out from the competition. To decide how to best position their product inside
their market and sell it to potential buyers, marketers and salespeople may work together.
3. Product management
Development, design, and enhancement of products or services are all included in product management.
Making sure a finished product satisfies consumer needs is the responsibility of a marketer in product
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management. This entails looking at the product's overall appearance, usability, and delivery method. Several
product management tactics comprise
 Analysing competitors
You get knowledge from studying and researching your competition so you can create a product that is on par with or
better than theirs.
 Communicating with customer

This tactic offers valuable guidance on how to enhance your products before they hit the market.
 Implementing feedback
To enhance their production processes, marketing professionals should seek feedback from a variety
of sources, both inside and outside of their firm.
 Conducting market research

A marketing team can learn what clients want and how to satisfy them by looking at comparable
products.
 Coordinating with other departments

Working together with different teams in your organisation helps your whole business get ready to
launch a product, come up with ideas for distribution, and deliver goods smoothly.
4. Pricing
Several cost and value considerations are taken into consideration when determining a product's price. The
ideal pricing for a product is one that strikes a balance between consumer perceptions of its worth and the
actual cost of manufacturing it. The prices set by your rivals and the possible prices that customers may accept
for your goods are further considerations. These factors are taken into account by marketing experts when
determining how much to charge for a specific good or service.
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Setting a price for your product can be difficult, but thorough market research can help you make a wise
choice. It's crucial that your product's price and the price of your promotions and branding correspond. If a
purse, as instance, you might pitch it as a luxury good. This highlights the worth of your goods, which can
persuade customers to buy it.
5. Marketing information management

When you concentrate on data and information, you may maximise your marketing efforts. Data like as
demographics and client preferences should be gathered and stored. This information frequently refers to the
people who are your target market for your goods and services. Consider sharing your data and insights with
other departments as well because this can help the entire firm make smart business decisions.
You can gather relevant information from various marketing tools, such as:
 Surveys
 Online reviews
 Social; media engagements
 Market research reports
Choosing the best marketing tool depends on your particular requirements because each one offers distinctive
data and feedback. If your team wishes to assess the success of your most recent social media campaign, for
instance, you may look into the number of followers your brand's accounts added during the campaign. This
might assist you in determining whether your efforts to raise social media participation were successful.
6. Financing
Securing money for marketing campaigns, either internally or externally, is a function of marketing. It's
crucial for marketing teams to set aside enough money in their annual budget to enhance prior marketing
initiatives and stay current with market trends.
If income rises as a result of excellent marketing initiatives, a marketing team can show its value to the
business. Because they can show a quantifiable positive return on their investment, this rising trend may also
help that team get future funding
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7. Distribution
Transporting your company's goods or services to clients is known as distribution. There are numerous
physical and digital distribution channels, including
 Online stores
 Catalogues or magazines
 Sales calls
 Retail stores
 Wholesalers
Marketers often choose the channel of distribution that best fits a particular product, brand or target audience.
It's important to choose a location to sell your product that your target audience often visits. Distribution is a
function of marketing that requires collaboration across departments to ensure that each product reaches your
consumers in its intended fashion
Characteristics of Marketing
1. Customer-oriented
The creation and satisfaction of the customer should be the focus of all corporate operations. The focus on
consumer demands and wants maintains the business on the right track. The impact on the client should be
taken into account while making any marketing decisions. Consumers now serve as the business's compass.
2. Marketing research
Knowing and comprehending the needs, wants, and desires of the consumer is crucial in the context of
marketing. To stay current with the market, a frequent and organised marketing research programme is
needed. Additionally, creativity and innovation are required to fit the items to the needs of clients.
3. Marketing planning
An approach to marketing that is focused on goals is required by the marketing concept. The company's
overarching goals should be the generation of revenues through client happiness. The goals and guidelines for
marketing and other departments should be properly established in light of this objective. Marketing planning
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acts as a road map for the organization's activities and aids in incorporating the principle of customer
orientation throughout all corporate operations.
4. Integrated marketing
It becomes vital to align the organisational goals with the goals of the individuals working inside the
organisation once the departmental and organisational goals have been established. To accomplish the stated
goals, it is important that different organisational units' operations and activities are appropriately coordinated.
The marketing department should create the marketing mix that is best for achieving the targeted objectives
through consumer pleasure.
5. Customer satisfaction
Customer satisfaction is a metric that measures a company's customers' level of satisfaction with its goods,
services, and capabilities. Information about customer satisfaction, such as surveys and ratings, can assist a
business in deciding how best to adjust or improve its goods and services.
Advantages of marketing
1. Marketing Widens the Market:

Marketing draws out the hidden wants of consumers, creates new demand, locates the untapped areas and
finds out the possibilities of selling new products. It thus enlarges the market and enables the producers to
increase production and earn more profits
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2. Marketing Facilitates Exchanges in the Ownership and Possession of Goods and Services:
It creates time, place and possession utilities for the goods and services. It is helpful to both producers and
consumers. Producers come to know about the specific needs and preferences of the people and the customers
about the products that manufacturers
3. Marketing Helps in Optimal Utilization of Resources

As the marketing efforts widen the area of market, the producers can utilize their resources, otherwise
remaining partly utilized, to the maximum. This optimum use of resources reduces the total cost per unit.
4. Marketing Accelerates Other Activities

As a result of marketing, several other industries, like banking, transportation, insurance, and warehousing,
see an increase in demand.
5. Marketing Increases the National Income

The total value of the commodities and services that a country produces is its national income. The overall result of
marketing efforts is an increase in output across all industries, investment in new industrial facilities, and service
supply. With an increase in both national income and per capita income, the country gets richer. The economy
progresses from an underdeveloped to a developing state before advancing to a developed state.
6. Marketing Raises the Standard of Living

The community has a greater level of life as a result of the availability of more products that are requirements,
comforts, and pleasures, both inexpensively and expensively, and with more services and amenities at its disposal.
Because of the decline in the price of goods and services, even the more underprivileged segments of society find a lot
more items within their means. Marketing, according to Paul Mazur, "is the delivery of a standard of living to society."
The construction and supply of a standard of living to society, according to Proof Malcom Me Nair, is what marketing
is all about.
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7. Marketing Provides Gainful Employment Opportunities

Marketing fosters an environment where more goods and services are produced. Additionally, it increases
social costs since more roads, warehouses, communication and transportation infrastructure, banks, technical
schools, and other training facilities are needed, as well as because there are more employment opportunities.
Additionally, marketing is a multifaceted process with many tasks and sub-functions that require a variety of
skilled employees. An estimated 30 to 40% of the population participates in either direct or indirect marketing
8. Marketing Stabilizes the Economic Conditions

Marketing not only gets the economy moving, but it also creates solid economic conditions that make
everyone happy. It connects manufacturer and customer, bridging the gap. It serves as a tether connecting a
country's two economic axes, namely production and consumption. Marketing maintains stable pricing, full
employment, and a robust economy by balancing output and consumption.
9. Marketing Acts as a Basis for Making Decisions

An entrepreneur has numerous challenges when deciding what, how, when, how much, and for whom to
produce. Due to local markets and a direct connection between producers and consumers, there were less
issues in the past. However, marketing today is incredibly time-consuming and complicated. Along with
production, it has evolved as a new specialised activity. Because of this, producers rely heavily on marketing
strategies to determine what, when, and how much to create.
10. Marketing Provides Maximum Satisfaction of Human Wants

It effectively connects business and society, eliminates information barriers, instils knowledge, develops people's ideas,
entices them to make the greatest purchases, and eventually enables them to achieve maximum fulfilment.
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Meaning of consumer satisfaction
Customer satisfaction is defined as a measurement that determines how happy customers are with a
company's products, services, and capabilities. Customer satisfaction information, including surveys and
ratings, can help a company determine how to best improve or changes its products and services
Definition of marketing
“Digital Marketing is the management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
Functions of consumer satisfaction
1. Know your Target Audience
Understanding your target audience is key to the success of any event management business. You can use
your prior database's competitive analysis to discover the demographic and psychographic characteristics
of your target profiles. It aids in developing a strong content strategy for your audience. A thoughtful
content management strategy improves the way your event management business is promoted. Your target
audience would read a lot of the stuff you created.
These marketing initiatives are a part of the broader strategy for digital marketing. As a bridge between
your event management firm and your clients, write blog posts. Digital marketers utilise it as a specific
form of inbound marketing. Blogging about your events can increase your social media exposure on a
variety of platforms. To increase interaction and spread awareness of your offerings, you can produce blog
entries and publish client testimonial reviews.
2. Use Search Engine Optimization to Help People Find Your Event Management Business
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Ensure that the blog post is SEO optimized to rank higher in search engines. When users search for an
event planner, optimizing your site with on-page and will help you rank higher and enable them to contact
you effortlessly.
To get started, you need to perform the following steps:
i) Keyword research – Focus on long-tail keywords which indicate the specific search intent.
Opting for long-tail keywords will help you attract qualified traffic. You can check out
specific free and keyword research tools like Google Keyword Planner, SEMrush, etc.
ii) Link building – Try to earn backlinks from high authority websites, which improves trust and
reliability. Curate the best content to earn backlinks for your event management company. Getting
backlinks from reliable websites indicates to search engines that you are producing relevant and
valuable content for the audience. It helps to rank higher in the SERPs.
iii) Optimize page speed – Ensure to have a faster load speed for your website. It is also a crucial
ranking factor for your business in search engines. Opt for Google Page speed insights or page
speed services.
iv) Update your web design – Invest in updating your web design to create a more powerful impact
on your customers and rank higher.
3. Invest In Pay-Per-Click Advertising To Generate More Leads
One of the more successful methods of generating leads is pay-per-click. For your event planning
company, keyword research is a possibility. After choosing your keywords, you may choose your
maximum bid, which is the sum you're prepared to pay each time a user clicks on your advertisement. The
quality score is determined by numerous variables, including relevancy click-through rate. Your PPC
campaigns can be tracked and evaluated for effectiveness.
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One of the best solutions for the event planning industry is PPC campaigns. You can track the
effectiveness of your campaigns and data like impressions, click-through rate, and conversions using PPC.
PPC advertising can help you generate quality leads. One of the most effective methods of digital
marketing for organisations that handle events
4. Use Social Media to show Your Work
Starting to invest money in social media can be intimidating, but social media art is recognised to
strengthen your business strategy and make you stand out from rivals. Social networking is a fantastic
platform for showcasing your work. Because social media is continuously changing, you may take
advantage of numerous trends to effectively promote events. You can publish engaging content on
LinkedIn, Twitter, and Facebook. You can spend in social media ads, including links to your website in
your Facebook posts, and attract a sizable target audience. LinkedIn is a fantastic platform for networking
with business leaders and showcasing your prior work. By live broadcasting your social engagements, you
can increase your audience and create FOMO.
5. Create a Buzz with Your Event Management Strategies
You can make user-generated content promotional videos in which you assure your fans of a wonderful
time. In this scenario, you can successfully organise virtual events to reach a huge audience. The most
efficient way to contact potential clients and invite them to events is through email marketing campaigns.
On your website, create a pop-up form that directs visitors to the event page. Better ranking may be aided
by effective landing pages. Make the most of live streaming chances to give your events an engaging pitch
and leave a lasting impression on viewers.
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6. Ask Your Sponsors to Spread the Mind
You can make user-generated content promotional videos in which you assure your fans of a wonderful
time. In this scenario, you can successfully organise virtual events to reach a huge audience. The most
efficient way to contact potential clients and invite them to events is through email marketing campaigns.
On your website, create a pop-up form that directs visitors to the event page. Better ranking may be aided
by effective landing pages. Make the most of live streaming chances to give your events an engaging pitch
and leave a lasting impression on viewers.
7. Send Post-Event Polls and Surveys
You can gauge the success of your meeting by doing follow-up questionnaires. Participants can offer
feedback to help you enhance your next virtual event by answering the proper post-event evaluation
questions. They explain what went well during the event and how to do it better the next time around.
Your participants will assist you in determining areas that require improvement if you pose the appropriate
value-added questions after an event. After a live event, poll your attendees in person or by email to find
out what they enjoyed or didn't like most, and preserve a record of their feedback. When arranging your
next virtual event, take note of their opinions, observations, and problem areas.
8. Marketing Automation Tools
You can maximize your operational efficiencies through automation tools. You enable
other industry professionals to know more about your events by marketing your event
space. You can use social media automation software and share your events across
various social networks. Many software and tools help you post engaging content and
track them—for example, Hootsuite, Hub spot, Sprout Social.
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Create relevant content to nurture the flow of leads and prospective conversions. You can
use AI-infused catboats to streamline customer experiences. Chabot’s are a powerful and
effective digital marketing strategy for event planners. It can help you with data collection
techniques and create guest profiles. One of the best digital marketing strategies for
event management companies
9. Website or Event Pages
The event synopsis should include information about the time, age range, and other pertinent event
specifics. This material ought to be understandable and instructive. Knowing more about the event in
advance suggests that customers are aware of what it is all about and how you can use it to your advantage.
To draw large crowds, the event description should include images and videos.
10. Be Creative
The ability to be creative is crucial to effective event marketing. To increase your social media reach, you
must integrate your creative event plan across several social media channels. Utilize applicable automation
technologies and AI technology to produce amazing work and interesting content. Utilize a variety of
channels to advertise your events and raise awareness online. You'll have an advantage over others thanks
to it. Being inventive can help you generate more leads and engagement.
Features of consumer satisfaction
Due to the dynamic and fast-paced environment it functions in, event management has advanced
significantly since its inception. The need to improve current systems, methods, techniques, approaches,
and designs has become not only necessary but also crucial in order to stay up with the times, which have
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changed in an inevitable and more advantageous way than otherwise. In all of this, marketing for event
management emerged as a crucial factor to take into account.
Executing the event has undeniably been the key focus of event management marketing. The top
performance indicators that are frequently calculated are enlistment figures, participant satisfaction, cost
per participant, and net advertiser score. You can quickly identify the difference between event objectives
and event achievement measurements by comparing this to the typical number of firms that execute similar
events for any reason, such as brand awareness, lead generation, and deal-making.
This distinction arises because advanced digital marketing teams typically have the knowledge and skills
necessary to assess goals like brand awareness, lead age, and income attribution. The success of your
activities should be properly evaluated, so event information should be posted online. Today, overcoming
this problem can be done with exceptional freedom thanks to virtual events.
It should come as no surprise that businesses are using digital channels to assist marketing, promotions,
sales, brand awareness, correspondence, and really every aspect of business as the fast-paced,
technological world becomes more and more pervasive in our lives.
Given the large number of people going towards digitally exhibiting marketing tactics to efficiently
organise, progress, and enhance the experience of events, the event management sector is no exception.
1. Better marketing strategies
It will be easier to think about who you are trying to connect with if you use information gathered from
past events and competitor bits of knowledge. Whom are you trying to reach? Explore their age, gender,
and place of residence, but also dive deeper to consider how they make a living, how much they own, the
problems they face every day, and where they go to find information.
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Your ability to reach out to your audience will be improved the more information you have about them. To
make the most of the numerous interested customers, digital marketing tactics can assist organise and
implement these plans in a more precise and efficient manner.
2. The influence of quality content
Make something that is important to your audience if you want to engage your audience in any successful
marketing endeavour. As opposed to the antiquated outbound advertising approach, which required
advertisers to go out and find their target audience, this practise of inbound marketing allows customers to
come to you.
A blog is a fantastic inbound marketing strategy to feature anything related to your event. Blog posts may be
directly related to the event, such as a meeting with a speaker or performer, or they may be more casual, such
as a list of the top ten places to see in the city where the event is being held.
Your reach could increase with each blog post you write and include more potential readers. Make sure to
distribute your articles on social media
3. The power of social media:
Utilizing social media is essential if you want to increase your audience and get people talking about your
event. There is more to web-based media than simply repeating stuff. It gives you the opportunity to give your
audience something to share and speak about while also creating a buzz.
Create event listings on social media platforms like Facebook, Eventbrite, and LinkedIn and think of creative
ways to engage your audience, such as using recordings, humour, and fresh ideas to get people talking. To
make the most of the platforms at your disposal, search online for thoughts, suggestions, and opinions.
Remember that the more people who share your content, the more voluntarily your social arrival spreads, so
utilise something interesting.
Advantage of consumer satisfaction

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Global reach – With only a minimal investment, a website may help you discover new markets and facilitate
international trading .
1. Lower cost –
The correct customers can be reached at a far lesser cost than traditional marketing strategies with a
digital marketing strategy that is well thought out and well targeted.
2. Trackable, measurable results-

It is simpler to determine the success of your campaign when using web analytics and other online
metric tools to measure your online marketing. You can learn in-depth details about how visitors
interact with your website or react to your advertising.
3. Personalisation-
If your client database is connected to your website, you can welcome site visitors with personalised
offers. You can better define your consumer profile and market to them as they make more purchases
from you.
4. Openness-
You may increase client loyalty and establish a reputation for being approachable by participating in
social media and managing it wisely.
5. Social currency-
Using content marketing strategies, digital marketing enables you to create compelling campaigns.
These materials (pictures, movies, and articles) have the potential to become viral and gain social
currency.
6. Improved conversion rates-
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If you have a website, your clients can always make a purchase with just a few clicks. Digital
marketing has the potential to be seamless and quick, unlike conventional media that need consumers
to get up and make a phone call or visit a store.
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REVEIEW OF
LITREATURE
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CHAPTER -2
REVEIEW OF LITREATURE
LITERATURE REVIEW
1. Subhadip Roy (2005)
In his article “An overview of brand valuation” identified that the need for brand valuation, the source
of the brand value and the different methods of brand valuation practiced in the market place. The
author suggested that it should be kept in mind that for most of the companies the major assets is the
brand, and so whatever measure is taken up for assessing the brand value, care should be taken to see
that it actually preserves the brand value of the success
2. . David Vinjamuri (2005)
In his article “What s in a name? Brand comes to the non-profit world” Identified that explores how to
brand a non-profit organization. The author suggested that into two dimensions. First to understand the
costs and the time involved in branding. Secondly it was important to choose your guides carefully
3. Tetter iloyer
The purchasing power of the consumer has also increased; giving rise to his wants and needs. It is over
here that big retail chains such as Big Bazaar come into picture satisfying various consumer needs
under one roof. From the survey conducted on the customers' satisfaction towards the marketing mix
of Big Bazaar the following can be concluded regarding the P's: The customers are highly satisfied
with the variety and of products, but at the same time they are not very happy with the quality and
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availability of branded products. Big Bazaar has definitely succeeded in keeping up its image of a
value for money store, as its price has been rated positively.
4. STANLEY FOCUTILE
The results also found that the customers wanted the Thai government to impose restrictions on

superstore expansion and support family-run stores, though they still agreed that superstores are
essential for consumers and family-run stores are not well allocated for consumers in Bangkok.
Consumers were satisfied more with marketing factors including product quality, product variety, and
stable prices of superstores. They also preferred the store environment of superstores than with those
of family-run stores. Consumers also thought that superstores benefited the economy and society.
5. Mohammed kaiber
The customers were aware that many family-run stores closed down because of superstores, but
they preferred free and fair competition. The results also found that the customers wanted the Thai
government to impose restrictions on superstore expansion and support family-run stores, though they
still agreed that superstores are essential for consumers and family-run stores are not well allocated for
consumers in Bangkok. Consumers were satisfied more with marketing factors including product
quality, product variety, and stable prices of superstores. They also preferred the store environment of
superstores than with those of family-run stores. Consumers also thought that superstores benefited the
economy and society.
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RESEARCH DESIGN
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CHAPTER 3
RESEARCH DESIGN
INTRODUCTION ABOUT THE STUDY
A market survey is a research technique used to gather consumer preferences and purchase intent of a
company's products and services within a geographical area. Market surveys are extremely important
because companies learn what their customers like and dislike about their products and services.
Primary research involves collecting original data about the preferences, buying habits, opinions, and
attitudes of current or prospective customers. This data can be gathered in focus groups, surveys, and
field tests.
Secondary research is based on existing data from reference books, magazines and newspapers,
industry publications, chambers of commerce, government agencies, or trade associations. It yields
information about industry sales trends and growth rates, demographic profiles, and regional business
statistics.
Customer satisfaction is a concept that more and more companies are putting at the heart of their
strategy, but for this to be successful, they’re needs to be clarity about what customer satisfaction
means and what needs to happen to drive improvement.
NEED FOR STUDY
Increasing competition, ever growing market, easy availability of the finances and increasing
population of young executives, with huge disposable incomes, over the past few years has
substantially increased the sales in the automobile industry. Also, the competition among the dealers of
the products has increased with each trying to maximize their customer base. This makes it imperative
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for the dealers to provide the best of the services and exceed the customer expectations to achieve
customer delight and loyalty.
The study tries to understand the key service parameters and reflect upon the dysfunctional areas, thus
providing the dealer with an insight into the level of customer satisfaction and changing trends of the
customer expectations.
OBJECTIVE OF THE STUDY
To study and understand the key service parameters using Customer Satisfaction and reflect upon the
low performing areas:
 To study about the customer satisfaction on the services provided by the dealers.
 To study the opinion of the owners of cars regarding its features like mileage, price etc.
 To study the effect of advertisement on the customers to promote the product.
 To study the customer satisfaction with usage of their products.
 To study the information resources that the customer using before purchasing the car.
SCOPE OF THE STUDY
 The research measures the experiences of customers.

 Defines and analyses the experiences based on key deliverables.
 Gains insights into Customer expectations.
LIMITATIONS
The study is restricted in scope of owing to the following limitations:
 Due to constraint of time only city of Bangalore is selected and so it cannot claim to be a
comprehensive study of the population.
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 The sample size is restricted to 60 respondents.
RESEARCH METHODOLOGY
Preliminary stage of study- a pilot survey, personal interview of sales consultants, potential customers
and existing consumer numbering 75 was conducted to arrive at key deliverables which would ensure
customer satisfaction. The research tool (questionnaire) was designed by inducing the various queries,
based on the key deliverables, which would reflect the customer satisfaction.
The research was based on a study of a sample, sized 75, using simple random sample selected from
the existing database of Hyundai. The research included collection of data from the primary sources
using the research tool (questionnaire). Final stage was to analyse, interpret and draw conclusions from
the data collected.
Date Sources:
Primary Data:
The data is collected directly from each and every customerz
Pilot Survey:
A pilot survey was conducted to understand the factors, which would positively influence the
customer. Personal Interviews totalling 75 were conducted for the sales team, potential customers and
the existing customers of Hyundai. The factors scoring high in the interviews were considered to be
the key deliverables.
Survey Research:
The research was done to learn about people’s preferences and satisfaction of the Hyundai customer.
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Research Tool:
Questionnaire (primary tool- attachment 1)
Interview through questionnaire method was employed for the research purpose. The questionnaires
were individually administered to each customer to ensure minimum scope for faulty data entry and
error of understanding. This method also gave the interviewer the scope of entering into a dialogue and
understanding the customer’s satisfaction better.
The questionnaire tried to capture the responses of the customers mainly on the key deliverables,
derived from the pilot survey conducted, and a few questions have been included to gauge the level of
satisfaction and to gain insight into customer expectations.
Unstructured interview
The interview complemented the primary research tool and helped deliver into details of responses
provided by the customers. This not only validated the responses of the customers but also helped the
interviewer understand the expectations of the customers.
Sampling Unit:
In this study the sampling unit used is the existing customer base of Hyundai. Selection is made from
the list of Customers during the last one year.
Sampling Size: Sample size was chosen to be 75.
Sampling Procedure: Simple Random Sampling.
In simple random sampling, each member of the target population has the same chance of being
selected for participation in the study. For a sample to truly be a simple random sample we need to
develop a list or sampling frame that includes almost all of the population, then from this we randomly
pull names from the sampling frame using some kind of random method such as a random number
Page no -28

table or a random number generator. Finally, numbers are assigned to all members of the population
and pull the names of those members whose numbers are pulled from the table or generator.
The biggest advantage to a simple random sample is that we get a pretty good unbiased sample fairly
easily. The biggest downside is that we may not get all elements of the population that are of interest.
OVERVIEW OF CHAPTER SCHEME
 Chapter-1 Introduction- It’s all about Introduction part. It mainly consists of information to making
with its types, approaches, and research and market segmentation. Then comes information about
customer satisfaction with its steps, customer loyalty and concepts, handling customer complaints, how
to deal with dissatisfied customers and objectives of customer satisfaction program. Later about
automobile industry till date, Indian four wheeler market and its recent trends
 Chapter -2 Review of literature -It’s all about the past article, Subhadip Roy (2005), David Vinjamuri (2005),
Tetter iloyer, STANLEY FOCUTILE, Mohammed kaiber
 Chapter-3 Research Design- It consists of the title of the study, statement of problem, objectives and
scope of the study, operational definitions, research methodology, data collection, sample design, plan
of analysis and finally the limitations of the study.
 Chapter-4 Company profile- This chapter contains the historical background of the company Hyundai,
company’s vision and objective, Hyundai products, organizational chart and SWOT analysis of Indian
four wheeler markets and Hyundai .
 Chapter-5 Data analysis and interpretation- This chapter consists of the analysis and interpretation from
the data collected through questionnaire, tables and graphs representing it
Page no -29

 . Chapter-6 Findings and Conclusion- This chapter contains the findings drawn from the study and final
conclusion about the whole project. Also few suggestions are posted.
 Suggestions- This chapter contains some suggestions to the company.
Page no -30

Study on Consumer Satisfaction of Hyundai
COMPANY
PROFILE
Page no - 31

CHAPTER 4
COMPANY PROFILE
INTRODUCTION
Hyundai Private Limited is a Private incorporated on October 1998. It is classified as

Non-govt Company and is registered at Registrar of Companies, Bangalore. Its
authorized share capital is Rs. 290,000,000 and its paid up capital is Rs. 281,900,992. It
is involved in Manufacture of parts and accessories for motor vehicles and their engines
[brakes, gear boxes, axles, road wheels, suspension shock absorbers, radiators,
silencers, exhaust pipes, steering wheels, steering columns and steering boxes and other
parts and accessories
Hyundai Private Limited's Annual General Meeting (AGM) was last held on 29
September 2018 and as per records from Ministry of Corporate Affairs (MCA), its
balance sheet was last filed on 31 March 2018.
Directors of Hyundai Private Limited are Meda Kasturi Ranga Panduranga Setty,
Venkata Sathya Subramanyaguptha, Anupama Guptha, .
Hyundai Private Limited's Corporate Identification Number is (CIN)

U34300KA1998PTC023605 and its registration number is 23605.Its Email address is
,missionrd@,hyundai.com and its registered address is #12, Shama Rao Compound,
Mission Road Bangalore KA 560027 IN , - , .
Current status of Hyundai Private Limited is - Active.
Page no - 32

Company NameADVAITH MOTORS PRIVATE LIMITED
Company Status Active
RocRoc-Bangalore
Registration Number
23605
Page no - 33

Non-govt company
Company Company limited by

Category Shares
Co
mpany
Sub
Category
Class of Private
Company
13 April 1998
Date
of
Incorpor
ation
Age of Company21 years, 10 month, 2days
Manufacture of parts and accessories for motor vehicles and their engines [brakes,
gear boxes, axles, road wheels, suspension shock absorbers, radiators, silencers,
exhaust pipes, steering wheels, steering columns and steering boxes and other
parts and accessories to see other companies involved in same activity.
Page no - 34

WHAT IS HYUNDAI
Hyundai has a rich legacy and it is World’s largest Hyundai Dealer with gigantic
network of 24 Showrooms, 29 Service centers and 4 Pre-owned cars showrooms
spread across Karnataka.
The focus and vision of Hyundai has always been to provide the widest range of
Hyundai cars and services, and build a service organization that truly cares for the
customer.
Apart from having achieved an amazing customer satisfaction, we have also

serviced 4.96 million cars and delivered over 2,50,000 new Hyundai cars to
customers across Karnataka, making us amongst the most preferred Hyundai Car
Dealers in the Country.
Our extensive network enables us to service 96 cars as well as sell 4 cars every
hour. You will find our biggest testimony of success, though, whenever you step
out. Anywhere in Karnataka It won’t even take a minute before you spot an,
Hyundai car with the sticker “Caring for you…Always” on the rear windshield.
Dealer Principal:
Dealer Principal is the face of Hyundai to Hyundai Motors INDIA limited
Page no - 35

(HMIL).Dealer principal orders required number of cars to HMIL after discussing

with Director and cluster head.
Director:
Director is the key important person. He takes care of all ongoing operations in
sales and services across all showrooms and service stations.
Executive Director:
Executive director is responsible for all ongoing operations in all service stations
and also plays important role in purchasing of spare parts.
Cluster Head:
Each cluster head is assigned a particular region to assign and monitor sales,
service and financial status of sales and service of that region.
Manager:
A manager is assigned to take care of a particular showroom or service station

and report it to cluster head of that region. Managers have given additional task to
monitor customer relationship
Page no - 36

Organizational Hierarchy
DEALER PRINCIPLE
DIRECTOR
EXECUTIVE DIRECTOR
CLUSTER HEAD
Page no - 37

MANAGER
ASSISTANT MANAGER
SALES ADVISER
TECHNICIAN
Page no - 38

Key Person of, Hyundai:
Director :- Mr. B Radha Krishna Gowda.
Executive Director :- Mr .D M Suresh.
Service Manager:- Mr. T S Lokesh.
Customer Relation Manager: Mrs. Hema Subbaiah.
MISSION
1. The mission statement indicates what an organisation wants to achieve. An

organisation exists to accomplish something or achieve something. The mission
statement may be changed periodically to take advantage of new opportunities or
respond to new market conditions. Rather it is combination of several things like.
2. Customer service of the highest order.
3. Value for money to the customers.
4. Professionalism in carrying out business.
5. Use of technology to improve service standards.
Page no - 39

6. Increase market share.
7. Winning consumer heart.
Company’s mission statement is clear and thought full which guide

geographically dispersed employees to work independently yet collectively
towards achieving the organizational goals.
VISION
Company’s vision is crystal clear and mind frame very directed “to improve the
quality of life through technology” and continue to grow at a healthy pace, year
after year, decade after decade.
GOALS
1. To consolidates its position as a global player in the four wheelers market.
2. To leverage technological skills to drive growth.
Page no - 40

COMMITMENTS
1. To our customers
2. To our shareholders
3. To our people
4. To our community
5. To our shareholders
VALUES
1. The top management believes that human resources are extremely important
resources and ensured that they are treated more humanely.
2. Personnel policies are framed to facilitate employee welfare and development.

3. Seniors take active interest in their juniors and help them learn their job.
4. Top management all seniors do believe that employee’s behaviour can be

changed and developed at any stage of their life.
Employees feel free to express or discuss their feeling with each other.
Page no - 41

CULTURE
1. Family kind of relationship respective each other and trust each other Love and
order.
2. Work together and became helpful to each other to work as a team.
3. Open cultural every employee has freedom see top management people at
anytime
AWARDS
1. Awarded for highest volume of sales for consecutive years from 2005 till date.
2. Awarded for highest volume of car service, about 3 million cars.
3. Highest sales in luxury car segment.
4. Best scores in CSI, SSI and FINANCE.
5. Best customer delighted award.
6. Best extended fund warranty award.
Page no - 42

PRODUCTS
SANTRO. GRAND i10 ELITE i20
CRETA ELENTRA VERNA
TUCSON KONA (electric) AURA
Page no - 43

VENUE XCENT
Page no - 44

Chung Ju-Yung founded the Hyundai Engineering and Construction Company in

1947. Hyundai Motor Company was later established in 1967, and the company's
first model, the Cortina, was released in cooperation with Ford Motor
Company in 1968. When Hyundai wanted to develop their own car, they
hired George Turnbull in February 1974, the former Managing Director of Austin
Morris at British Leyland. He in turn hired five other top British car engineers.
They were body designer Kenneth Barnett, engineers John Simpson and Edward
Chapman, John Crosthwaite, formerly of BRM, as chassis engineer and Peter
Slater as chief development engineer.[12][13][14][15] In 1975, the Pony, the first South
Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and
powertrain technology provided by Japan's Mitsubishi Motors. Exports began in
the following year to Ecuador and soon thereafter to the Benelux countries.
Hyundai entered the British market in 1982, selling 2993 cars in their first year
there.
In 1984, Hyundai began exporting the Pony to Canada, but not to the United
States, as the Pony would not pass emissions standards there. Canadian sales
greatly exceeded expectations, and it was at one point the top-selling car on the
Canadian market. In 1985, the one millionth Hyundai car was built.[17] Until the
1986 introduction of the larger Hyundai Grandeur, Hyundai offered a locally
assembled Ford Granada for the South Korean executive market. The import of
these knocked down kits was permitted as long as Hyundai exported five cars for
every single Granada brought in (the same demands were placed on Kia).
In 1986, Hyundai began to sell cars in the United States, and the Excel was
nominated as "Best Product #10" by Fortune magazine, largely because of its
affordability. The company began to produce models with its own technology in
1988, beginning with the midsize Sonata. In the spring of 1990, aggregate
production of Hyundai automobiles reached the four million mark.[ In 1991, the
company succeeded in developing its first proprietary gasoline engine, the four-
Page no - 45

cylinder Alpha, and also its own transmission, thus paving the way for
technological independence.
In 1996, Hyundai Motor India Limited was established with a production plant

in Irungattukottai near Chennai, India.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a

world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his
son, Chung Mong Koo, in 1999.[20] Hyundai's parent company, Hyundai Motor
Group, invested heavily in the quality, design, manufacturing, and long-term
research of its vehicles. It added a 10-year or 100,000-mile (160,000 km)
warranty to cars sold in the United States and launched an aggressive marketing
campaign.
In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D.

Power and Associates in North America. Hyundai is now one of the top 100 most
valuable brands worldwide according to Interbrand.[23] Since 2002, Hyundai has
also been one of the worldwide official sponsors of the FIFA World Cup.
In 2006, the South Korean government initiated an investigation of Chung Mong

Koo's practices as head of Hyundai, suspecting him of corruption. On 28 April
2006, Chung was arrested, and charged for embezzlement of 100 billion South
Korean won (US$106 million).[24] As a result, Hyundai vice chairman and CEO,
Kim Dong-jin, replaced him as head of the company.
On 30 September 2011, Yang Seung Suk announced his retirement as CEO of

Hyundai Motor Co. In the interim replacement period, Chung Mong-koo and Kim
Eok-jo will divide the duties of the CEO position.[25]
In 2014, Hyundai started an initiative to focus on improving vehicle dynamics in

its vehicles and hired Albert Biermann, former Vice President of Engineering
at BMW M to direct chassis development for Hyundai vehicles; stating "The
Page no - 46

company intends to become a technical leader in ride and handling, producing

vehicles that lead their respective segments for driver engagement.
On 14 October 2020, Euisun Chung was inaugurated as the new chairman of the
Hyundai Motor Group. His father, Chung Mong-Koo, has been made Honourary
Chairman.[27]
In April 2021, the company said that its profits rose by 187%, the highest rise in
four years. The company recorded a profit of $1.16 billion from the beginning of
2021 until March.[28]
Research and development
Hyundai has six research and development centers, located in South Korea (three
offices), Germany, Japan and India. Additionally, a center in California develops
designs for the United States.
Hyundai established the Hyundai Design Center in Fountain Valley, California in

1990. The center moved to a new $30 million facility in Irvine, California, in
2003, and was renamed the Hyundai KIA Motors Design and Technical Center.
The facility also housed Hyundai America Technical Center, Inc, a subsidiary
responsible for all engineering activities in the U.S. for Hyundai. Hyundai
America Technical Center moved to its new 200,000-square-foot (19,000 m2),
$117 million headquarters in Superior Township, Michigan (near Ann Arbor) in
2005.[citation needed]
In 2004, Hyundai America Technical Center completed construction of its

Hyundai/Kia proving ground in California City, California. The 4,300-acre
(17 km2) facility is located in the Mojave Desert and features a 6.4-mile
(10.3 km) oval track, a Vehicle Dynamics Area, a vehicle-handling course inside
the oval track, a paved hill road, and several special surface roads. A 30,000-
square-foot (2,800 m2) complex featuring offices and indoor testing areas is
located on the premises as well. The facility was built at a cost of $50 million.
Page no - 47

MAJOR COMPETITORS
1. Maruthi Suzuki
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an

automobile manufacturer in India. It is a 56.21% owned subsidiary of the
Japanese car and motorcycle manufacturer Suzuki Motor Corporation As of July
2018, it had a market share of 53% of the Indian passenger car market. Maruti
Suzuki manufactures and sells popular cars such as the Ciaz, Ertiga, Wagon R,
Alto k10 and Alto 800, Swift, Celerio, Swift Dzire, Baleno, Eeco, Ignis,S-
Cross,Vitara Brezza and newly launched S-Pressp small SUV. The company is
headquartered at New Delhi. In May 2015, the company produced its fifteen
millionth vehicle in India, a Swift Dzir
Page no - 48

2. HONDA
Honda Motor Company, Ltd. is a Japanese Public multinational conglomerate

corporation primarily known as a manufacturer of automobiles, motorcycles, and
power equipment.
Honda has been the world's largest motorcycle manufacturer since 1959, reaching
a production of 400 million by the end of 2019, as well as the world's largest
manufacturer of internal combustion
Engines measured by volume, producing more than 14 million internal
combustion engines each year. Honda became the second-largest Japanese
automobile manufacturer in 2001. Honda was the eighth largest automobile
manufacturer in the world in 2015.
Honda was the first Japanese automobile manufacturer to release a dedicated

luxury brand, Acura, in 1986. Aside from their core automobile and motorcycle
businesses, Honda also manufactures garden equipment, marine engines, personal
watercraft and power generators, and other products. Since 1986, Honda has been
involved with artificial intelligence/robotics research and released
Page no - 49

Their ASIMO robot in 2000. They have also ventured into aerospace with the
establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 Honda
jet, which began production in 2012. Honda has three joint-ventures in China:
Honda China, Dongfeng Honda and Guanggi Honda.
In 2013, Honda invested about 5.7% (US$6.8 billion) of its revenues in research
and development. Also in 2013, Honda became the first
Japanese automaker to be a net exporter from the United States, exporting

108,705 Honda and Acura models, while importing only 88,357.
Page no - 50

3. TATA MOTORS
Tata Motors Limited, formerly Tata Engineering and Locomotive Company

(TELCO), is an Indian multinational automotive manufacturing company
headquartered in Mumbai, India. In is a part of Tata groups , an Indian
conglomerate. Its products include passenger cars, trucks, vans, coaches, buses,
sports cars, construction equipment and military vehicles.
Tata Motors has auto manufacturing and assembly plants in Jamshedpur,

Pantnagar, Lucknow, India, as well as in Argentina, South Africa, Great Britain,
and Thailand. It has research and development centres in Pune, Jamshedpur,
Lucknow, and Dharwad, India and South Korea, Great Britain, and Spain. Tata
Motors' principal subsidiaries purchased the English premium car maker Jaguar
Land Rover (the maker of Jaguar and Land Rover cars) and the South Korean
commercial vehicle manufacturer Tata Daewoo. Tata Motors has a bus-
manufacturing joint venture with Macropollo S.A (Tata Macropolo), a
construction-equipment manufacturing joint venture with Hitachi (Tata Hitachi
Construction Machinery), and a joint venture with Fiat Chrysler which
manufactures automotive components and Fiat Chrysler and Tata branded
Page no - 51

vehicles.
Founded in 1945 as a manufacturer of locomotives the company manufactured its

first commercial vehicle in 1954 in a collaboration with Daimler Benz AG, which
ended in 1969. Tata Motors entered the passenger vehicle market in 1988 with
the launch of the Tata motor followed by the Tata sierra in 1991, becoming the
first Indian manufacturer to achieve the capability of developing a competitive
indigenous automobile.[4] In 1998, Tata launched the first fully indigenous Indian
passenger car, the Indica, and in 2008 launched the Tata Nano the world's
cheapest car. Tata Motors acquired the South Korean truck manufacture Daewoo
Commercial Vehicles Company in 2004 and
Purchased Jaguar, Land Rover from Ford in 2008.
Tata Motors is listed on the (BSE) Bombay stock exchange, where it is a

constituent of the BSE SENSEX index, the National stock exchange of INDIA,
and the New York Stock Exchange. The company is ranked 265th on the Fortune
Global 500list of the world's biggest corporations as of 2019. On 17 January
2017, Natarajan Chandrasekaran was appointed chairman of the company Tata
Group. Tata Motors increases its UV market shares to over 8% in FY2019.
Page no - 52

4. TOYOTA
Toyota Motor Corporation Japanese multinational automotive manufacturer

headquartered in, Toyota Aichi Japan. In 2017, Toyota's corporate structure
consisted of 364,445 employees worldwide and, as of December 2019, was the
tenth-largest company in the world by revenue. Toyota is the second largest
automobile manufacturer in the world, behind Volkswagen, based on 2018 unit
sales. Toyota was the world's first automobile manufacturer to produce more than
10 million vehicles per year, which it has done since 2012, when it also reported
the production of its 200-millionth vehicle. As of July 2014, Toyota was the
largest listed company in Japan by market capitalization (worth more than twice
as much as number 2-ranked soft bank) and by revenue.
Toyota is the global market leader in sales of hybrid electric vechiles and one of
the largest companies to encourage the mass-market adoption of hybrid vehicles
across the globe. Toyota is also a market leaderin hydrogen cells vehicles.
Cumulative global sales of Toyota and lexus, hybrid passenger car models
Page no - 53

achieved the 10 million milestone in January 2017. Its pirus family is the world's
top-selling hybrid nameplate with over 6 million units sold worldwide as of
January 2017.
Page no - 54

SWOT ANALYSIS
Strengths:
1. 40% of our customers are repeat buyers.
2. Largest dealership of Hyundai cars in Karnataka.
3. Only Dealership to have inventory storage inside Bangalore to meet the demand.
4. Has 85% of customer satisfaction.
Weakness:
1. Only 70% of the region in covered by, Hyundai in Karnataka.
2. Less number of dealership compared to its rivals such as Maruthi Suzuki.
3. 24*7 assistance is limited to some areas.
4. Less sales in used car.
40

Opportunities:-
1. Expand dealership and service stations.

2. To provide lease of car corporates which is done in USA.
3. Advertisement about benefits of service station in authorized dealer.
Threats:-
1. Have to give discount in existing stock during new launches of car.
41

DATA
ANALYSIS AND
INTERPRETATION
42

CHAPTER 5
ANALYSIS AND INTERPRETATION
ANALYSIS AND INTERPRETATION OF DATA
After tabulating, the data must be analyzed, researched often use interpretation.
That concentrates on what divides from average. Statistical interpretation shows how widely
resources vary and how they are distributed in relations with variables being measured. The
analysis and interpretation of may lead the researchers to accept or reject the hypothesis being
selected.
Table -01
1. THE PROFILE OF THE RESPONDENTS BASED ON AGE
AGE NO.OF PERCENTAGE

RESPONDENTS
20-24 30 40%
25-29 19 26%
30-34 14 18%
Above 35 12 16%
TOTAL 75 100%
Analysis
43

From the above table it is clear that 40% of the respondents are ages between 20 and 24, 26%
between 25 and 29, 18% between 30 and 34 and only 16% aged above 35years.
GRAPH .01
THE PROFILE OF THE RESPONDENTS BASED ON AGE
AGE
20-24
25-29
30-34
Above 35
Interpretation
It is revealed that majority of respondents are between 20 and 29years. From this we can
conclude younger generation and middle age are more interested in Hyundai may be because
this is the age where they start earning.
44

TABLE .02
THE PROFILE OF THE RESPONDENTS BASED ON GENDER
GENDER NO.OF PERCENTAGE

REPRESENTS
MALE 69 92%
FEMALE 6 8%
TOTAL 75 100%
Analysis
From the above table it is clear that 92% of respondents were male and female respondents
constituted just 8% of total responses.
45

GRAPH .02
THE PROFILE OF THE RESPONDENTS BASED ON GENDER
GENDER
Male
Female
Interpretation
It is clear that most of the users of Hyundai cars are males mostly because of the manly looks of
the cars
46

TABLE .03
THE OCCUPATION OF RESPONDANTS
OCCUPATION NO OF.REPRESENTS PERCENTAGE

STUDENT 33 44%
GOVERNMENT 5 6%
SERVICE
EX-SERVICEMAN 3 4%
PROFESSIONAL 21 28%
SELF-EMPLOYED 13 18%
TOTAL 75 100%
Analysis
From the above table it is clear that 44% of the respondents were students pursuing their
graduation or post-graduation studies and 28% were professionals. 18% of the respondents were
self-employed, 4% were ex-serviceman 6% belonged to government services.
47

GRAPH NO.3
GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Student Govt service Ex- serviceman Proffesional Self-Employed
Interpretation
It is clear users are mostly Professional males, 20-35 years of age including some students
because of the looks and power of the cars.
48

TABLE .04
THE ANNUAL INCOME GROUP OF RESPONDENTS
INCOME NO. OF PERCENTAGE

GROUP REPRESENTS
LESS THAN 39 52%
1,20,000
1,20,001-3,60,000 10 14%
3,60,001-7,20,000 14 18%
ABOVE 7,20,000 12 16%
TOTAL 75 100%
Analysis
From the above table it is clear that 52% of the respondents had an annual income of lesser than
1, 20,000, 18% had income between 3, 60,001 and 7, 20,000, 16% earned more than 7, 20,000
per Annum and 14% had income between 1, 20,001 to 3, 60,000.
49

GRAPH .04
THE ANNUAL INCOME GROUP OF RESPONDENTS
INCOME GROUP
Less than 1,20,000

1, 20,001-3,60,000
3,60,001-7,20,000
Above 7,20,000
Interpretation
It is clear users are mostly Professional males, 20-35 years of age including some students
because of the looks and power of the cars
50

TABLE .05
THE MODEL OF THE ROYAL ENFIELD THE RESPONDENTS PRESENTLY OWN
Vehicles No. of respondents Percentage

Grand i10 39 52
Elite i20 24 32
Creta 6 8
Verna 6 8
total 75 100
Analysis:
From the above table we can see that 52% of respondents use i10, 32% of respondents use i20, 8% of people
use creta, 8% of people use verna.
51

GRAPH .05
THE MODEL OF THE HYUNDAI RESPONDENTS PRESENTLY OWN
Owners of various Advaith Hyundai Vehicle
52
32
8 8
GRAND I10 ELITE I20 CRETA VERNA
Interpretation:
Major of the people use Grand i10 and Elite i20 because it’s a hatchback car. 14) Factors which influenced to
purchase Advaith Hyundai Car
52

TABLE 6
THE PURCHSING WAY OF THE CUSTOMERS
PURCHASE BY NO. OF PERCENTAGE

RESPONDENTS
CASH 54 72%
LOAN 21 28%
TOTAL 75 100%
Analysis
From the table it clear shows that the products of Hyundai are in the acceptable price range, as
we can see that purchasing way of the 72% respondents are leading in the cash sector and 28%
on loans basis. Customers are ready to pay for better facilities and technology and they feel that
all bikes deserves that price which Hyundai is offering.
53

GRAPH .06
THE PURCHASING WAY OF THE CUSTOMERS
No. of Respondents
60
50
40
No. of Respondents
30
20
10
0
Cash Loan
Interpretation
It is clear that customers are easily affording the price of Hyundai cars and they are not feeling
much problems with the amount.
54

TABLE .07
THE NO. OF RESPONDANTS CONSIDERING OTHER MOTORCYCLE WHILE

PURCHASING HYUNDAI
YES/NO NO. OF PERCENTAGE

RESPONDENTS
YES 27 36%
NO 48 64%
TOTAL 75 100%
Analysis
From the table it clearly shows that 36% of the respondents did go consider or checked for an
alternative motorcycle and 64% of them did not consider any other motorcycle while purchasing
their Hyundai cars.
55

GRAPH .07
THE NO OF RESPONDANTS CONSIDERING OTHER MOTORCYCLE WHILE

PURCHASING HYUNDAI BIKE
No of Respondents
50
45
40
35
30 Sales
25
20
15
10
5
0
YesNo
Interpretation
It is clear that majority of the customers directly chose Hyundai as their bike and dint even have
a look at the nearest alternation bike and this shown the loyalty of the customers towards the
cars brand Hyundai
56

TABLE .08
THE SOURCE OF AWARENESS FOR CUSTOMERS WHILE BUYING THEIR

HYUNDAI CARS
MEDIA NO. OF PERCENTAGE

RESPONDENTS
NEWSPAPER 6 8%
MAGAZINE 24 32%
FRIENDS 11 14%
ROADSHOW 7 10%
TV ADDS 5 6%
WEBSITE/BLOGS 15 20%
SHOWROOM 7 10%
\TOTAL 75 100%
Analysis
As we can see here the major promotional tool which is influencing the customers is Magazines
and website which is around 32% and 20% respectively, after that the source of awareness
among customers is a mixed response where in 14% from friends, 10% each from road shows
and showroom, finally newspapers consists 85 and 6% from television adds which is very poor.
57

GRAPH .08
THE SOURCE OF AWARENESS FOR CUSTOMERS WHILE BUYING THEIR HYUNDAI

CARS
35%
30%
25%
20%
15%
Awareness
10%
5%
0%
Interpretation
It clearly shown that advertisements are rarely recalled and are highly ineffective amongst non-
bullet riders. It’s clear that Hyundai should concentrate on its advertising camping to reach the
customers.
58

TABLE .09
THE MILEAGE OF HYUNDAI AFTER PURCHASE OF CARS
MILEAGE NO. OF RESPONDENTS PERCENTAGE

45km/lit & Above 5 6%
40-45 16 22%
35-40 26 34%
30-35 18 24%
Below 30 10 14%
TOTAL 75 100%
Analysis
From the above table it is clear that 56% of respondents gain mileage of 35-45km/lit which is
really good, 24% of them between 30-35km/lit, 14% below 30km/lit and 6% above 45km/lit.
59

GRAPH .09
THE MILEAGE OF HYUNDAI AFTER PURCHSE OF CARS
NO. OF RESPONDENTS
30
25
20
15
NO. OF
RESPONDENTS
10
0
45km/lit 40-45 35-40 30-35 Below 30
Interpretation
It clearly shown that mileage of the Hyundai cars is economical & mileage between 35 & 40 that
too on Indian roads with heavy traffic is a great deal.
60

61

TABLE .10
THE BREAKDOWN OF CARS SINCE PURCHASE OF VEHICLE
FREQUNCY OF NO. OF RESPONDENTS PERCENTAGE

BREAKDOWN
VERY OFTEN 8 10%
RARELY 19 26%
NOT AT ALL 48 64%
TOTAL 75 100%
Analysis
From the above it is clear that 64% of the respondents say that there is no problems or
breakdown of their cars after purchase, 26% says rarely their cars get repaired and 10% of
respondents say their cars breakdown very often.
62

GRAPH .10
THE BREAKDOWNF CARS SINCE PURCHASE OF VEHICLE
BREAK DOWN
Very often
Rarely
Not at all
Interpretation
It is clear that most of the Hyundai cars doesn’t breakdown at all and it is not problematic and
not involved into repair always.
63

TABLE .11
THE PLACE OF PURCHASE OF HYUNDAI CARS & THEIR SATISFACTION LEVEL

TOWARDS IT
PLACE OF PURCHASE NO. OF RESPONDENTS PERCENTAGE

SHOWROOM 48 64%
DIRECT SECOND HAND 22 30%
USED VEHICLES 5 6%
DEALERSHIP
TOTAL 75 100%
RESPONSE FOR NO. OF RESPONDENTS PERCENTAGE

SATISFACTION
YES 57 76%
NO 18 24%
TOTAL 75 100%
Analysis
64% of the prefer to buy their cars from showroom only and 30% my buy it second hand
directly. But none of them buys the cars through brokers which shown that reliability of an
outside party is low while making the purchase decision among the Hyundai cars Also 76% of
respondents are very much satisfied with the people of purchase of their cars and 24% are not at
64

all satisfied.
GRAPH .11
THE PLACE OF PURCHASE OF HYUNDAI CARS AND THEIR SATISFACTION

RESPONSE TOWARDS IT
Point of Satisfaction
Satisfied
Not satisfied
Interpretation
It is clear that most of the respondents prefer to buy their bike brand new from showroom only
and majority of the customers are very much satisfied with the place of purchase of their
Hyundai cars. This also shows there is more demand for new cars
65

66

Table 12.
THE AVAILABILITY OF SPARE PARTS IN THE MARKET
AVAILABILITY NO. OF RESPENDENTS PERCENTAGE

READILY AVAILABLE 51 68%
DON’T HAVE THEM 8 10%
READILY
DON’T HAVE GOOD 12 16%
SPARES SUPPLY
MAJOR HEADACHE 4 6%
TOTAL 75 100%
Analysis
From the above it is clear that 68% of the respondents are satisfied with the availability of spare
parts and remaining 32% of respondents are discontent with the availability of spare parts.
67

GRAPH .12
THE AVAILABILITY OF SPARE PARTS IN THE MARKET
Spars
Readily Available Don't get them readily

Don't have good spares supply Major headache
Interpretation
It is clear that majority of the respondents are satisfied with spare parts
availability and we can say that Hyundai has good distribution channel
for spare parts in the city.
68

TABLE .13
THE MAJOR PROBLEMS AFTER PURCHASING HYUNDAI CARS
PROBLEMS NO. OF RESPONDENTS PERCENTAGE

HIGH MAINNTENENCE 11 14%
POOR AFTER SALES 7 10%
SERVICE
HIGH PRICE 15 20%
LOW MILEAGE 8 10%
NOISY VEHICLE 3 4%
NO PROBLEM 31 42%
TOTAL 75 100%
Analysis
Maximum number of people (42%) described that there is no problem

with after purchase, 20% had an issue with the price range, third
biggest problem was 14% of them felt high maintenance was required
for the cars, only 4% of them felt it was noisy vehicle and while 10%
of respondents each refrained because of the low mileage and the poor
after sales service.
69

GRAPH 13
THE MAJOR PROBLEMS AFTER PURCHASING HYUNDAI CARS
MAJOR PROBLEMS
High maintenance
Poor after sales service
High price Low mileage
Noisy vehicle
No problem
Interpretation
It is clear that majority of the people who choose Hyundai as their

bike don’t have any problems or issues with their cars performance.
70

Table 14.
THE RATING BY THE RESPONDRNTS FOR THEIR

SATISFACTION LEVEL WITH RESPECT OF POWER AND
PICK UP
RATING NO. OF RESPONDENTS PERCENTAGE
POOR 4 6%
AVERAGE 8 10%
GOOD 20 26%
EXCELLENT 43 58%
TOTAL 75 100%
Analysis
From the above table it is clear that 6% of the respondents rated very
poor and they were not at all satisfied, 10% of them rated average, 26%
of them rated good and maximum number of respondents i.e. 58%
rated excellent and these respondents were very much satisfied with
their power and pick up.
71

*GRAPH 14
THE RATING BY THE RESPONDENTS FOR THEIR

SATISFACTION LEVEL WITH RESPECT TO POWER AND
PICK UP
No. of Respondents
50
45
40
35
30
25
No. of Respondents
20
15
10
5
0
Poor Average Good Excellent
Interpretation
It is clear that majority of the respondents are satisfied with their bikes power and
pick up. This shown Hyundai has an excellent satisfaction level within the
customer.
72

Table 15.

SATISFACTION LEVEL WITH RESPECT TO COMFORM AND
SAFTEY
RATING NO. OF PERCENTAGE

RESPONDENTS
POOR 7 9%
AVERAGE 12 16%
GOOD 24 32%
EXCELLENT 32 43%
TOTAL 75 100%
Analysis
From the above table it is clear that 9% of the respondents rated very
poor and they were not all satisfied, 16% of them rated average, 32%
of them rated good and maximum number of respondents i.e. 43%
rated excellent and these respondents were very much satisfied with
their bikes comfort and safety.
73

GRAPH 15

SATISFACTION LEVEL WITH RESPECT TO COMFORT AND
SAFTEY
Satisfaction level
Poor
Average
Good
Excellent
Interpretation
It is clear that majority of the respondents are satisfied with their

bikes comfort and safety. The shown Hyundai has an excellent
satisfaction level within the customers.
74

75

FINDINGS
AND
SUGGESTIONS
76

CHAPTER 6
FINDINGS AND SUGGESTIONS
FINDINGS
 Hyundai enjoys a high patronage from its customers.

 Most of the customers had a good experience of shopping at Hyundai Motors.
 The satisfaction levels can also be measured with the level of
recommendations to friends and associates; it is evident that more than 80%
customers are satisfied with the service offered at Hyundai Motors.
 The probability that the customers would repeat that purchase at the same
showroom is high, which is a good sign.
 The sale satisfaction index of Hyundai Motors showroom is 8.4 on scale of
ten, which is exceptionally good, the showroom should persist on high levels
of commitment to maintain the good image it has created.
 In the interview it was found that the customers are happy about the services
offered by the showroom.
 It has been observed that 25% of customers have reported a slack in the
delivery process. This is the only area of concern that has emerged from the
city.
77

SUGGESTIONS
The overall sales satisfaction index from the study reveals that the company is
performing very well and Consumers are much satisfied with the service given to
them. The only couple problem noticed are:
 Some of the customers have complained about the slack in the delivery
process and timings. Therefore, this is the area which I recommend to the
showroom to focus a little bit more. It needs to improve its delivery process
and time. Need to become little quick and fast.
 Most of the customer has good opinion on the service provided in the
showroom before sale, on upgrading the interior of the showroom the rank of
showroom may raise to excellent level.
 Some of the customers have also complained about the after purchase services
provided by the showroom. Even though the complaints are minor, the
showroom needs to resolve the customer after purchase service issues in order
to achieve customer satisfaction.
78

CONCLUSION
With respect to the above study and the findings thereby, the company has definitely
entrenched into the urban market. With few more concerted efforts, the said
organization needs to enter the rural market in order to completely establish itself all
over. The above study will help the consumers to get more awareness about Hyundai
Motors and it will also help to Hyundai to capture the market of urban as well as rural
markets.
79

QUESTIONNAIRE CUSTOMER SATISFACTION INDEX Details:
Vehicle No: _____________________________________________
Model: _________________________________________________
Customer Name: _________________________________________
Telephone No: ________________Mobile:____________________
Date: _______________Customer signature: _________________
1. Age group
a) 20-30 b) 30-40 c) 40-50 d) Above 50
2. Occupation?
a) Employee b) Business c) NRI d) Others
3. Which model of Hyundai motors do you own?
a) Hyundai i20 b) Hyundai Creta c) Hyundai Verna d) Hyundai Santro
4. Which feature is the best one in Hyundai motors?
a) Price b) Style c) Mileage d) Quality e) Mileage &Quality f) Mileage & Style
5. How do you feel when you drive Hyundai motors?
80

a) Good b) Better c) Best d) Poor
6. Are you satisfied with your vehicle mileage?
a) Yes b) No
7. Will you recommend Hyundai product to anybody?
a) Yes b) No
8. What do you think about Hyundai customer service?
a) Excellent b) Good c) Better d) Poor
9. How do you feel about company’s response towards customers?
a) Excellent b) Good c) Better d) Poor
10. Did you receive the product on delivery time?
a) Yes b) No
11. Are you satisfied company’s after sales service?
a) Satisfied b) Not satisfied
81

12. How do you feel the experience at the showroom?
a) Satisfied b) Not satisfied
13. Were you offered test drive?
a) Yes b) No
14. Are you satisfied with their usage of the motors?
a) Fully satisfied b) Just satisfied c) Not satisfied
15. Do you repeat purchase of Hyundai MOTORS?
a) Probably b) Definitely c) Definitely not d) Might 16.
Please give your comments/suggestions to enable us to improve satisfaction of

customers at this Hyundai authorized showroom HYUNDAIMOTORS
___________________________________
_______________________________________________________
________________________________________________________
THANK YOU FOR YOUR VALUABLE OPINIONS
82

ANNEXURES
83

ANNEXURES
84

85

BIBLIOGRAPHY
BOOKS:
Principles of marketing: KOTLER ARMSTRONG.
Marketing Management: PHILIP KOTLER. (Analysis, Planning Implementation and

Control)
Services Marketing: Hyundai GRAW HILL.
Marketing Research: G.C.BERI.
Research Methodology: KOTHARI. C.R
WEBSITES:
www.hyundai.com
en.m.wikipedia.org
www.finalyearprojects.com
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A Study on Consumer Satisfaction of Hyundai

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1. Products and Services

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

8. Feedback from Customers

9. Responsibility towards the Society

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

 Communicating with customer

 Conducting market research

 Coordinating with other departments

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

5. Marketing information management

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1. Marketing Widens the Market:

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

3. Marketing Helps in Optimal Utilization of Resources

4. Marketing Accelerates Other Activities

5. Marketing Increases the National Income

6. Marketing Raises the Standard of Living

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

7. Marketing Provides Gainful Employment Opportunities

8. Marketing Stabilizes the Economic Conditions

9. Marketing Acts as a Basis for Making Decisions

10. Marketing Provides Maximum Satisfaction of Human Wants

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

Meaning of consumer satisfaction

Functions of consumer satisfaction

1. Know your Target Audience

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

To get started, you need to perform the following steps:

3. Invest In Pay-Per-Click Advertising To Generate More Leads

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

4. Use Social Media to show Your Work

5. Create a Buzz with Your Event Management Strategies

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

6. Ask Your Sponsors to Spread the Mind

7. Send Post-Event Polls and Surveys

8. Marketing Automation Tools

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

9. Website or Event Pages

Features of consumer satisfaction

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1. Better marketing strategies

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

2. The influence of quality content

Advantage of consumer satisfaction

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

2. Trackable, measurable results-

6. Improved conversion rates-

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

1. Subhadip Roy (2005)

2. . David Vinjamuri (2005)

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

The results also found that the customers wanted the Thai government to impose restrictions on

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

KLE SOCIETY’S DEGREE COLLEGE, NAGARBHAVI

INTRODUCTION ABOUT THE STUDY

NEED FOR STUDY