PROJECT REPORT

ON

“A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL

REFERENCETO HYUNDAI MOTORS”

BY

THANIKONDA HARISH

1NH20BA159

Submitted to

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING,

OUTER RING ROAD, MARATHALLI,

BENGALURU
In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance ofN

DR DHANALAKSHMI R V

Associate Professor

2020 - 2022
 CERTIFICATE
This is to certify that THANIKONDA HARISH bearing USN 1NH20BA159, is a bonafide
student of Master of Business Administration course of the Institute 2020-22, autonomous
program, affiliated to Visvesvaraya Technological University, Belgaum.

The project report on “A Study on Customer Satisfaction with Special Reference To Hyundai
Motors” is prepared by her under the guidance of Dr Dhanalakshmi R V, in partial fulfilment
of requirements for the award of the degree of Master of Business Administration of
Visvesvaraya Technological University, Belgaum Karnataka.

Signature of the internal guide Signature of HOD Signature of principal

Name of the Examiner with affiliation Signature with Date

1. External examiner

2. Internal examiner
 DECLARATION

I, THANIKONDA HARISH, hereby declare that The Project report at “A Study on Customer Satisfaction
with Special Reference to Hyundai Motors” prepared by me under the guidance of Dr Dhanalakshmi R V,
faculty of M.B.A Department, New Horizon College of Engineering.

I also declare that this Project report is towards the partial fulfilment of the university regulations for the
award of the degree of Master of Business Administration by Visvesvaraya Technological University,
Belgaum.

I have undergone an industry Project for a period of Eight weeks. I further declare that this report is based on
the original study undertaken by me and has not been submitted for the award of a degree/diploma from any
other University / Institution.

Signature of Student
Place:
Date:
 ACKNOWLEDGEMENT

The successful completion of the Project would not have been possible without the guidance
and support of many people. I express my sincere gratitude to Mr Sreedhar, Hyundai Motors
Bengaluru, for allowing to do my project at Hyundai motors.

I thank the staff of Hyundai Motors Bengaluru for their support and guidance and helping me
in completion of the report.

I am thankful to my internal guide Dr. Dhanalakshmi R V, for her constant support and
inspiration throughout the project and invaluable suggestions, guidance and also for providing
valuable information.

Finally, I express my gratitude towards my parents and family for their continuous support
during the study.

STUDENT NAME: THANIKONDA HARISH

USN NO: 1NH20BA159
 TABLE OF CONTENTS

SL. NUMBER CONTENTS PAGE NUMBERS

1 Executive Summary 1-2

2 Theoretical Background of The Study 3-19

3 Industry Profile &Company Profile 20-38

4 Research Methodology 39-50

5 Data Analysis and Interpretation 51-78

6 Findings, Suggestions and Conclusion 79-82

7 Bibliography 83

8 Annexure 84-88
EXECUTIVE SUMMARY
Customer satisfaction should be the main focus of an organization because customers drive
business. Collecting customer satisfaction data can help your company determine what is
working well with your products, services andinternal processes, and what you need to improve
or change completely. In this article, you will learn what customer satisfaction is, how to
measure it effectively and why it's important for the success of your business. Customer
satisfaction (often abbreviated as CSAT) is a measurement of how happy (or unhappy)
customers are with a company's products, services or experience. Customer satisfaction consists
of a customer's perceived quality, value and expectations of your company and what you offer.
This data can reveal major insights into how customers relate to your brand and how they will
interact with your brand in the future. Customers include any one a company provide products,
services or experiences. For example, a car dealership's customers are individual buyers and a
hospital's customers are patients. Many businesses are actually both providers and customers.
For instance, a hospital is a provider for patients by offering healthcare and a provider for
insurance companies by releasing data on patients, but hospitals are also customers of insurance
companies, which pay hospitals for their service.

Customer satisfaction information, including surveys and ratings, can help a company
determine how to best improve or changes its products and services. An organization’s main
focus must be to satisfy its customers. This applies to industrial firms, retail and wholesale
businesses, government bodies, service companies, nonprofit organizations, and every
subgroup within an organization.
CHAPTER-1
INTRODUCTION
INTRODUCTION

The Indian automotive component industry is dominated by around 500 players which account formore
than 85% of the production. The turnover of this industry has been growing at a mammoth 28.05% per
annum from 2002-03 onwards as illustrated in Fig which clarifies its emergence
as one of India's fastest growing manufacturing sectors. During 1990s, the auto components marketin India
used to be dominated by supplies to the aftermarket with only 35% exports sourced by global Tier 1 OEMs
(Original Equipment Manufacturers). The industry made a sustained shift to the global Tier 1 market and
today, the component manufacturers supply 75% of their exports to global Tier 1 OEMs and the remaining
to the aftermarket. This is largely due to the growing capability of The Indian component suppliers in
understanding technical drawings, conversance with global automotive standards, economically attractive
costs (manufacturing costs are 25%-30% lower than its western counterparts), flexibility in small batch
production and growing information technology application for design, development and simulation.

Besides The burgeoning demand of auto components from global majors, the domestic automobile industry
has been showing a sparkling growth caused by increasing customer base and affordable loans. Based on
this, the turnover of The Indian auto component industry is expected to touch US$
18.7 billion by 2009 and estimated to reach US$ 40 billion by 2014.

Overview of Indian Automobile Industry

The liberalized policies of The Indian Government paved towards steady evolution of India as a stable and
market driven economy with the real Gross Domestic Product growth in excess of 8%, foreign exchange
reserves crossing The $150 billion mark, growing value of Indian Rupeecompared to US dollar and
reducing inflation rate. 100% Foreign Direct Investment, absence of local content regulation,
manufacturing and imports free from licensing & approvals in The automobile sector.
Coupled with customs tarifforauto components reducing to 12.5% resulted in increased
number of multinationals establishing Their bases in India and with export markets
looking up, The Indian automobile industry is poised for a phenomenal growth. The
automobile production in the sub-continent has been growing steadily @ 18.53% per
annum from 2002-03 onwards with total vehicle production standing at a mammoth
1,00,31,296 nos. in 2005-06.

Among the automobiles, 2 wheelers account for 75.77%, cars about 11.09%, 3 wheelers
to the tune of 4.33%, tractors about 2.95%, buses & trucks constitute 2.19%, Multi Utility
Vehicles (MUVs) to The tune of 1.96% and Light Commercial Vehicles (LCVs) about
1.71% of The total number of automobiles produced in the country. Presently, India is the
second largest market after China for two & three wheelers.

5
In tractors production, India is one of the two largest manufacturers in the world along
with China. The subcontinent stands as the 4th largest producer of trucks in the world.
Coming to The passenger car segment, the country is positioned 11th in car production in
the world. The Indian passenger carmarket is far from being saturated leaving ample
opportunity for volume growth since the per capita car penetration per 1000 is only 7
compared to 500 in Germany. The production of cars in The country has been growing
at a mammoth 27.58% per annum from 2002- 03 onwards. In general, cars are broadly
classified as Mini, Compact, Mid- Size, Executive & Premium varieties. There has been
a steady rise in compact car production from 333,000 in 2002-03 to 715,000 in 2005- 06,
mid-size cars from 122,000 to 204,000 nos., executive cars from 2000 to 23,000 nos. and
premium variety cars from 4000 in 2002-03 to 5000 nos. in 2005-06. The mini car
segment production reduced from 150,000 in 2002-03 to 98,000 nos. in 2005-06. These
statistics vividly reveal the increasing capacity of The Indian customer, thus driving The
passenger car demand rapidly up The price ladder. Analysts speculate car production in
The sub-continent to touch 1575,000 in 2009 and 2654,000 by 2014. Cars and MUVs
exports rose from 72,000 in 2002-03 to reach 176,000 nos. in 2005-06 with growth @
48.155 per annum from 2002-03 onwards.

Out of The two wheelers produced in India, motorcycles account for 81.59%, scooters
about 13.42% and mopeds to the tune of 4.99% of the total production. The production
statistics which shows The growth of 2wheelers @ 16.58% per annum from 2002-03
onwards. Out of this, motorcycles have exhibited production growth @ 19.99% per
annum, scooters @ 6.74% per annum & mopeds @ 2.65% per annum from 2002-03
onwards. Two wheeler production units in India constitute of Japanese OEMS (Original
Equipment Manufacturers) which include Hero Honda Motors, Honda Motorcycle &
scooter India (P) Ltd., Yamaha Motor India (P) Ltd. & Suzuki Motorcycle India (P) Ltd.
and Indian OEMs consisting of Bajaj Auto Ltd. T V S M o t o r Company Ltd., LML Ltd.,
Kinetic Engineering Ltd., Majestic Auto Ltd., Kinetic Motor Company Ltd. and Royal
Enfield of Eicher Ltd.

Out of the aforementioned, Hero Honda accounts for 39.55%, Bajaj Auto about 26.87%,
6
The remaining 2.98% of The total 2 wheelers production in The country. The exports of
two wheelers made a significant growth from a level of 180,000 in 2002-03 to reach
513,000 nos. in 2005-06. The latest estimates put up production of 2 wheelers to 13.6
million by 2009.

The production of Multi Utility Vehicles (MCVs) has been showing sparkling growth @
23.84% per annum, Light Commercial Vehicles (LCVs) @ 35.49% and Medium & Heavy
Commercial Vehicles.
Auto Components Production Range In India

India is bestowed with excellent infrastructure for production of auto components. There
are various national and multinational companies in the country that have put up state of
art auto component manufacturing facilities. The production range of auto components in
India. For many of the auto components, steel remains the dominant material due to its
versatility providing a wide range of properties through the choice of appropriate
combination of composition and processing.

Along with The above, long term availability of raw materials, good recycling ability, a
relatively favorable price and The large experience based knowledge favour steel as a
choice for use in auto component manufacturing.

The steel requirements in general for engine parts such as fan, pulley, piston pin & oil fan
are met by low carbon steels, medium carbon steels/alloy steels based on requisite
mechanical properties are applied for crankshafts, connecting rods, rocker arm shafts e t
c
. While low carbon/low carbon alloy case hardening steels are used for
moderately/severely stressed components. Transmission parts such as input shaft, output
shaft, front axle, rear axle, kick down & reverse bands, pinion shafts, clutch discs &
plates, automatic transmission components etc. are made with medium carbon/alloy steels
while The gears are made of low carbon/low carbon alloy case hardening steels.
Suspension and steering parts such as knuckle ball studs, arm sector shafts, arm parts,
7
pitman & idler arms, struts, tie rod ends, ball joint studs, center link etc. are either made
of medium carbon steel or alloy steel depending upon The conferred properties, spring
steels for suspension springs while low carbon case hardening steels are applied for
components that require wear resistance. Various low carbon/low carbon alloy steels are

used for rivets, bolts, nuts & other fastener items. Steel required for chassis
components are met with cold forming & wieldable low carbon/micro alloyed steel
sheets/plates while deep drawing & extra deep drawing varieties of steel sheets are
employed for body.

Steels are shaped, formed, heat treated and/or machined into automotive components
fulfilling The specific design criteria requiring critical set of properties like strength &
toughness, fatigue & fracture resistance, wear resistance, corrosion resistance etc.
Technology of machining, fabricating or forming of engineering components has
undergone rapid changes with the advent of Computer Aided Manufacturing systems and
robotics. Consequently, the auto component manufacturers require the highest degree of
consistency in the quality of the steels both metallurgical and dimensional. Also, the
changes in customer expectations for lighter, more powerful & fuel efficient vehicles with
greater degrees of reliability & safety will continuously drive The steel industry towards
development and manufacturing of steel with closer band of metallurgical properties,
physical properties, leaner alloy compositions, higher strength to weight ratioetc. at The
most competitive prices.

Today, automobile sector accounts for 7% of the total steel consumed in India. The
sparkling growth of the automotive component industry and the automobile industry in
India translates into a tremendous potential and opportunity for domestic steel producers
to cater to the needs of these industries where steel is the most vital input.

India Emerging as Hub for Auto Components Indian auto component industry is fast
emerging as an attractive OEM & Tier 1 supplier. The auto component exports from India
rose from a mere US$ 0.760 billion in 2002-03 to US$ 1.8 billion in 2005-06 showing
growth @ 45.61% per annum from 2002-03 onwards. In 2005-06, about 36% of the
component exports headed for Europe, 26% for America, 16% for Asia, 10% to Africa,
10% to Middle East, 1.5% to Oceania and others account for 0.5% of the total exports.

8
 1:1 Theoretical background study

"In literature antecedents of satisfaction are studied from different aspects. The
considerations extend from psychological to physical and from normative to positive aspects.
However, in most of the cases the consideration is focused on two basic
constructs as customers’ expectations prior to purchase or use of a product and his relative
perception of the performance of that product Expectations of a customer on a product tell us
his anticipated performance for that product. As it is suggested in the literature, consumers may
have various "types" of expectations when forming opinions about a product's anticipated
performance. For example, four types of product performance is considered as an important
construct due to its ability to allow making comparisons withthe expectations. It is considered
that customers judge products on a limited set of normsand attributes. Olshavsky and Miller
(1972) and Olson and Dover (1976) designed their researches as to manipulate+ actual product
performance, and their aim was to find out how perceived performance ratings were influenced
by expectations. These studies tookout the discussions about explaining the differences between
expectations and perceivedperformance.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace. Customer
satisfaction is an abstract concept and the actual manifestation of the state of satisfaction
will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other factors the customer, such as other products
against which the customer can compare the organization's products. Work done by
Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered
SERVQUAL which provides the basis for the measurement of customer satisfaction with
9
 a service by using the gap between the customer's expectation of performance and their
perceived experience of performance. This provides the researcher with a satisfaction

"gap" which is semiquantitative in nature. Cronin and Taylor extended the

disconfirmation theory by combining the "gap" described by Parasuraman, Zeithaml and
Berry as two different measures (perception and expectation) into a single measurement
of performance relative to expectation. The usual measures of customer satisfaction
involve a survey with a set of statements using a Likert Technique or scale. The customer
is asked to evaluate each statement in terms of their perception and expectation of
performance of the service being measured.

BENEFITS OF CUSTOMER SATISFACTION

• Feedback

Customer feedback in the form of answers, comments and suggestions about a company's
products, business practices and customer service is one of the major benefits of a
customer satisfaction survey.
Desired Improvements

If feedback is critical or negative on any aspect, quick measures can be taken to bring
about the desired improvements or address grievances and placate relevant customers.
• Better Innovation

Analysis of customer feedback surveys and the information collected becomes the basis
for customer intelligence. Used strategically, such intelligence can be used to drive
innovation efforts and initiatives at the company.
• Greater Customization

A customer satisfaction survey also shows critical insights about different customer
segments and products so that services and marketing approaches can be tailored
accordingly.
• Long-Term Relationship

Customer satisfaction surveys enable companies to consistently and better address

customer needs and expectations, maintain brand reputation and facilitate long-term

10
 relationships with customers. Sometimes companies are misguided by the notion that
customers depend on them. The truth of the matter is that we very much so depend on
them. Many researchers and academia have highlighted the importance of customers in
today’s market. The level of satisfaction a customer has with a company has profound
effects. Studies have found that the level of customer’s satisfaction has a positive effect

on profitability.

• A totally satisfied customer contributes 2.6 times as much revenue to a company as a

somewhat satisfied customer.

A totally satisfied customer contributes 17 times as much revenue as a somewhat

dissatisfied customer.
• A totally dissatisfied customer decreases revenue at a rate equal to 18 times what a totally
satisfied customer contributes to a company.

dissatisfied customer.
• A totally dissatisfied customer decreases revenue at a rate equal to 18 times what a totally
satisfied customer contributes to a company.

PROCESS OF CUSTOMER SATISFACTION

• Step 1 – Understanding Customer Expectations

• Step 2- Promises to Customers

• Step 3 – Execution

• Step 4 - Ongoing Dialog with a Customer

• Step 5 - Customer Satisfaction Surveys

IMPORTANCE OF CUSTOMER SATISFACTION

To delivers excellent quality Our core business is to deliver excellent service – for any
product, at any time, at any place. We provide worldwide door-to-door services ('old
integrator') as well as comprehensive solutions ('new integrator'). We improve our
services based upon the demands of our customers in our national and international
markets. We continuously challenge and improve our structures and production
processes. . To make our customers successful Customer satisfaction determines our

11
Group's success. Our customers' success is our success. We have the best possible
knowledge of customers, markets and competitors and are therefore the standard setters
in the market. Our activities are governed by our knowledge of the global and local
requirements of our customers and markets. . To foster openness We think global, act
local and respect different cultural values in the countries where we operate.

Being open helps us to promote integration and, in turn, the success of the Group.
We make decisions based on facts and analyses. To do so, we use the combined
knowledge of our Group in all our locations and units and the expertise of all our
employees at all times. We learn from successes and failures, from internal and external
best practices, from every single employee. To act in an entrepreneurial way
Entrepreneurial conduct constitutes the spirit of our Group. We demand and promote
individual responsibility. Excellent people are key to our success. We welcome motivated
and loyal employees who strive for top performance. It is one of our core tasks to attract,
develop and retain such employees in the long term. . To act with integrity internally and
externally Integrity determines the way we work within the Group as well as our conduct
toward our business partners, shareholders and the general public. Each employee has the
opportunity for personal development according to individual performance independent
of gender, religion or culture. We do not tolerate discrimination. Each executive respects
each employee's personal.

Management Philosophy

With the spirit of creative challenge, we will strive to create a more affluent lifestyle for
humanity, and contribute to the harmony and co-prosperity with shareholders, customers,
employees and other stakeholders in the automobile industry.
The spirit of creative challenge has been a driving force in leading HMC to where it is
today.
It is the permanent key factor for HMC to actively respond to change in the management
system and seek creative and self–innovative system. With the spirit of creative challenge,
we create profits, the primary objective of a private enterprise. Furthermore, we take
responsibility for the environment and society we belong to, and offer sustainablemobility

12
in order to implement our corporate philosophy and provide benefits to all stakeholders
including shareholders, customers, executives, employees, suppliers, and communities.
We announced "Innovation for Customers" as our mid–to long–term vision with five core
strategies: global orientation, respect for human values, customer satisfaction, technology
innovation, and cultural creation. We desire to create an automobile culture of putting
customer first via developing human– centered and environment–friendly technological
innovation.

Management policy

Based on a respect for human dignity, we make efforts to meet the expectations of all
stakeholders including customers and business partners by building a constructive
relationship amongst management, labor, executives and employees. Also, we focus on
communicating our corporate values both internally and externally, and gaining
confidence from all stakeholders.

Mid-and Long-term Strategies. We developed five mid–and long–term strategies: global

management, higher brand values, business innovation, environmental management, and
strengthening product competitiveness. Especially, we selected environmental
management as one of our strategies to meet the needs of our stakeholders and the society
we belong to. We also intend to promote sustainability development and preservation of
the environment

MGF DEVELOPMENTS

The MGF Developments has been making a difference to Indian lifestyle and
development for over seven decades. Our longevity and success represents an unmatched
commitment to our customers, our business and our employees. From being the pioneers
in the Hire Purchase and Leasing business, the MGF Developments today is making a
difference in Real Estate Development and Automobiles Distribution ventures across
India.

13
ABOUT MGF

MGF Developments is a leading player in the field of retail real estate and property
development in India, and has brought in international standards in commercial
complexes and shopping malls. It was first in the sector to introduce the concept of
condominiums in the country. Today, it is one of the largest shopping mall developers in
the National Capital Region, with almost 3 million sq.ft. of retail space under
development. Some of MGF Developments’ landmark projects include the Metropolitan,
The Plaza and the City Square Mall in Gurgaon in 2003. It is an organization that in many
ways has been a model for a host of new companies entering the field.

MGF Hyundai is one of the leading names in Automobile’s dealership of Hyundai. Motor
India Ltd located at 1, Jhandewalan, Faiz Road, New Delhi. The centralized location of
the showroom effectively covers whole of Delhi in North, East, West & South and
providing dedicated professional after sales service to our esteemed customers by having
service centers at G.T. Karnal Road, Patparganj, Mayapuri and Okhla.

14
MGF Mayapuri service station is also the training hub for all North Indian Hyundai
Service stations.MGF Hyundai is having highly professional & motivated team, dedicated
leaders providing their prompt, efficient services to our customers with utmostpriority
being the Quality of Service and Customer Satisfaction. Our longevity and success
represent an unmatched commitment to our esteemed customers, solid knowledge of the
Indian Market and to a certain extent our competitive advantage with our large customer
database, distribution network and customer services.

CUSTOMER SATISFACTION

AN INSIGHT

According to Harold E Edmondson “ Customer Satisfaction” seems to appear in print

more frequently than any other catch phrase used to describe a new found magic for
industrial success. Before we proceed in to the study of the dynamics of Customer
Satisfaction it is important to know about, who a customer is and what satisfaction really
means.

Who really is a Customer?

The question of defining who your customers are seems fairly easy particularly if you
have segmented your market properly and understand who you are trying to satisfy.
However subtlety that frequently goes undetected by many firms is that is that customer
set can be divided into two parts, the apparent customer and the user. The apparent
customer is the person or group of people who decide what product to buy and basically
have control over the purse strings. The user is a person or group who physicallyuses the
product or is the direct recipient of a service.

What does satisfaction really mean?

As in defining customer above, defining satisfaction also appears simple. However as

with customer there is a subtlety that needs addressing. Satisfaction by most definitions
simply means meeting the customer’s requirement.Customer satisfaction is a concept that
15
more and more companies are putting at the heartof 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. Without this, there is a risk that customer
satisfaction becomes little more than a good intention, with confused objectives failing to
address the real issues for customers, one helpful wayto look at the problem is to rephrase
the objectives: set the sights on helping the customersmeet their goals.

Customer satisfaction can be defined in many different ways. Finding the right way for a
company depends on understanding your customer and on having a clear vision of the
role that customer satisfaction is to play in the strategy. For example, a focus on customer
satisfaction can work alongside existing segmentations to support revenue generation
from high value customers or it can be a company-wide objective rooted in the brand
values. For the former, it may be sufficient to focus on improving customer service, but
for the latter a broader definition of customer satisfaction is necessary, closer akin to
corporate reputation.

Whatever the strategy for customer satisfaction, it must at least include getting the basics
right. Failing to achieve this can destroy the reputation as well as losing valuable
customers. Every customer, regardless of their economic worth to the business, has the
power to influence – positively or negatively – a company’s reputation. Once the
objectives for the customer satisfaction strategy are defined there are a number of steps
we can take to make sure the focus on customer satisfaction is effective.

Building a company around Customer Satisfaction -

With the increase in customer’s demands and competition it has become a lot more
important to base the entire company on customer service. When doing this one must first
realize that every member of an organization plays an active role in customer service.
This includes both external customers and internal customers within a company.

Customer focused organizations focus both on customer satisfaction and profit.

Achieving customer satisfaction generates the profit. In these organizations top
management has frequent contacts with external customers. The top management uses
consultative, participative, and supportive management styles to get through to the
16
customer. The staff focuses all of its attention on satisfying the customer’s needs.
However, the management’s job is to provide the staff with support necessary to achieve
these goals. The other department and staff in the organization that do not have direct
contact with the external customers deal exclusively with internal customer satisfaction.

The Influence of the salesperson in Customer Satisfaction-

In an article titled, “The influence of salesperson selling behavior on customer satisfaction

with products,” Brent G.Goff and James S. Boles examine the effects of non-product
related construct on customer satisfaction with major retail purchases such as
automobiles. The article states that salesperson’s selling orientation- customerorientation
(SOCO) will affect not only consumer satisfaction with the salesperson and dealer, but
also indirectly, satisfaction with the product or manufacturer.

In the perspectives of both the retailer and the manufacturer, customer satisfaction
represents an important issue because it relates to several desirable outcomes. Customer
satisfaction leads to future purchases, and repeated purchases of the same product from
the same source. In other words, it helps a firm retain its present customers and build
loyalty. By helping a buyer obtain product information and providing guidelines about
what should be expected during the buying process and use of a product, a salesperson
may influence customer expectations concerning the product. Thereby this may reduce
the likelihood of dissatisfaction (Grewal and Sharma, 1991). A successful salesperson
tailors to the needs of each individual customer. By being customer-oriented, a
salesperson is likely to identify with needs of the customer, enabling the salesperson to
match his or her presentation to those requirements of the customer.

Internal Marketing – how it affects Customer Satisfaction –

Successful companies make every effort to ensure satisfaction to their customer by

focusing all organizational efforts of the company on providing superior customerservice.
By doing this these companies hope to retain their existing customers and attractnew ones.
Only angle of customer satisfaction commonly overlooked is the internal aspect.

17
The internal customer or employee plays a vital role in achieving customer satisfaction
and loyalty. Some firm’s do not understand that the treatment of internal customers
becomes the external customers’ perception of the company. A firm’s employees or other
departments within the organization make up its internal customers. Their job
performance affects the firm’s ability to deliver superior product and customer service
(Boone and Kurtz, 1999). When a firm’s employees are happy at work, their overall
attitude and performance towards the customer enhances tremendously. Internal
marketing helps members or employees of an organization understand and fulfill their
roles in implementing its marketing strategy. Internal marketing not only keeps
employees happy; it also shows them how their actions affect the firm’s ability to achieve
customer satisfaction.

Customer Satisfaction as part of Service Profit Chain:

A Harvard Business Review article outlines the internal process required to drive growth
and increase profitability. The article describes the ways in which service quality
contributes to success, outlining the steps in the “Service-profit chain”:

Profitability / Growth

Customer Loyalty

Customer Satisfaction

Value

Employee Productivity

Employee Loyalty

Internal Quality

Leadership

18
1.2 IMPORTANCE OF THE TOPIC

A client imagines a few administrations or advantages after the item for which installment
is complete. On the off chance that this advantage is more than the sum paid, at that point
the client is fulfilled. Over the long haul, consumer loyalty assists with holding market
request. It accomplishes authoritative goals. Consumer loyalty can be improved by
offering some benefit included administrations, which incorporates giving extra offices
at almost no additional expense.

1.3 NEED TO STUDY THE TOPIC

The need for the study is to help the organization in understanding their present pricing
strategy and help them to improve quality service which helps them to increase their
customer satisfaction level as customer are who can make their business successful.

19
CHAPTER:2

Company profile

20
COMPANY PROFILE

Hyundai” a name to be reckoned in the World Automobile industry is Korea’s number

one automaker. Hyundai has established an enviable record for growth both in
quantitative and qualitative terms transforming itself from a domestically oriented
manufacture into a global player and leading contributor to Korea’s economic and
industrial development. Hyundai Motor Company is steadily accelerating to achieve the
status of world-class automobile company.

In December 1967, Hyundai Motor Company (HMC) was born out of the Hyundai
Business group, the nation’s largest conglomerate with the purpose of entering the
automobile industry to meet the growing domestic demand for cars. Since then, HMC has
played a major role in providing transportation to further Korea’s economics growthand
prosperity.

21
Entry of Hyundai Motor Company in the Indian Market.

Hyundai established its presence in India by opening a subsidiary called “Hyundai Motor
India Limited” with a total investment of US$ 614 Millions. The Hyundai project is the
largest to be made by an MNC in the automobile sector. The plant near Chennai, in the
state of Tamil Nadu is the largest manufacturing plant of Hyundai motors outside Korea
and contains nearly all facilities necessary for a self sufficient manufacturing and
production site for developing cars. This assembly plant not only boasts it sown assembly
facilities but also a R&D center, a performance experimenting and testing center, and a
driving testing ground. As such, the India plant represents a family-type combined
automobile assembly facility, capable of all production processes, research and
development, testing of products, marketing for sales and provision of after sale service
in India.

In 1997, Hyundai Motor India limited launched “Santro” the best small car at its
worldwide debut in New Delhi. Santro is basically a face lifted version of the “Atos”.
Santro was introduced in three different models having varying features. Santro was a
runaway success in the India market and became famous as the Tall Boy car. It topped
the volumes year after year in its segment.

Overview of Indian Automobile Industry

The automotive industry in India grew at a computed annual growth rate (CAGR) of 11.5
percent over the past five years, the Economic Survey 2008-09 tabled in parliament on
2nd July’09 said. The industry has a strong multiplier effect on the economy due to its
deep forward and backward linkages with several key segments of the economy, a finance
ministry statement said. The automobile industry, which was plagued by the economic
downturn amidst a credit crisis, managed a growth of 0.7 percent in 2008-09 with
passenger car sales registering 1.31 percent growth while the commercial vehicles
segment slumped 21.7 percent. Indian automobile industry has come a long way to from
the era of the Ambassador car to Maruti 800 to latest TATA nano. The industry is highly
competitive with a number of global and Indian companies present today. It is projected
22
to be the third largest auto industry by 2030 and just behind to US & China, according to
a report. The industry is estimated to be a US$ 34 billion industry. Indian Automobile

industry can be divided into three segments i.e. two wheeler, three wheeler & four
wheeler segment.

The domestic two-wheeler market is dominated by Indian as well as foreign players such
as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc. Maruti Udyog
and Tata Motors are the leading passenger car manufacturers in the country. And India
is considered as strategic market by Suzuki, Yamaha, etc. Commercial Vehicle market is
catered by players like Tata Motors, Ashok Leyland, Volvo, Force Motors, Eicher Motors
etc. The major players have not left any stone unturned to be global. Major of the players
have got into the merger activities with their foreign counterparts. Like Maruti with
Suzuki, Hero with Honda, Tata with Fiat, Mahindra with Renault, Force Motors with
Mann. Key Facts • India ranks 12th in the list of the worlds top 15 automakers

• Entry of more international players

• Contributes 5% to the GDP

• Production of four wheelers in India has increased from 9.3 lakh units in 2002-03 to 23
lakh units in 2007-08

• Targeted to be of $ 145 Billion by 2016

• Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-08. Not only
the Indian companies but also the international car manufacturing companies are focusing
on compact cars to be delivered in the Indian market at a much smaller price.

There have been exhibitions like Auto-expo at Pragati Maidan, New Delhi to share the
technical advancements. Besides, there are many new projects coming up in the
automobile The Government of India has liberalized the foreign exchange and equity
regulations and has also reduced the tariff on imports, contributing significantly to the
growth of the sector. Having firmly established its presence in the domestic markets, the
23
 Indian automobile sector is now penetrating the international arena. Vehicle exports from
India are at their highest levels. The leaders of the Indian automobile sector, such as T ata
Motors, Maruti and Mahindra and Mahindra are leading the exports to Europe, MiddleEast
and African markets. The Ministry of Heavy Industries has released the AutomotivePlan
2006-2016, with the motive of making India the most popular manufacturing hub

for automobiles and its components in Asia. The plan focuses on the removal of all the
bottlenecks that are inhibiting its growth in the domestic as well as international arena.

Products rolling out of Hyundai Motor India Ltd.

The products that come out of the Hyundai Motor’s desk are

1. Santro Zing

2. Accent
3. i20
4. Sonata

5. i10 (kappa 1.2)

6. Getz

Santro Zing is a small segment car, with four different versions, and is priced between

3.38 Lakhs to 4.32 Lakhs. The four versions are named.

1. Santro Zing XE

2. Santro Zing XT

3. Santro Zing XG

4. Santro Zing XS

Accent is medium-sized car coming in six different versions, and is priced between
5.63Lakhs to 7 Lakhs. The six versions are named.

24
1. Accent CRDI

2. Accent GVS

3. Accent GLX

4. Accent GLS

5. Accent GPX Tornado

6. Accent VIVA 5-door petrol.

I20 is medium size car coming in three different versions, and is priced between
4.79Lakhs to 5.81Lakhs. The Three versions named

1. Magna

2. Asta

3. Asta(O)

Sonata is a luxury car priced between 14Lakhs to 18Lakhs.I10 is a small car coming in
the nine different versions, and is priced between 3.29Lakhs to 5.36Lakhs. The nine
versions named

1. D-Lite (1.1)

2. Era (1.1)

3. Magna

4. Magna AT

5. Sportz

6. Sportz (AT)

7. Asta

8. Asta SR

9. Asta SR (AT)

25
 Getz is medium car coming in the seven different versions, and is priced between
3.59Lakhs to 5.48Lakhs. The Seven versions named.

1. GLE 1.1

2. GVS 1.1

3. GVS 1.1 (175 Tyre + rear spoiler)

4. GVS 1.3

5. GLS 1.3

6. GLX 1.3

7. GVS CRDI 1.5

Ideology and Environment at Hyundai:

A management motto at Hyundai is “Customer first, best in technology, best in quality

and best value for human beings”. Hyundai as a company is dedicated to create new value
for its customers. Hyundai Motor Company’s target is to care for the environment and
devote attention to the future of our children and their ability to inhabit a clean, pollution
managed world. Hyundai believes that they have achieved the current status as a world-
class company by faithfully enforcing seven management principles and creating an
atmosphere where by each and every member of the company is able to work for the
benefit of common future. As a result, Hyundai motor company is committed to its social
responsibilities as it fulfills its mission with dedication and strength of purpose.

Goal of Hyundai – “To build the world’s best quality cars”

Established in the year 2015, Star Hyundai in Banni Mantap, Mysore is a top player in
the classification Car Dealers-Hyundai in the Mysore. This notable foundation goes about
as a one-stop goal adjusting clients both neighborhood and from different pieces of
Mysore. Through the span of its excursion, this business has set up a firm traction in its
industry. The conviction that consumer loyalty is as significant as their items and
26
administrations, have helped this foundation accumulate an immense base of clients,
which keeps on developing constantly. This business utilizes people that are committed
towards their separate jobs and put in a great deal of exertion to accomplish the basic
vision and bigger objectives of the organization. Sooner rather than later, this business
expects to extend its line of items and administrations and take into account a bigger
customer base. In Mysore, this foundation involves an unmistakable area in Banni
Mantap. It is an easy undertaking in driving to this foundation as there are different
methods of transport promptly accessible.

HISTORY

Hyundai Motor India Ltd, continuing with its tradition of being the fastest growing
passenger car manufacturer, registered total sales of 489,328 vehicles in the calendar year
(CY) 2008, an increase of 49.6 percent over CY 2009. In the domestic market it clocked
a growth of 22.4. HMIL's fully integrated state-of-the-art manufacturing plant near
Chennai boasts of the most advanced production, quality and testing capabilities in the
country. In continuation of its commitment to provide the Indian customer with global

technology, HMIL commissioned its second plant in February 2010 which produces an
additional 300,000 units per annum, raising HMIL's total production capacity to 600,000
units per annum.

HMIL has invested to expand capacity in line with its positioning as HMC's global export
hub for compact cars. Apart from the expansion of production capacity, HMIL currently
has 272 strong dealer networks across India, which will be further bolstered in 2010. In
2008, HMIL also successfully completed 10 glorious years of operations in India and to
commemorate its achievements, initiated a unique trans-continental drive from Delhi to
Paris in two of its hugely popular i10 Kappa cars.

The drive created automobile history by completing a distance of 10,000km in just 17

days after which the i10s were showcased at the Paris Motor Show in October. In fact it
was at the Paris Motor Show that HMIL first unveiled the Hyundai i20 and the car
received a phenomenal response from the auto enthusiasts across the world. Hyundai
Motor India also accomplished the landmark of producing the fastest 20th lakh cars in
India in 2008. Like 2009, the year 2010 had also been a significant year for Hyundai
Motor India.
27
It achieved a significant milestone by rolling out the fastest 400,000th export car.
Hyundai exported to over 95 countries globally; even as it plans to continue its thrust in
existing export markets, it is gearing up to step up its foray into new markets. 2007 also
saw the launch of the i10 and yet another path-breaking record in its young journey by
rolling out the fastest 1,500,000th car. Hyundai's new model i10 made a clean sweep of
all the 'Car of the Year 2008' awards from the leading automotive magazines and TV
channels like BS Motoring, CNBC-TV18 Auto Car, NDTV Profit Car & Bike India and
Overdrive magazine. The i10 was also the choice of the discerning automotive media of
the country as they conferred the prestigious 'Indian Car of the Year' (ICOTY) award to
the i10 as well.

The santro and the Accent also received the 'TNS Voice of the Customer - 2008' award
for the Premium Compact Car (Santro) and the Entry Mid size Car (Accent). In March
2008 it achieved yet another milestone by rolling out the fastest 500,000th export car. In
2007, the Hyundai Verna had also bagged some of the most prestigious awards starting
with the Overdrive magazine’s ‘Car of the Year 2007’, the ‘Best Mid-size Car of the
Year’ award from NDTV Profit Car & Bike India, the ‘Best Value for Money Car’ from
CNBC Auto car and 'Performance Car of the Year' from Business Standard Motoring.
Hyundai cars have been a favorite at all awards ceremonies and has won many awards.

The Sonata Embera won the 'Executive Car of The Year 2006' award from Business
Standard Motoring magazine and NDTV Profit Car & Bike India had declared the Tucson
as the 'SUV of The Year 2006'. Not only this, HMIL has also been awarded thebenchmark
ISO 14001 certification for its sustainable environment management practices. Quality.
Brand power. These are the two priorities for Hyundai Motor Company as it prepares for
the future. No longer content to follow and learn,

Hyundai is now seeking to lead the motor industry in shaping the evolution of motor
vehicles. With Hyundai's publicly stated goal of becoming one of the top five carmakers
in the world by 2010, the Hyundai brand will require careful repositioning. Management
realizes that achieving this goal will require strong determination, resolve but, above all,
stronger public confidence in the Hyundai name. It will also carry with it a new set of
responsibilities, such as greater transparency in management and the environmental,
social and economic facets of sustainable development. By publicly announcing a new
global environment management body last year, Hyundai reiterated its commitment to
28
leadership in the social sphere. Hyundai reinforced its place as a top-rated carmaker by
winning the 2003 Global Automotive Shareholder Value Award presented by
PriceWaterhouse Coopers and Automotive News. And for the second consecutive year,
Hyundai captured top honors in the Consumers Satisfaction Survey conducted by J.D.
Power and Associates which also rated the Hyundai Sonata first in its 2002 and 2003
Initial Quality Survey. By active implementation of four management policies in 2004,
Hyundai will accelerate the speed of development.

First, Hyundai will step up global management by establishing local support systems
across the globe to maintain momentum as a growing global player, expand overseas
manufacturing bases and raise R&D capabilities above the industry standard. Secondly,
by repositioning its brand identity to be known as a maker of refined and elegant
automobiles Hyundai will enhance its brand value. And by improving its product
development system Hyundai will maximize the company is value. Thirdly, Hyundai will
maintain its sustainable management capabilities. Hyundai will devote itself to fulfilling
social responsibilities as a global carmaker by development safer and more
environmentally friendly vehicles while respecting fundamental values, striving for

ethical management and expanding contributions to social causes. Lastly, Hyundai will
attach greater importance to human resources. We will expand the recruitment of
engineers and global specialist’s multi-lingual talented individuals who are at home
anywhere in the world. Hyundai Motor will reinforce its position of strength and
confidence by continually improving its management capabilities. And by promoting the
development of national and international co-prosperity, the company will raise its net
value.

PROMOTERS

Monghyuck Chung
Wonkab Kim
Myeongho Ha
Gunbyung Lee

29
VISION, MISSION & QUALITY POLICY
VISION
The Pride of Hyundai Motor is referred to estimated worldwide as Hyundai Motor
organization keeps on creating front line motors that will thump as the core of cutting
edge vehicles, we are certain that we will be the significant player of the Automobile
business later on.

MISSION

A powerful development situated organization through market initiative, greatness in

quality and administration and amplifying trade, guaranteeing appealing comes back to
value holders, remunerating partners as per their capacity and execution.

VALUES

Reliability. We generally endeavour to make the best decision

Servants' Attitude. We just exist to serve our interior and outside clients, so their interests
are consistently at the front line of our business. Accountability

Continuous Improvement
Teamwork.

QUALITY POLICY:

Our guarantee to you as our clients is to:

On appearance, we will take care of you quickly. Listen cautiously to your prerequisites
and concerns and concur on the work that should be done on your vehicle. Completely
clarify all fixes that should be performed and survey all expenses.

PRODUCTS/ SERVICES

30
Hyundai Elite i20

Since its introduction in 2008, the Hyundai i20 has redefined the premium hatchback
segment in India by offering features such as a sunroof that were never heard of in the
segment. This car was the one to start it all and the segment is now full of products such
as the Maruti Suzuki Baleno, Honda Jazz and Volkswagen Polo.

Fast forward to July 2014, which saw the roll out of the second-generation i20, and as per
Autocar Professional’s data analytics, the snazzy hatchback has sold over 800,000 units
in the domestic market in a span of seven years.

The second-generation or the Elite i20 and the latest third-generation model currently on
sale in India have garnered a cumulative 810,893 units in the domestic passenger vehicle
market. While the initial year right after launch (FY2015) was a slow one with total sales
of 77,747 units, the car picked up momentum immediately after.

31
Hyundai Creta

The Hyundai Creta, also known as Hyundai ix25, is a subcompact crossover SUV
produced by the South Korean manufacturer Hyundai since 2014 mainly for
emerging markets, particularly BRICS. It is manufactured by Beijing Hyundai,
Hyundai India, Hyundai Brazil, Hyundai Rus, and also assembled by kits in Algeria. The
first-generation model debuted as a near-production concept car in China inApril 2014.

The vehicle was named after the Crete island in Greece.[ The name is also intended to
suggest connections with "creative". In the Dominican Republic, it was sold as the
Hyundai Cantus.

For developed markets like South Korea, the United States, Canada, Europe and
Australia, the Creta is not offered to make way for the more advanced Kona.

32
 Hyundai Venue
Hyundai Grand i10
Hyundai Verna
Hyundai Aura
Hyundai Santro
Hyundai Xcent
Hyundai Elantra
Hyundai Tucson

AREAS OF OPERATION

Hyundai Company operates worldwide, having its holdings in Australia, Great Britain,
United States, Czech Nation and India.

The Hyundai Company is has its plants and facilities around the world in United
Kingdom, Unites States, Australia, Canada, Russia, Pakistan, Bangladesh and South
Africa.

INFRASTRUCTURE FACILITY

Star Hyundai is a pioneer of artistic infrastructure facilities throughout the country, which
improves the customer's shopping experience and enriches the work experience of clients
and enriches the employee's work experience. Star Hyundai is a multi-storey store that
has a spacious parking lot, Demo lobby, water dispensary, restrooms, etc.

COMPETITORS INFORMATION

1. HONDA

2. Marathi Suzuki

3. Renault

4. Tata Motors

33
Research and development

Hyundai has 6 centres worldwide, located in Korea (three offices), Germany, Japan
and India.

Additionally, there is an American design centre in California that develops designs for
US market. Business In 1998, after a shake-up in the Korean auto industry caused by
overambitious expansion and the Asian financial crisis, Hyundai acquired rival Kia
Motors. In 2000, the company established a strategic alliance with DaimlerChrysler and
severed its partnership with the Hyundai Group. In 2001, the Daimler-Hyundai Truck
Corporation was formed. In 2004, however, DaimlerChrysler divested its interest in the
company by selling its 10.5% stake for $900 million. Hyundai has invested in
manufacturing plants in the North America, India, the Czech Republic,Russia, China and
Turkey has developing centres in North America and the Pacific Rim. In 2004, Hyundai
Motor Company had $57.2 billion in sales in South Korea making it the country's second
largest corporation, or chaebol.
Worldwide sales in 2005 reached 2,533,695 units, an 11 percent increase over the
previous year. In 2011, Hyundai sold 4.05 million cars worldwide and the Hyundai Motor
Group was the world's fourth largest automaker behind GM, Volkswagen and Toyota - a
distinction it earned when it surpassed Ford Auto Group in 2009. Hyundai vehicles are
sold in 193 countries through some 5,000 dealerships. The Hyundai brand power
continues to rise as it was ranked 65th in the 2007 Best Global Brands by Interbrand and
BusinessWeek survey, with brand value estimated at $5.0 billion. Public perception of
the Hyundai brand has been transformed as a result of dramatic improvements in the
quality of Hyundai vehicles. As of 2011, it is the world's fastest growing car brand for
two years running. CHALLENGES Hyundai Motor Group, parent of South Korea’s two
largest carmakers, will bid for a $2.5 billion stake in Hyundai Engineering & Construction
Co., setting up a contest between the nation’s second-richest man and his brother’s
widow. The group, which includes Hyundai Motor Co. and Kia Motors Corp., will submit
a letter of intent today, it said in a regulatory filing in Seoul. A successful bidwould reunite
Hyundai Motor with former affiliate Hyundai Engineering, the nation’s largest builder.
Hyundai Engineering’s creditors, including Korea Exchange Bank, will accept final bids
for their combined 35 percent share in the construction company by Nov. 12, sale
arrangers Bank of America Corp.’s Merrill Lynch & Co., Woori Investment& Securities
Co. and Korea Development Bank said last week. “Buying into Hyundai
34
Engineering is a part of Hyundai Motor’s efforts to develop a new engine of growth,” said Yim
Eun Young, a Seoul-based analyst at Dongbu Securities Co. “It’s not unreasonable for Hyundai
Motor to consider acquiring a stake if the price is reasonable.” Hyundai Engineering’s market
capitalization is about 8.32 trillion won, pricing a 35 percent stake at about
2.91 trillion won ($2.5 billion), based on today’s closing share price. Hyundai Motor
Group will compete with Hyundai Group, which said todayit maysubmit a preliminary
bid for the stake before Oct. 1. Hyundai Group affiliates Hyundai Merchant Marine Co.,
Hyundai Elevator Co. and Hyundai Securities Co. said in August they planned to make
an offer. Hyundai Motor and its affiliates severed ties with the former Hyundai Group in
2000 as part of a plan to split the business into three operations, each of which was to
be managed by one of founder Chung Ju Yung’sthree sons. The carmaker is controlled
by Chung Mong Koo, the son of the founder, while his brother’s widow, Hyun Jeong
Eun, controls the current Hyundai Group.

The old Hyundai Group’s shipbuilding unit, which includes shipyard Hyundai Heavy Industries Co.,
was also spun off. Hyundai Motor is involved in the construction business through its unlisted
Hyundai Amco Co. unit and has no plans to merge it with Hyundai Engineering, it said today.

The group also said it would keep the current workforce at Hyundai Engineering after a
takeover. ‘Future Growth’ “We decided to bid for Hyundai Engineering in order to
strengthen the group’s business portfolio for future growth,” Hyundai Motor Group said
in a regulatory filing today. While a stake in Hyundai Engineering could help protect the
automaker from a sudden slowdown in the car business, it risks losing focus if it expands
into a new industry, said Park Hwa Jin, a Seoul-based analyst at Shinyoung Securities Co.
“It’s too early to judge how Hyundai Engineeringcould contribute to Hyundai Motor
Group while it still has many things to accomplish in the car business, such as adding
environmentally friendly models,” Park said. Hyundai Motor was unchanged at 161,500
won in Seoul trading today, while Hyundai Engineering gained 4.9 percent.

35
Hyundai Merchant Marine, South Korea’s second-largest shipping line, jumped to its highest in
almost three years in Seoul trading. The company rose by the daily limit on speculation a battle
for Hyundai Engineering mayalso lead to a fight for control of the shipping line, said Kang Seong
Jin, an analyst at Tong Yang Securities Inc. Largest Deal Should Hyundai Motor Group acquire
a stake in Hyundai Engineering, the deal may be its largest since 1998 when it acquired shares in
Kia Motor Corp. for 1.2 trillion won in cash and assumed debt of 2.7 trillion won, according
to data compiledby Bloomberg.

The group plans to finance the acquisition internally, it said today. Hyundai Motor and
Kia had combined cash and equivalents of 9.2 trillion won as of the end of June, according
to their financial statements. Hyundai Engineering’s creditors plan to selltheir stake
for as much as 20 percent more than its market value, an official at one ofthe creditors
said earlier this month. He declined to be identified because the information isn’t public.
Hyundai Motor Group hired Goldman Sachs Group Inc. and HMC Investment &
Securities Co. as financial advisers while Kim & Chang was pickedas a legal advisor to
work on the bid, it said today in the filing, confirming previouslocal media reports.

ORGANISATION PERFORMANCE

HMIL gets CSR award from Tamil Nadu Deputy Chief Minister Mr. M. K. Stalin

Hyundai i10 wins 'Small Family Favourite Car Award' by CarWale.com

Hyundai i20 wins the ‘Viewer’s Choice Award’ at the Overdrive CNBC TV 18
Awards 2010

36
 Hyundai Motor India Ltd wins the award for ‘Customer Service’ at the Apollo
Auto India Best Brand Awards 2010

ORGANISATION PRODUCTS

HMIL presently markets over 34 variants of passenger cars across seven models,
santro i10 and Getz in the B segment Accent in the C segment Verna in the D
segment Sonata in the E segment and the Tucson in the SUV segment.

SWOT ANALYSIS
STRENGTH

• Excellence in vehicle wellbeing and configuration demonstrated by numerous honors

• The sixth most elevated car brand notoriety on the planet

• Effective innovative work (R&D) spending bringing about new inventive vehicles

• Low cost to drive and sturdy vehicles

• Strong nearness in China's market

WEAKNESS

• Poor brand portfolio, prompting less deals

• Low nearness in the most grounded U.S. vehicle advertise and no nearness in Japan's
vehicle showcase

• Declining nature of organization's administration

• Product harmed brand notoriety

37
OPPORTUNITIES

• Improving Indian economy

• Timing and recurrence of new model discharges

• Low fuel costs opening new markets for Hyundai

THREATS

• Increased rivalry

• Rising trade rates

• Increasing government guidelines may raise the expenses

FUTURE GROWTH AND PROSPECTS

• Strategic, long haul center around conveying solidness and economic development puts
things in place for the years ahead

• Reshaped plan of action guarantees enhancements in blend and benefit in front of

extreme time of item dispatch

• Hyundai keeps up position in UK's main ten, accomplishing a 3.6% piece of the overall
industry of the new vehicle advertise in 2019 and absolute deals of 83,284.

38
 CHAPTER- 3

RESEARCH METHODOLOGY

39
Concept Identification-

As organizations become increasingly customer focused and driven by demand, the need
to gain customer loyalty and retain their loyalty is critical. Customer satisfaction is the
most effective way to achieve customer loyalty. Customer satisfaction and customer
loyalty share many similar traits. Customer value is the customer’s perception of the ratio
of benefits to what he or she gives to obtain those benefits. The customer Value Triad is
a framework used to understand what it is that customers want.

The framework consists of three parts:

(1) perceived product quality,

(2) value-based pricing, and

(3) perceived service quality.

Customers are satisfied, when value meets or exceeds expectations. If their expectations
of value are not met, there is no chance of satisfying them. Figuring out what the
customers want, however, is a difficult and complex process. To be able to create and
deliver customer value is important to understand its components. On the most basic level,
value from a customer’s perspective is the ratio of benefits to the risks being takenwhile
buying the product.

2.1 LITERATURE SURVEY

The topic of customer satisfaction is one of the massively studied topics by the researchers
and MARKETERS in the past and still being studied. Researchers show different reasons
as to why consumer behaviour has been the topic of many academics and researchers.
One of the common views is that understanding consumer behaviour hasbecome a factor
that has a direct impact on the overall performance of the businesses.

40
 Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer satisfaction . Later, the
possibility was posed of grouping these attributes into dimensions of quality and testing
their reliability and validit.

Ganguly and Roy (2012) studied the factors affecting customer satisfaction in hyundai ;
Questionnaire developed to determine the factors for customer satisfaction was distributed
among the respondents. The dimensions were identified using a exploratory factor analysis.
The paper identifies four generic dimensions in the technology, convenience, and technology
convenience, easiness, reliability.
(Kotler and Keller, 2012)It is worth noting that consumer buying behaviour is studied as
a part of the MARKETING and its main objective it to learn the way how the individuals,
groups or organizations choose, buy use and dispose the goods and the factors such as
their previous experience, taste, price and branding on which the consumers base their
purchasing decisions.
Lee (2005) carried out study to learn the five stages of consumer decision making process
in the example of China. The researcher focuses on the facts that affect the consumer
decision making process on purchasing imported health food products, in particular
demographic effects such as gender, education, income and marital status.
Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capable of being incorporated in the measure of customer satisfaction.
Variawa (2011) analyzed the influence of packaging on consumer decision making
process for fast moving consumer goods. The aim of the research was to analyze the
impact of packaging for decision making process of low income consumers in retail
shopping. A survey method has been used in order to reach the research objectives. In a
survey conducted in star hyper in the town of canterville. 250 respondents participated.
The findings of the research indicate that low income consumer have more preferences
towards premium packaging as this can also be used after the product has been consumed.
Dutta and Basak (2010) suggested that company should improve their recovery
performance, adopt new system of computerized monitoring of loans, implement proper
prudential norms and organize regular workshops to sustain in the competitive banking
environment.

41
 Acebron et al (2010)“The aim of the study was to analyze the impact of previous
experience on buying behavior. In their studies the authors used structural equation model
in order to identify the relationship between the habits and previous experience on the
consumer buying decision. Their findings show that personal habits and previous
experience on the consumer have a direct impact on the consumers purchase decision in

the example of purchasing fresh mussels. They also found that the image of the product
has a crucial impact on the purchasing decision of the consumer.
Blackwell et al (2010)The author further explains this by the fact Chinese tradition of
taking care of young and old family members have long been developed and marriage is
considered to be extremely important in Chinese tradition. This reflects in the findings of
the study that the purchase of imported health food products made by a person for the
people outside the family is declined significantly by both male and female Chinese after
they get married.Five Stages Model of consumer decision making process has also been
studied by a number of other researchers. Although different researchers offer various
tendencies towards the definitions of five stages, all of them have common views as they
describe the stages in similar ways. One of the common models of consumer decision
making process has been offered by According to him, the five stages of consumer
decision making process are followings: problem/need recognition, information search,
evaluation of alternatives, purchase decision made and post-purchase evaluation.
Lancaster et al, (2010).Another view suggests that understanding consumer behaviour has
become crucial especially due to fierce competition in retail industry in the UK and
worldwide This chapter will introduce some other areas of research background of
consumer behaviour addressing the works of researchers and marketers. Moreover,
consumer decision making process, in particular, five stages of consumer decision making
process will be discussed in detail.

42
 UNDERTAKING THE KEY DELIVERABLES

Human interaction

Customer service is a task, other than proactive selling, that involves interactions with
customers in person, by telecommunications, or by mails. It is designed, programmed and
communicated with two goals in mind: operational efficiency and customer satisfaction

A typical categorization of the services based on who performs the action within the
services cape can be

1. Self-service (customer only)- ATM, Movie Theater

2. Interpersonal services-banks, restaurants

3. Remote services (employee only) – telephone mail order desk.

The superiority of the product has to be complemented with a high quality of services,
which gives a competitive edge to the organization. A high standard of service is what
sets apart one organization from another, and ultimately attracts the customer to the
doorsteps.

Services at the showroom fall in the second category where there is a high complexity of
interaction and hence it becomes necessary for the personnel to be adept in responding to
the customer cognitively, emotionally and psychologically.

The various aspects and characteristics of service provision, which have been taken into
consideration of a customer care team/ sales consultant are

43
 1. Politeness

2. Courteousness

3. Product knowledge

4. Process knowledge

5. Communication skills

6. Responsiveness and supportiveness.

Product information

Consumers obtain information about products and services from personal sources
( friends and experts) and from the non-personal sources (mass and selective media).

When purchasing goods, consumers employ both personal and non-personal sources
since both effectively convey information about search qualities.

This is especially true for high involvement products such as cars, two-wheelers, durables
etc.

Mass media can convey information about search qualities but can convey a little about
experience qualities. Also, mass media cannot elaborate on the finer aspects and hence it
becomes imperative for a showroom to provide the complete information about the
product, pricing and the offers.

The showroom can provide information by adopting the below mentioned list

1. Broachers, leaflets and pricelists – easy reference and handy.

2. Sales consultant

3. Test drive – hands-on experience.

44
 Broachers, leaflets and pricelist are the basic sales tools, which elaborately give the
product specifications, promotional offers and schemes at hand and the pricing of various
models at display.

Sales consultant has to be knowledgeable to understand the nuances of the specification

and should be able to convey the same to the prospective customers. The sales consultants
handle the various queries (technical and commercial) and clears the impending doubts
of the inquisitive customer.

Test drive – the last part in providing information to the customer and gives the customer
a hands – on experience of the product performance

Time and Promptness.

One of the factors, which has to match the eagerness and the enthusiasm of the customer
is quick and prompt delivery of the service.
After the customer has made a decision to go ahead with the purchase the next logical
sequence of steps would be a process the required documents, book the order, confirm
the order, inform the customer about the date of delivery and prepare the required
documents for the delivery of the vehicle.

Order booking-This is the process where the onus lies completely on the personnel
dealing with the customer. The customer has to be given the right information regarding
the documents, time taken to process the documents and close the deal.

It is also the responsibility of the various departments involved to provide a quick service
to ensure that the customer has a good and satisfying experience.

Delivery on date and time- once the product is delivered it can be assumed that a sale hasbeen
done. The paper work to be carried out has to be done at a quick pace. This can be observed
in the responses of those 25% of customers who reported a slack in the delivery process.

45
Deviation from promised date and time can lead to a lot of inconvenience to thecustomers,
thereby leading to a bad experience.

Consistency

“Nothing is consistent by change.”

Consistency is a matter of experience. The expectation of service grows from every

experience the customer has during the sales process. For eg., the customer would expect
the same responsiveness from the sales person during the order processing as it was during
the pre-sales, any aberration would create a sense of insecurity and would therebybreach
the bond of trust established between them.

Inconsistency in service is caused by ever changing expectations of the customer. This

poses a challenge of maintaining the quality of service in every “encounter”. The
expectations are not just related to the profile of the customer but also to the occasion and
moods, service firms find it difficult to meet the expectations of the customers all the time
without affecting the quality of service.

Furthermore, the characteristic of perish ability makes the service non-storable. They
exist while they are being delivered / consumed. This poses the management, problem of
managing the match and capacity planning

In the analysis we have chosen to analyze the consistency maintained in offering services
relating to the human interaction as well as the processing of the documents. This
becomes important in the light of these services being offered in pre-sales and post sales
scenario, and gauging the consistency levels at these two stages gives a fair idea of the
consistency maintained in the services offered.

Consistency in human interaction is observed in the pre-sales, order processing and post-
sale stages.

46
 Convenience

The objective of the customer care personnel is to provide convenient and comfortable
service and not to push the customer to make the purchase. While basic facilities are made
available, the customer care personnel have to make sure that customer doesn’t feelany
inconvenience while the sales process is on.

Convenience does not only refer to the physical comforts such as seating, availability of
rest rooms etc. but also to mental convenience a in helping out the customer to reach a
decision, providing relevant information to the customer for evaluating the various
options, making sure that it is one-stop shop (additional accessories being made available
like stereo systems, reverse gear buzzers etc.) explain the basic functionally of the product
etc.

It is helpful to offer customers information in printed form; good signing is veryimportant

at service delivery points and on self-service equipment. The customer care personnel
have to make the first move and approach the visitors instead of making the visitors ask
for some guidance. The visitors have to be communicated how to use and how not to use
the facilities at offer.

The concentration has been focused on checking the convenience of the customers on
aspects such as

1. Timings

2. Test drive

3. Availability of accessories

4. Sufficient fuel to reach the nearest petrol station

5. Wide range of finance options made available at the showroom

6. Imparting the basic mechanical functionalities of the car.

47
 2.1 STATEMENT OF THE PROBLEM

A Study on “CUSTOMER SATISFACTION WITH SPECIAL REFERNCE TO

Hyundai motors”

The topic is designed to improve customer satisfaction towards product and services at
Hyundai. The research is also directed towards finding various factors causing
satisfaction and dissatisfaction towards the various services. How can company could
improve its marketing strategies to improve the customer satisfaction level. Consumer
behavior assumes an essential part in empowering an association to change and create
connect with consumers. Hardly few investigation made on two wheelers, this study is to
find consumer buying behaviour of four wheeler and factors influencing on consumer.

2.2 SCOPE OF THE STUDY

The research will bring light the perception of customers regarding the awareness and
demand of various services presently offered by HYUNDAI motors. This study will help
us to understand customers, preference and their needs, and it will help to improve the
standard of service. It also helps to know whether the existing products or services which
they are offering are really satisfying the customer needs.

2.3 SAMPLING

1. SAMPLING

2. Sample size-60 respondents

3. Sample unit-customers of HYUNDAI

48
 2.4 TOOLS FOR DATA COLLECTION

Both the Primary and Secondary data collection method were used in the project.

▪ PRIMARY DATA

First time collected data are referred to as primary data. In this research the primary data
was collected. The questionnaire consisted of a number of questions in google form. It
had both open-end closed end questions in it.

SECONDARY DATA

Data which has already gone through the process of analysis or were used by someone
else earlier is referred to secondary data. This type of data was collected from the books,
journals, company records etc.

2.5 Objectives of the study

1. To evaluate post service satisfaction of Customers.

2. To developing suggestion docket.

3. To increase the customer satisfaction of the Hyundai by providing better services &
reduce service time.
4. To study about the problem in the servicing in order to the satisfaction level of the
customers.
5. To study service level of the Hyundai provided to their customers.

2.6 Limitations of the study

o Due to the lack of time only 60 sample size distributed.

o The data obtained in some cases may be biased.
49
o Difficulty in communication within the city while conducting the survey.
o Time was the major constraint for the project.
o The individual perspective appears to be different.
o Questionnaire is the major limitation for the project

50
 CHAPTER- 4

DATA ANALYSIS AND

INTERPRETATION

51
Table no. 4.1 Gender group of the respondents.

Gender No. of Respondents % of respondents

Male 56 93.3
Female 4 6.7
Total 60 100
Source: Primary data
Analysis

The above table shows that 93.3% of the respondents were found to be males, with the
females constituting 6.7% various areas or places.

Graph no. 4.1 Gender group of the respondents.

Gender of Respondents

6.7

Interpretation:

From the above graph it can be interpreted that the majority of the respondents were male
constituting followed by female respondents who constituted very less difference
compared to mal

52
Table 4.2- Table showing age group (in years) of respondents.

Age group No. of % of respondents

in Years Respondents
Below 30 11 18.3

years
Between 31- 46 76.7

40 years
Above 41 3 5

years
Total 60 100
Source: Primary data
Analysis:

The above table shows that 18.3 % of total respondents are between the age group of
below 30 years, majority 76.7% of total respondents are between the age group of
between 31-40 years, 5% of total respondents are between the age group of above 41
years.

53
Graph 4.2- Table showing age group (in years) of respondents.

Age Group of respondents

5 18.3

76.7

Below 30 years Between 31-40 Above 41 years

Interpretation:

From the above graph it can be interpreted that the majority of the respondents were
falling under the category of 30 years of age group followed by between 31-40 years of
age group.

54
Table no. 4.3 Marital status of the respondents.

Gender No. of Respondents % of respondents

Married 49 83.6
Unmarried 11 16.4
Total 60 100
Source: Primary data
Analysis

The above table shows that 83.6% of the respondents were found to be married, with the
Unmarried constituting 16.4 % various areas or places.

Maritial status of Respondents

16.4

Table no. 4.3 Marital status of the respondents.

Interpretation:
55
From the above graph it can be interpreted that the majority of the respondents were
married constituting followed by unmarried respondents who constituted very less
difference compared to married.

Table 4.4 shows on the basis of Respondent’s Educational Qualification

Educational No of Respondents %of

Qualification respondents
s
S.S.L.C 5 8.4
PUC 10 16.6
Graduate 25 41.6
Post Graduate 20 33.4
Total 60 100
Source: Primary data

Analysis

The above table shows that 41.6% of the respondents were found to educational
qualification is Graduates, 33.4 % of respondents are completed education in Post-
graduation, 16.6% of respondents are completed PUC.

56
Graph no 4.4 shows on the basis of Respondent’s Educational Qualification

Educational Qualification of respondents

8.4
33.4 16.6

41.6

SSLC PUC Gradutes Post-Gradutes

Interpretation

From the above graph observation, it is clearly observed that most the respondent’s
education qualification is graduates, some the respondent’s education qualification
is Post-graduates, very less number of respondents are completed SSLC.

57
Table no 4.5 shows on the basis of Respondent’s Occupation

Occupation No of Respondents % of respondents

Professional 15 25
Business 29 48.4
Government 10 16.6
employee

Other 6 10
Total 60 100%
Source: Primary Data

Analysis

The above table shows that 48.4% of the respondents were found to business and 10%
very less number of respondents are others, 25% of respondents are professionals in
the occupation and 16.6% of occupation is Government employees.

58
 Graph no 4.5 shows on the basis of Respondent’s Occupation

Occuption of respondents

10 25
16.6

48.4

Professional Busniess Government employee Others

Interpretation:

From the above graph observation, it is clearly observed that most the respondentsare
occupation is business and some number of respondents are doing professionals
and very few number of respondents are doing others in occupation

59
Table no 4.6 shows on the basis of Respondent’s Monthly income

Monthl No of % of
y Responden respondents
Income ts
Less than 10 6.6
100000
100000 to 43 83.6
150000
150000 to 5 8
200000
Above 200000 2 1.2
Total 60 100%
Source: Primary Data

Analysis

The above table shows that 6.6% of the respondents were found their monthly income
Is less than 100000, and some of them 83.6% of respondents are monthly income is
100000 to 150000, Only 1.2% of respondents are having monthly income is above
200000.

60
Graph no 4.6 shows on the basis of Respondent’s Monthly income

Monthly Income of respondents

1.2

83.6

Less than 100000 100000 to 150000 150000 to 200000 Above 200000

Interpretation

From the above graph observation, it is clearly observed that less of the
respondents are having monthly income is less than 100000 and some of them
having income is 100000 to 150000 and very less number of respondent’s income
is above 200000.

61
4.7Do company have knowledgeable sales person

Particulars No of respondents
Percentage
Strongly 36 60
agree

11 18.4
agree
3 5
Neutral
6 10
Disagree
Strongly 4 6.6
disagree

60
Total
100
Source: Primary Data

Analysis

From the above table 60% of respondents are strongly agree with company have
knowledgeable sales person, 18.4% of respondents are agree with company have
knowledgeable sales person,
10% of respondents are disagree with company have knowledgeable sales person.

62
4.7 Do company have knowledgeable sales person

Do company have knowledgeable sales

person

6.6
5 10

18.4 60

Strongly agree agree neutral disagree Strongy disagree

Interpretation

From the above graph observation we concluded that the most of respondents are
strongly agree with the company have knowledgeable sales person, very few of
respondents are given strongly disagree with the company have knowledgeable sales
person.

63
4.8 Car using currently in Hyundai

Particulars No of respondents Percentage

9 15
santro
41 68.3
I-20
3 5
Getz
6 10
verna
1 1.7
Sonota
60
Total
100

Source: Primary Data

Analysis

From the above table we have concluded that most of 68.3% of respondents are
using the I-20 car and some of respondents are using santro of 15% of
respondents,10% of respondents are using verna car and very less number of
respondents are using only sonata car.

64
4.8 Car using currently in Hyundai

Car using currently in Hyundai

1.7
15
5

68.3

santro I-20 getz verna Sonota

Interpretation

From the above graph we conclude that most of Hyundai car respondents are using
I-20 car in marketplace and very few of respondents are using only sonota car in
the marketplace.

65
4.9 Do feel of experience of show room

Particulars No. of Respondents % of respondents

satisfied 49 81.6
Not satisfied 11 18.4
Total 60 100
Source: Primary data
Analysis

The above table shows that 81.6% of the respondents were found to satisfied, with
constituting 18.4 % various are not satisfied.

4.9 Do feel of experience of show room

66
 Do feel of experience of show room

18.4

Interpretation:

From the above graph it can be interpreted that the majority of the respondents were
constituting followed by satisfied with the do feel experience of show room, not
satisfied with the do feel experience of show room.

67
4.10how often do you service your car

Particulars No of Respondents %of

respondents
Less than 2 months 5 8.3
2-4 months 23 38.3
4-6 months 31 51.7
More than 6 1 1.7
months
Total 60 100%
Source: Primary Data

Analysis

The above table shows that 51.7% of respondents are given car service is 4-6 months
and 38.3% of respondents are given car service as 2-4 months, 8.3% of respondents are
given car service less than 2 months

68
4.10 Car using currently in Hyundai

Car using currently in Hyundai

1.7
8.3

51.7 38.3

Less tha 2 months 2-4 months 4-6 months More than 6 months

Interpretation

From the above graph observation, it is clearly observed that most of the
respondents are given car service 2-4 months in a year and some of respondents
are given service of car more than 6 months in year.

69
4.11 received product on delivery time

Particulars No.of Respondents % of respondents

yes 36 60
No 24 40
Total 60 100

Source: Primary data

Analysis

The above table shows that 60% of the respondents were found to yes received product
on delivery time and 40% of respondents are given no received product on delivery
time.

70
 4.11 Received product on devilry time

received product on delivery time

40

60

Interpretation:

From the above graph it can be interpreted that the majority of the respondents were
constituting followed by received product on delivery time yes and very few
respondents are given no we are not received on delivery time.

71
4.12 About the quality of Hyundai in market respondents

Particulars No of respondents Percentage

Good 38 63
Better 12 20
Average 8 14
Not good 2 3
Total 100 100
Source: Primary data
Analysis

From the above table showing that 63% of the respondents given response of Good
quality, 20% of the respondents given Better quality, and 14% of the respondents are
given average quality, 3% of the respondents are given not good quality.

72
4.12 quality of Hyundai in market respondents

quality of Hyundai in market respondents

70
63
60

50

40
23
20
14
10
3
0
Good Better Average Not good

Interpretation

From the above graph we are concluded that the most of respondents are given good
quality of service providing by Hyundai Company.

4.13 feature of respondents are like Hyundai car

Particulars No of Respondents % of respondents

Brand 15 25
Style 11 18.4
Price 12 20

73
 Mileage 22 36.6
Total 60 100%

Source: Primary Data

Analysis

The above table shows that 36.6% of respondents are given response as likes Hyundai
car mileage and 25% of respondents are like Hyundai car brand,20% of respondents
are likes Hyundai car price is best in market.

74
4.13 Features of respondents are like Hyundai car

feature of respondents are like Hyundai car

25
36.6

18.4

20

Interpretation

From the above graph we came to know that most of the respondents are like
Hyundai car mileage and some of respondents are likes price in the market.

4.14 MODE OF PAYMENT OF CAR purchase

Particulars No.of Respondents % of respondents

Full 20 33.3

payment
 EMI 40 66.7
Total 60 100

Source: Primary data

Analysis

The above table shows that 66.7% of respondents are taken Hyundai car in purchase
In EMI option,

33.3% of respondents are given purchase car in full mode of payment.

4.14 MODE OF PAYMENT OF CAR purchase

 MODE OF PAYMENT OF CAR purchase

33.3

66.7

Interpretation:

From the above graph it can be interpreted that the majority of the respondents were
constituting followed they taken car in EMI option and very few respondents are only
taken Full payment.
4.15 Promotional scheme will attract you to purchase Hyundaimotors

Particulars No of Respondents % of respondents

Cash Discount 16 26.6

Exchange 23 38.4
Bonus
Festival offer 15 25
Other Offer 6 10
Total 60 100%
Source: Primary Data
Analysis

The above table states that, 26.6 % of the respondents are attracted by cash discount
promotional scheme, 38.4 % of the respondents are attracted by exchangebonus
promotional scheme and 25% of the respondents are attracted by festival offer
promotional scheme
4.16 Satisfied with the technology of Hyundai motors

Satisfied with the technology of hyundai

motors

8.4

91.6

Interpretation

From the above graph observation most of respondents are given yes satisfied with
the Hyundai motors car technology they used.

71
4.17 driving comfort after test ride of Hyundai motors

Particulars No of Respondents % of respondents

Excellent 38 63.3
Good 15 25
average 2 3.4
Poor 5 8.3
Total 60 100%

Source: Primary Data

Analysis

The above table states that 63.3% of respondents are given driving of Hyundai
motors is comfort after test drive is excellent, 25% of respondents are given driving
of Hyundai motors is comfort after test drive is good, 3.4% of respondents are
given driving of Hyundai motors is comfort after test drive is average

72
4.17 Respondents of Hyundai motors marketing strategy

Particulars No of Respondents % of respondents

Social Media 40 66.6

YouTube 7 11.6
Television 9 15
News paper 4 6.8
Total 60 100%

Source: Primary Data

Analysis

From the above table 66.6% of respondents are given Hyundai motors highly using to
Social media platform to market service about the products, 11.6% of respondents are
given Hyundai motors highly using to YouTube platform to market service about the
products, 15%% of respondents are given Hyundai motors highly using to Television
platform to market service about the products.

73
 4.18 Respondents of Hyundai motors marketing strategy

Hyundai motors marketing startegy

6.8
15

11.6

66.6

Interpretation

From the above graph respondents are given Hyundai motors highly using to Social
media platform to market service about the products, some respondents are given
Hyundai motors highly using to YouTube platform to market service about the
products, very few respondents are given Hyundai motors highly using to Television
platform to market service about the products.

74
4.19 Respondents of Hyundai motors using experience

Particulars No of % of respondents
Respondents
One year 12 20
Two years 10 16.6
Three years 29 48.4
More than 3 9 15
years
Total 60 100%

Source: Primary Data

Analysis

From the above table 48.4% of respondents are given Hyundai motors using experience
is three years,20% of respondents are given Hyundai motors using experience is one
year,16.6% of respondents are given Hyundai motors using experience is two years.

75
4.19 Respondents of Hyundai motors using experience

Respondents of Hyundai motors using experience

15 20

16.6

48.4

One year Two years Three years More than 3 years

Interpretation

From the above graph respondents are given Hyundai motors highly using three years
of experience and some respondents are having only having two years of experience.

76
4.20 are you like Hyundai cars customer satisfaction system

Particulars No. of Respondents % of respondents

Yes 55 91.6
No 5 8.4
Total 60 100
Source: Primary data
Analysis

The above table shows that 91.6% of the like Hyundai cars customer satisfaction
system,

8.4% of respondents like Hyundai cars customer satisfaction system.

77
4.20 are you like Hyundai cars customer satisfaction system

are you like Hyundai cars customer satisfaction

system

8.4

Interpretation:

From the above graph it can be interpreted most of the respondents were found yes of
the like Hyundai cars customer satisfaction system, only some of respondents like
Hyundai cars customer satisfaction system.

78
CHAPTER -5
FINDINGS, SUGGESTIONS AND
CONCLUSION

79
5.1 Findings

• Majority of the Respondents are Male

• Majority of the respondents are married.

• 41.6% of the respondents were found to educational qualification is Graduates, 33.4 %

of respondents are completed education in Post- graduation.

• Most 48.4% of the respondents were found to business and 10% very less number of
respondents are others.

• 83.6% of respondents are monthly income is 100000 to 150000

• 60% of respondents are strongly agree with company have knowledgeable sales person

• most of 68.3% of respondents are using the I-20 car and some of respondents are
using santro

• 81.6% of the respondents were found to satisfied

• 51.7% of respondents are given car service is 4-6 months and 38.3% of respondents
are given car service as 2-4 months

• 60% of the respondents were found to yes received product on delivery time and 40%
of respondents are given no received product on delivery time

• 63% of the respondents given response of Good quality, 20% of the respondents given
Better quality36.6% of respondents are given response as likes Hyundai car mileage
and 25% of respondents are like Hyundai car brand,20% of respondents are likes
Hyundai car price is best in market.

• 66.7% of respondents are taken Hyundai car in purchase In EMI option,

80
 5.2 Suggestions

• After sales service plays a very important role in building up the reputation of an
Automobile company. So this is the area in which the company should mainly focus.

• I hereby suggest some measures as a feed back from some of the respondents:

• Respondents felt that the service provided by HYUNDAI is way better than that of the
other dealers.

• Hence more company operated workshops are needed to be opened across the country.
It is felt that the other service centres lack genuineness.

• Customers preferred to come to this workshop from outstations rather than showing it
to the local service or mechanics in the city.

• Several customers had to come to the workshop with repeated problems. This needs to
be minimized.

• One of the major areas of concern of the respondents was regarding the booking time.
They felt that the booking time is too long.

• Automobile industry today being one of the most competitive industry, it is only after
sales service which could make a company a market leader.

81
conclusion

As it is newly opened organization hence as every other organization it is also facing some
management problems. Majority of the customers expressed that the dealer was much helpful in their
purchase decision and was offering good suggestions for proper maintenance. Management is trying
to overcome all these problems and achieving systematic workings here. In course of development of
this project through questionnaire a survey was done regarding the customer perception about
different cars. It provides a mean to the users to know many things about cars. Thisproject has given
an idea of handling real situations.

82
 REFERENCES

• Estiri, Hosseini, Yazdani, and Nejad (2013) performed a review of the set of attributes
capableof being incorporated in the measure of customer perception.
• Ganguly and Roy (2012) studied the factors affecting customer satisfaction in ford motors.
Ganguly.S,&Roy,S.K. (2011).
• Generic technology-based service quality dimensions in automobile impact on customer
perception and loyalty. International journal ofautomobile marketing, 292(2),168.
• Variawa (2010) analyzed the influence of packaging on consumer decision making
processforfast moving consumer goods. John, Joby (2007).
• Fundamentals of Customer-Focused Management: Competing Through Service. Westport,
Kucukosmanoglu, Ahmet Nuri; Sensoy Ertan (2010).
• "Customer Satisfaction: A Central Phenomenon in Marketing.

• Kothari C.R. Research Methodology Methods & Techniques, Revised Second EDITION
(Newage international publishers), 2013.
• Kotler Philip, Keller Lane Kvin “Marketing Management”.12thEdition Pearson Education

• Rastogi&Pandey“ Manpower Planning” ,Educational publishers 1684, Naisarak ,delhi.

• Das Subhasish “Customer Relationship Management” Edition (2007)

• Peelen Ed “Customer Relationship Management”, Publication Pearson Education. (2010)

o Prof. Anil Mehta “Human Resource Development ‘’, Publishing R.B.D Publishing
House(2014-2015)

83
 Questionnaire

I am Thanikonda harish student of NEW HORIZON COLLEGE OF ENGINEERING

affiliatedtoVisvesvaraya Technological University conducting a project on “A study on
customer satisfaction with special reference to HYUNDAI MOTORS” as the part of
curriculum. The information provided will be kept confidential and used for academic
purpose only.

Name:

1. Gender:

a. Male

b. Female

2. Age group

a. Below 30 years

b. Between 31-40 years

c. Above 41 years

3. Marital status

a. Married

b. Unmarried

4. Educational qualification

a. SSLC
b. PUC

c. Graduate

d. Post-graduate

5. Occupation

a. Professional

b. Business

c. Government employee

d. Other

6. Monthly Income

e. Less
than 100000
b. 100000
to 150000
c. 150000 to 200000

d. Above 200000

6. Do company have knowledgeable sales person

a. Strongly agree

b. Agree

c. Neutral

d. Disagree
e. Strongly disagree

7. Car using currently in Hyundai

a. Santro

b. I-20

c. Verna

d. Getz

e. Sonota

8. Do feel of experience of show room

a. Satisfied

b. Not satisfied

9. how often do you service your car?

a. Less than 2 months

b. 2-4 months

c. 4-6 months

d. More than 6 months

10. Are you received product on delivery time

a. Yes

b. No

11. About the quality of Hyundai in market

respondentsGood
a. Better

b. Average

c. Not good
12. Which one is best feature of respondents are like Hyundai car?

a. Brand

b. Price

c. Style

d. Mileage

13. MODE OF PAYMENT OF CAR purchase

a. Full payment

b. Emi

14. What are Promotional scheme will attract you to purchase Hyundai motors

a. Cash discount

b. Exchange bonus

c. Festival offer

d. Others

15. Satisfied with the technology of Hyundai motors

a. Yes

b. No
16. what are driving comfort after test ride of Hyundai motors?

a. Excellent

b. Good

c. Average

d. Poor

17. Respondents of Hyundai motors marketing strategy

a. Social Media

b. YouTube

c. Television

d. News paper