A STUDY ON

CUSTOMER PREFERENCE TOWARDS SMALL

CARS IN HYUNDAI

Submitted in partial fulfillment for the award

of the degree of INTEGRATED MBA

Submitted by
SASANKA DATTA NIMMAGADDA
(HT NO: 227819683030)

Under the supervision of

JAYA RAMA RAO
(ASSISTANT PROFESSOR)

VISHWA VISHWANI SCHOOL OF BUSINESS

(Affiliated to Osmania University)
Thumkunta (Vill), Hakimpet, Telangana-500078
2019-2022
 DECLARATION

Mr. N. Sasanka Datta here by declare that the project work title
“CUSTOMER PREFERENCE TOWARDS SMALL CARS IN
HYUNDAI" in Hyderabad in the year 2022 is based on original work done
by me under the guidance and supervision JAYA RAMA RAO (Assistant
Professor) Vishwa Vishwani School of Business, to be submitted to the
department of I-MBA Hyderabad in partial fulfillment of requirements for
the award of the degree of the Bachelors of Business Management course
from Osmania University Hyderabad.

Date:

Signature of the Student

SASANKA DATTA NIMMAGADDA
(HT NO- 227819683030)
 ABSTRACT
In recent years, with the appearance of social media, traditional print and broadcast media as
main promotional tools have faced major challenges, as many newspapers and television
channels have suffered audience reduction. Overwhelmingly, the majority of marketers, both
business and political, have started to use some form of social media for promotional
purposes. The overall purpose of this research is to characterize the similarities and
differences of the use of social media as promotional tool by political parties and companies.
This research is exploratory in nature and the data collected is qualitative. In order to conduct
this research, we have interviewed two political parties and two companies. Taking into
account the new communication paradigm from Man gold and Faulds as a base, we asked
questions about how they use each element of the promotional mix in social media. The
findings showed that the use of social media for promotional purposes was rather similar
between the companies and political parties. Analyzed data showed that political parties, in
their social media activities, were focused on public relations and personal selling in a form
of online interactions with voters, while the companies only focused on public relations. This
research demonstrates that both political parties and companies still have not fully integrated
social media for promotional purposes and that they still rely on traditional media for
promotion.

Measure the impact of marketing activities on decisions to visit the platform and on decisions
to create and buy content. The model explains individual-level choices as a function of
consumer characteristics and marketing activities, allowing for interdependence of decisions
within and across users. Our results compare four types of marketing activities: price
promotions, firm online activities, content creator referrals, and public relations efforts. We
show that price promotions have strong effects on purchases, while content creator referrals
and public relations have significant effects on all user decisions.

An interesting feature of the data is that the price distribution in the absence of promotional
activities first order stochastically dominates that under display or feature advertising. The
theoretical model we introduce can yield an equilibrium that is consistent with the above
observations
 CONTENTS
INDEX
S.No CHAPTER Page No
1 CHAPTER - I INTRODUCTION 01
1.1 INTRODUCTION
1.2 NEED OF THE STUDY
1.3 SCOPE OF THE STUDY
1.4 OBJECTIVES OF THE STUDY
1.5 RESEARCH METHODOLOGY
1.6 LIMITATIONS OF THE STUDY
2 CHAPTER - II REVIEW OF LITERATURE 09
2.1 REVIEW OF LITERATURE
3 CHAPTER - III COMPANY PROFILE 17
INDUSTRY PROFILE
3.1
COMPANY PROFILE
3.2
4 CHAPTER - IV DATA ANALYSIS AND 29
INTERPRETATION
4.1 DATA ANALYSIS &INTERPRATATION
5 CHAPTER - V FINDINGS, SUGGESTIONS, AND 53
CONCLUSION
5.1 FINDINGS
5.2 SUGGESTIONS
5.3 CONCLUSION
BIBLIOGRAPHY 57
ANNEXURE 58
 LIST OF TABLES
Table Particulars Page No.
No

4.1 Age group of the respondence. 30

4.2 Occupation of the respondence. 31

4.3 The respondents is wanting a small car or not. 32

4.4 Type of vehicle that the respondent is wanting. 33

4.5 Sources of information. 34

4.6 Satisfaction with Hyundai cars 35

4.7 Who prompted you to buy the car? 36

4.8 Attributes while purchasing a car. 37

4.9 Effect of price on purchase decision. 38

4.10 Effect of fuel efficiency on purchase decision. 39

4.11 Effect of resale value on purchase decision. 40

4.12 Effect of maintenance cost on purchase decision. 41

4.13 Effect of performance on purchase decision. 42

4.14 Effect of finance scheme on purchase decision. 43

4.15 Ranking of cars after considering all attributes. 44

A PERFORMANCE 45

B PRICE 46
C PICK UP 47

D MILEAGE 48

E RELIABILITY 49

F FEATURES 50

G BRAND IMAGE 51

H RESPONDENTS 52
 LIST OF FIGURES
Table Particulars Page No.
No

4.1(a) Age group of the respondence. 30

4.2(a) Occupation of the respondence. 31

4.3(a) The respondents is wanting a small car or not. 32

4.4(a) Type of vehicle that the respondent is wanting. 33

4.5(a) Sources of information. 34

4.6(a) Satisfaction with Hyundai cars 35

4.7(a) Who prompted you to buy the car? 36

4.8(a) Attributes while purchasing a car. 37

4.9(a) Effect of price on purchase decision. 38

4.10(a) Effect of fuel efficiency on purchase decision. 39

4.11(a) Effect of resale value on purchase decision. 40

4.12(a) Effect of maintenance cost on purchase decision. 41

4.13(a) Effect of performance on purchase decision. 42

4.14(a) Effect of finance scheme on purchase decision. 43

4.15(a) Ranking of cars after considering all attributes. 44

A PERFORMANCE 45

B PRICE 46

C PICK UP 47
D MILEAGE 48

E RELIABILITY 49

F FEATURES 50

G BRAND IMAGE 51

H RESPONDENTS 52
 CHAPTER-I

INTRODUCTION
 INTRODUCTION
1.1 INTRODUCTION

Definition:

Consumer behavior refers to the mental and emotional process and the observable behavior
of consumers during searching, purchasing and post consumption of a product or service.

Consumer behavior involves study of how people buy, what they buy, when they buy and
why they buy. It blends the elements from psychology, sociology, sociopsychology,
anthropology and economics. It also tries to assess the influence on the consumer from
groups such as family, friends, reference groups and society in general.

Buyer behavior has two aspects: the final purchase activity visible to any observer and the
detailed or short decision process that may involve the interplay of a number of complex
variables not visible to anyone.

What influences consumers to purchase products or services? The consumer buying process
is a complex matter as many internal and external factors have an impact on the buying
decisions of the consumer.

When purchasing a product there several processes, which consumers go through. These
will be discussed below.

Purchase decision
Through the evaluation process discussed above consumers will reach their final purchase
decision and they reach the final process of going through the purchase action e.g. The
process of going to the shop to buy the product, which for some consumers can be as just as
rewarding as actually purchasing the product. Purchase of the product can either be through
the store, the web, or over the phone.

Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is post purchase
behavior and research shows that it is a common trait amongst purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase, it
is therefore just as important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a strong and

2
reputable organization. This limits post purchase behavior. i.e. You feel reassured that you
own the latest advertised product.

Factors influencing the behavior of buyers

Consumer behavior is affected by many uncontrollable factors. Just think, what influences
you before you buy a product or service? Your friends, your upbringing, your culture, the
media, a role model or influences from certain groups?

Culture is one factor that influences behavior. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who may
teach them what is wrong or right. They learn about their religion and culture, which helps
them develop these opinions, attitudes and beliefs (AIO) . These factors will influence their
purchase behavior however other factors like groups of friends, or people they look up to
may influence their choices of purchasing a particular product or service. Reference groups
are particular groups of people some people may look up towards to that have an impact on
consumer behavior. So they can be simply a band like the Spice Girls or your immediate
family members. Opinion leaders are those people that you look up to because your respect
their views and judgments and these views may influence consumer decisions. So it maybe
a friend who works with the IT trade who may influence your decision on what computer to
buy. The economical environment also has an impact on consumer behavior; do consumers
have a secure job and a regular income to spend on goods? Marketing and advertising
obviously influence consumers in trying to evoke them to purchase a particular product or
service.

Peoples social status will also impact their behavior. What is their role within society? Are
they Actors? Doctors? Office worker? and mothers and fathers also? Clearly being parents
affects your buying habits depending on the age of the children, the type of job may mean
you need to purchase formal clothes, the income which is earned has an impact. The life
Performance of someone who earns £250000 would clearly be different from someone who
earns £25000. Also characters have an influence on buying decision. Whether the person is
extrovert (out going and spends on entertainment) or introvert (keeps to themselves and
purchases via online or mail order) again has an impact on the types of purchases made.

3
Maslow’s Hierarchy of Needs
Abraham Maslow hierarchy of needs theory sets out to explain what motivated individuals
in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals
aim to meet basic psychological needs of hunger and thirst. When this has been met they
then move up to the next stage of the hierarchy, safety needs, where the priority lay with job
security and the knowing that an income will be available to them regularly. Social needs
come in the next level of the hierarchy, the need to belong or be loved is a natural human
desire and people do strive for this belonging. Esteem need is the need for status and
recognition within society, status sometimes drives people, the need to have a good job title
and be recognized or the need to wear branded clothes as a symbol of status. But how does
this concept help an organization trying to market a product or service? Well as we have
established earlier within this website, marketing is about meeting needs and providing
benefits, Maslow’s concept suggests that needs change as we go along our path of striving
for self-actualization. Supermarket firms develop value brands to meet the psychological
needs of hunger and thirst. Harrods develops products and services for those who want have
met their esteem needs. So Maslow’s concept is useful for marketers as it can help them
understand and develop consumer needs and wants.

1.2 NEED FOR THE STUDY:

Customers consider various factors for purchasing of small cars in HYUNDAI
MOTORS. The factors they consider are based on certain demographic variables such as
income, age, occupation etc. It also depends on attributes and life Performance of the
customer buying behavior becomes essential to get a competitive edge.

1.3 SCOPE OF THE STUDY:

• The scope is very limited because attitude of the people change according to the
time.
• The study is restricted to both Hyderabad and Ranga Reddy Dist and that to among
100 respondents.
• The study is conducted for 45 days.

4
1.4 OBJECTIVES OF THE STUDY:
Main objective: The main objective of the study is to study the buying motives of
the customers regarding purchasing small cars in HYUNDAI Motors.

1. To study the factors affecting buying behavior of customers of small cars at Hyndai
Motors, Hyderabad
2. To find reasons for purchasing small cars in HYUNDAI Motors.
3. To know the customer service satisfaction from the respondents.

1.5 RESEARCH METHODOLOGY:

SOURCES OF DATA:
PRIMARRY METHOD:
Primary data are those, which are collected fresh and for the first time and this
happen to be original in character. In this study primary data was collected by interview
schedule method.

SECONDARY METHOD:
Secondary data are those, which are collected from existing data. Secondary data for
this study include appropriate material from newspaper, Magazines, Broachers, Company
Reports, Standard Text Books, and information from Internet has also been acquired
wherever necessary.

DATA COLLECTION INSTRUMENTS:

The instrument used for this study is an interview schedule. Questions related to
objectives of the study from the major portion of the interview schedule. It mainly consists
of multiple-choice questions so that the respondents can mark one or more of the several
choice of answers. Secondary data has been gathered from many published

5
sources such as Newspapers, Journals, Magazines, Company Reports, standard textbooks
and information from Internet has also been acquired wherever necessary.

FIELD WORK:
The project involved a fieldwork of around 1 month 15 days where in the survey was
carried out of around
The survey was conducted in different of Hyderabad and secunderabad such as Koti,
bowenpally, Ameerpet, L.B Nagar, hyath nagar.

METHODOLOGICAL ASSUMPTIONS:
• The primary data has been collected by an interview schedule.
• The sample for the study was selected on a convenience basis
• All primary data collected is true and reflects the actual actions of the Respondents.
• The data collected has been coded, tabulated and analyzed into logical Statement
using simple statistical methods, pie charts, etc.

DESCRIPTION OF THE RESEARCH DESIGN:

A research design is a logical and systematic plan prepared for directing a research study it
specifies the methodology and technique to be adopted for achieving the objectives. It
constitutes the blueprint for the collection, measurement and analysis of data.

The main aim of the study is to evaluate the brand image of HYUNDAI. The study is
descriptive in nature. Surveys are best-suited method for descriptive research. So survey
method is used for the study.

The preparation of a research plan for a study aids in establishing direction to the study and
knowing exactly what has to be done and how and when it has to be done at every stage.

A research plan describes the boundaries of research activities and enables the research
to channel his energies in the right work. With clear research objectives, in view the research
can proceed systematically towards his achievements.
SAMPLING PROCEDURES:

Sampling is a systematic approach for selecting a few elements from an entire

collection of units (population) in order to make some inference about the total population
it is a small specimen or a segment of the whole population representing its general qualities
as for as possible. The study was undertaken by convenience sampling.

6
SAMPLE SIZE:
The study is conducted on a sample of 100 respondents.
SAMPLING FRAME:
The population for the study consists of small cars owners in the cities of
Hyderabad and secunderabad.

RESEARCH INSTRUMENTS:
An interview schedule was used to conduct the study.

1.6 LIMITATIONS OF THE STUDY:

1. Though the customers wanted to give information they could not give as it wastes
their business time.
2. The accuracy of the answers depends upon the mode of interest of respondents.
3. Though the customers wanted to give information they could not, as they felt it
takes away their business time.
4. The accuracy of the answers depends upon the mode of interest of respondents.
5. The opinions of the sample may or may not depict the exact opinions of the total
population.

7
 CHAPTER-II

REVIEW OF LITERATURE
 2.1 REVIEW OF LITERATURE

CUSTOMER GETTING SMARTER

A competitor, in order to achieve the loyalty of the customers, offer an endless information
flow on the products and services and thereby continuously educates the customer about the
opportunities in the market. Therefore today even an ordinary person, is in possession of
the large amount of data to use for the purpose of making a decision as to which products/
services he would go in for. The competitive environment is making the customer wisher
day by day and he is able to take a large number of decisions on his own. The experts’ advice
of the olden days is being replaced by the customer’s own wisdom. This is making the
market place more complicated and unpredictable. The customer is getting smarter today
and he is able to decide his own money’s worth and therefore, organization across the board
are `pursuing the customer’s views to streamline their business strategies to remain
customer- worthy.

People are the prime factor for any organization to maintain the effectiveness and thus
develop the right focus for the people, so that each one perceives as clearly as possible his
position in the cycle of growth and prosperity of the organization. Agendas will have to be
drawn in such a manner and communicated so effectively that the individual is able to enjoy
a meaningful life in the organization, endowed with authority and responsibility for the role
he plays.

“One should be able to see for oneself the impact of the contributions one has
made towards the growth and prosperity cycle of the organization. As a matter of fact the
relationship between the people and the organization should be so designed that each one
is here to experience the pleasure of winning and pain of losing. People alone are of no
significance unless and until they have an intimate and continuous interaction with the
process”.

Therefore organization have to take continuous care to update their quality of the people
and that of processes simultaneously so that a healthy relationship is built up and maintained
making the relationship happy and healthy one. This, when done, shouldgenerate in people
a sense of entrepreneurship ownership of the organization.

9
It is very important to find whether the fundamentals of the organization are getting strong
as desired. It is therefore rightly said that a well trained army with quality arms and
ammunitions and with a sense of involvement can got the nations frontiers inn desirable and
dependable manner similarly: people at the operation level with superior competency and
capability supplied with superior products and strategies can acquire a place for an
organization in the market place. Retail outlets are the contact points of the customers and
therefore the image of the organization largely depends upon the quality of the people
managing the interventions and transactions at the level.

The Consumer Market:

The consume market consists of all the individuals and households who buy or acquire goods
and services for personal consumption. The simplest model consumer buyer behavior is the
stimulus – response model. According to this model marketing stimuli ( the four Ps) and
the major forces (economic, technological, political, cultural) enter the consumer’s “black
box” and reproduce certain responses.

10
 Social factors influence buyer’s behavior. A person’s reference group-family,
friends, social organizations, professional associations- strongly affect product and brand
choices. The buyer’s age, life-cycle stage, occupation, economic circumstances,
lifePerformence, personality, and other personal. Characteristics influence his or herbuying
decisions. Consumer life-Performences the pattern of acting and interacting in the world are
also an important influences on purchase decisions.

Finally, consumer-buying behavior is influenced by four major psychological

factors- motivation, perception, learning, and beliefs and attitudes. Each of these factors
provides a different perspective for understanding the workings of the buyer’s black box.

11
Aradhana Krishna (1994)

He made a study on “The effects of Deal Knowledge on Consumer Purchase Behaviour”.The study
considered many factors to know the effects of such factors on consumer buying behaviour. The
study findings revealed that price plays a significant role in the buying decision. It has been concluded
that not only the current price of a product influences the buying behaviour but also its expected price
in future influences them.

Syed et al (1994)

He made a study on “Technical complexity and consumer knowledge as moderators of service quality
evaluation in the automobile service industry‖. In their study they examined the relationship between
a customer's assessment of the service quality of an automobile service/repair facility and the few
factors such as perceived fairness of the facility and its personnel, empathy, responsiveness, reliability,
and convenience. It has been found from the study that perceived fairness is an important determinant
of service quality evaluation.

Muruganandam(1997 )

He made a study on "Consumer Brand Preference for Motor Cars in Coimbatore City”. The study found
out few factors that influenced consumers in the brand preference of a car. They are price and design
of the cars, and after sales services provided by the dealers. It has been found that price and design
influenced the consumers more to buy Maruti and Ambassador Cars. The study has further revealed
that customers were highly satisfied with the after-sales service.

Maran et al (2002)

made a study on "Passenger Cars: Enormous Scope for Development". In their study they opined
that the demand for cars depends on many factors. The study identified many key variables that strives
the demand of cars and they are per capita income, new models, availability and pricing, rate of
interest, finance schemes, fuel cost, depreciation norms, public transportation facilities, duties and
taxes. It has been found that the factors per capita income, new models, availability and pricing, rate
of interest have a positive relationship with demand, whereas the others have negative relationship
with demand.

Sheetal et al (2004)

made a study on ―Relative importance of service quality dimensions: A Multi Sectoral study”. The
study attempted to explore a relative importance of service quality dimensions across a select service
context. The results suggested that almost all the service quality dimensions are equally important as
no proper order of their importance could be established. .

12
White (2004)

in his study presented the factors those play a key role in car buyer‘s decision making. He observed
that consumers negotiate with dealers for various offers and incentives such as reduction in price, low-
interest payment plans and so on. It has been found that women play a significant role in purchase of
new cars and they occupy a predominant role in the buying process. It has been suggested to the car
dealers and advertisers to target the right audience because of an increasing trend in multi-car
households.

Chidambaram et al (2004)

undertook a study on "Brand Preference of Passenger Cars - A Study with Special Reference to
Coimbatore City in Tamil Nadu".The study identified that the customers consider fuel efficiency as an
important factor when compared to other factors. It has been also found that the customers highly
believe that the brand of car they use is explanatory of product, quality, utility and technology. It has
been revealed from the study that consumers prefer to purchase passengers cars because of car
companies offer cars with high fuel efficiency, good quality, technology and durability with a reasonable
price.

Ranganathan (2005)

has conducted ―A Study on Consumer markets and Buying behaviours of cars”. It has been found that
most of the respondents are considering "mileage" as an important factor in selecting a car. It has been
suggested that Hyundai cars should be designed in such a way that the actual fuel efficiency obtained
must be the same as that being promised. Utpal

Bhaskar (2005)

made a study "The Great Indian car Puzzle". In his study he identified many different reasons that
influence people to prefer and buy a particular brand of car. Among the factors identified, mileage and
fuel efficiency were found to be the common needs of the car consumers in the Indian market.

Mandeep Kaur et al (2006)

made ―A Study on Factors Influencing Buying Behaviour of Passenger Car Market.” Thestudy aimed
to find out the important features considered by the buyers while going for the purchase of a new car.
The population of the study covers the owners of passenger cars major cities of Punjab andChandigarh.
The study concluded that the respondents remarksafety and comfort as the most important features of
the passenger car followed by luxury. It has been also suggested that the manufacturers must design
the product giving maximum weightage to these factors.

Afshar Jahanshahi (2011)

made a study to know the relationship among four variables customer service, product quality,
customer satisfaction and loyalty in the context of the Indian automotive industry. The sample
respondents were the Tata Indica car owners in Pune. From the findings of the study it has been

13
proved that there was a high positive correlation between the constructs of customer service and
product quality with customer satisfaction and loyalty.

Gunjan Malhotra et al (2012)

made ―An Empirical Research on Consumer Behaviour towards Small Car Segment in IndianMarket”.
The study focussed on identifying two things: The first one was to know customer perception towards
various features of existing cars and the second one wasto find different automobile features that
influence consumer buying behaviour. It has been found that the increasing disposable income and
affordability of high quality cars stimulates the growth of the Indian automobile sector. The study also
suggested that manufacturers should concentrate on certain product aspects to attract the new
customers and also to retain the existing customers.

Samin Rezvani et al (2012)

in their study strongly insisted that people always consider the product‘s origin, i.e. which country the
products come from, where they are made and they give much importance to these factors when
evaluating the quality of a product. Finally the study concluded that country of origin has considerable
influence on the purchase intention process.

Ramesh Sardar (2012)

made a study on “Brand Preference of Passenger Cars in Aurangabad District”.In the study consumer
brand preference towards passenger cars have been identified by analyzing the factors that influence
brand choice of the customers. The study highlighted an important fact regarding the Indian consumers
that they are highly conscious towards price and fuel efficiency. Within this context it has been
suggested to the foreign car playersto have small cars in their portfolio to penetrate into the Indian
marketbecause whoever is selling low-priced, fuel-efficient small cars in India will succeed.

Jagathy Raj et al (2012)

framed “Logistic Regression Modelling for Consumer Purchase Behaviour of Passenger Cars” based on
the study conducted in the state of Kerala. It has been found that TV commercials on car models and
brands, search in internet websites of the manufacturer and visit to dealers / distributors are the prime
sources of information for the customers to gather information on car models and brand s. Hence it was
suggested to marketers to focus on these factors to catch the attention of new customers. Further it
has been identified that regarding comfort factors customers give much importance to comfort in
driving, value for money and interior design. So it has been suggested to the manufacturers to look
into these aspects while designing the cars so as to attract car passengers who decide the models based
on these criteria

14
Purchase Decision Steps 1 and 2
1. Need/Want/Desire is recognized
In the first step the consumer has determined that for some reason he/she is not satisfied
(i.e., consumer’s perceived actual condition) and wants to improve his/her situation (i.e.,
consumer’s perceived desired condition). For instance, internal triggers, such as hunger or
thirst, may tell the consumer that food or drink is needed. External factors can also trigger
consumer’s needs. Marketers are particularly good at this through advertising, in-store
displays and even the intentional use of scent (e.g., perfume counters). At this stage the
decision-making process may stall if the consumer is not motivated to continue (see
Motivation above). However, if the consumer does have the internal drive to satisfy the
need they will continue to the next step.

2. Search for Information

Assuming consumers are motivated to satisfy his or her need, they will next undertake a
search for information on possible solutions. The sources used to acquire this information
may be as simple as remembering information from past experience (i.e., memory) or the
consumer may expend considerable effort to locate information from outside sources (e.g.,
Internet search, talk with others, etc.). How much effort the consumer directs toward
searching depends on such factors as: the importance of satisfying the need, familiarity with
available solutions, and the amount of time available to search. To appeal to consumers who
are at the search stage, marketers should make efforts to ensure consumers can locate
information related to their product. For example, for marketers whose customers rely on
the Internet for information gathering, attaining high rankings in search engines has become
a critical marketing objective.

Purchase Decision Steps 3, 4 and 5

3. Evaluate Options
Consumers’ search efforts may result in a set of options from which a choice can be made.
It should be noted that there may be two levels to this stage. At level one the consumer
may create a set of possible solutions to their needs (i.e., product types) while at level two
the consumer may be evaluating particular products (i.e., brands) within each solution. For
example, a consumer who needs to replace a television has multiple solutions to choose from
such as plasma, LCD and CRT televisions. Within each solution type will be multiple
brands from which to choose. Marketers need to understand how consumers evaluate
product options and why some products are included while others are not. Most

15
importantly, marketers must determine which criteria consumers are using in their selection
of possible options and how each criterion is evaluated. Returning to the television example,
marketing tactics will be most effective when the marketer can tailor their efforts by
knowing what benefits are most important to consumers when selecting options (e.g., picture
quality, brand name, screen size, etc.) and then determine the order ofimportance of each
benefit.

4. Purchase
In many cases the solution chosen by the consumer is the same as the product whose
evaluation is the highest. However, this may change when it is actually time to make the
purchase. The "intended" purchase may be altered at the time of purchase for many reasons
such as: the product is out-of-stock, a competitor offers an incentive at the pointof-purchase
(e.g., store salesperson mentions a competitor’s offer), the customer lacks the necessary
funds (e.g., credit card not working), or members of the consumer’s reference group take a
negative view of the purchase (e.g., friend is critical of purchase). Marketers whose product
is most desirable to the consumer must make sure that the transaction goes smoothly. For
example, Internet retailers have worked hard to prevent consumers from abandoning online
purchase (i.e., online shopping carts) by streamlining the checkout process. For marketers
whose product is not the consumer’s selected product, last chance marketing efforts may be
worth exploring, such as offering incentives to store personnel to "talk up" their product at
the checkout line.

5. After-Purchase Evaluation
Once the consumer has made the purchase they are faced with an evaluation of thedecision.
If the product performs below the consumer’s expectation then he/she will reevaluate
satisfaction with the decision, which at its extreme may result in the consumer returning the
product while in less extreme situations the consumer will retain the purchased item but may
take a negative view of the product. Such evaluations are more likely to occur in cases of
expensive or highly important purchases. To help ease the concerns consumers have with
their purchase evaluation, marketers need to be receptive and even encourage consumer
contact. Customer service centers and follow-up market research are useful tools in helping
to address purchasers’ concerns.

16
 CHAPTER - III
INDUSTRY & COMPANY PROFILE

17
 3.1 INDUSTRY PROFILE
Introduction

The Indian auto industry became the 4th largest in the world with sales increasing 9.5 per
cent year-on-year to 4.02 million units (excluding two wheelers) in 2017. It was the 7th
largest manufacturer of commercial vehicles in 2017.

The Two Wheelers segment dominates the market in terms of volume owing to a growing
middle class and a young population. Moreover, the growing interest of the companies in
exploring the rural markets further aided the growth of the sector.

India is also a prominent auto exporter and has strong export growth expectations for the
near future. Automobile exports grew 26.56 per cent during April-July 2018. It is expected
to grow at a CAGR of 3.05 per cent during 2016-2026. In addition, several initiatives by the
Government of India and the major automobile players in the Indian market are expected to
make India a leader in the two-wheeler and four wheeler market in the world by 2020.

Market Size
Domestic automobile production increased at 7.08 per cent CAGR between FY13-18 with
29.07 million vehicles manufactured in the country in FY18. During April-July 2018,
automobile production increased 16.69 per cent year-on-year to reach 10.88 million vehicle
units.

Overall domestic automobiles sales increased at 7.01 per cent CAGR between FY13-18 with
24.97 million vehicles getting sold in FY18. Auto sales in July 2018 witnessed a yearon-
year growth rate of 7.9 per cent across segments, driven by 46.24 per cent growthin three-
wheeler sales in terms of percentage.

Premium motorbike sales in India crossed one million units in FY18. Two leading luxury
car manufacturers, BMW and Mercedes-Benz, recorded their best-ever half yearly sales in
India during January-June 2018. Sales of BMW grew 13 per cent year-on-year to 5,171 units
and sales of Mercedes-Benz grew 12.4 per cent year-on-year to 7,171 units. Sales of electric
two-wheelers are estimated to have crossed 55,000 vehicles in 2017-18.

18
Investments
In order to keep up with the growing demand, several auto makers have started investing
heavily in various segments of the industry during the last few months. The industry has
attracted Foreign Direct Investment (FDI) worth US$ 19.29 billion during the period April
2000 to June 2018, according to data released by Department of Industrial Policy and
Promotion (DIPP).

Some of the recent/planned investments and developments in the automobile sector in

India are as follows:

Ashok Leyland has planned a capital expenditure of Rs 1,000 crore (US$ 155.20 million)
to launch 20-25 new models across various commercial vehicle categories in 2018-19.

Mahindra & Mahindra (M & M) is planning to make an additional investment of Rs 500

crore (US$ 77.23 million) for expanding the capacity for electric vehicles in its plant in
Chakan.

HYUNDAI is planning to invest US$ 1 billion in India by 2020. SAIC Motor has also
announced to invest US$ 310 million in India.

Mercedes Benz has increased the manufacturing capacity of its Chakan Plant to 20,000 units
per year, highest for any luxury car manufacturing in India.

Government Initiatives
The Government of India encourages foreign investment in the automobile sector and allows
100 per cent FDI under the automatic route.

Some of the recent initiatives taken by the Government of India are -

The government aims to develop India as a global manufacturing centre and an R&D hub.

Under NATRiP, the Government of India is planning to set up R&D centres at a total cost
of US$ 388.5 million to enable the industry to be on par with global standards

The Ministry of Heavy Industries, Government of India has shortlisted 11 cities in the
country for introduction of electric vehicles (EVs) in their public transport systems under
the FAME (Faster Adoption and Manufacturing of (Hybrid) and Electric Vehicles in

19
India) scheme. The government will also set up incubation centre for start-ups working in
electric vehicles space.

Achievements
Following are the achievements of the government in the past four years:
• Number of vehicles supported under FAME scheme increased from 5,197 in June
2015 to 192,451 in March 2018. During 2017-18, 47,912 two-wheelers, 2,202 three-
wheelers, 185 four-wheelers and 10 light commercial vehicles weresupported under
FAME scheme.
• Under National Automotive Testing And R&D Infrastructure Project (NATRIP),
following testing and research centres have been established in the country since
2015
• International Centre for Automotive Technology (ICAT), Manesar
• National Institute for Automotive Inspection, Maintenance & Training (NIAIMT),
Silchar
• National Automotive Testing Tracks (NATRAX), Indore Automotive Research
Association of India (ARAI), Pune
• Global Automotive Research Centre (GARC), Chennai
• SAMARTH Udyog – Industry 4.0 centres: ‘Demo cum experience’ centres are being
set up in the country for promoting smart and advanced manufacturinghelping SMEs
to implement Industry 4.0 (automation and data exchange in manufacturing
technology).

Road Ahead
The automobile industry is supported by various factors such as availability of skilled labour
at low cost, robust R&D centres and low cost steel production. The industry also provides
great opportunities for investment and direct and indirect employment to skilled and
unskilled labour.

Indian automotive industry (including component manufacturing) is expected to reach Rs

16.16-18.18 trillion (US$ 251.4-282.8 billion) by 2026. Two-wheelers are expected to grow
9 per cent in 2018.
References: Media Reports, Press Releases, Department of Industrial Policy and

20
Promotion (DIPP), Automotive Component Manufacturers Association of India (ACMA),
Society of Indian Automobile Manufacturers (SIAM), Union Budget 2015-16, Union
Budget 2020-21.

Gross Turnover of the Automobile Manufacturers in India (In USD Million)

2015-16 2016-17 2017-18 2018-19 2019-20 2020-21

66,264 67,607 55,212 58,909 63,866 67,724

(USD Conversion
Rate) 47 50 60 61 66 67

DOMESTIC MARKET SHARE FOR 2020-21

Domestic Market Share for 2028-21

Passenger Vehicles 13

Commercial Vehicles 3

Three Wheelers 3

Two Wheelers 81

Grand Total 100

Automobile Production Trends

21
Category 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
Passenger
Vehicles 32,31,058 30,87,973 32,21,419 34,65,045 38,01,670 4010373

Commercial
Vehicles 8,32,649 6,99,035 6,98,298 7,86,692 8,10,253 894551

Three
8,39,748 8,30,108 9,49,019 9,34,104 7,83,721 1021911
Wheelers
Two
1,57,44,156 1,68,83,049 1,84,89,311 1,88,30,227 1,99,33,739 23147057
Wheelers
Grand
2,06,47,611 2,15,00,165 2,33,58,047 2,40,16,068 2,53,29,383 2,90,73,892
Total
Automobile Domestic Sales Trends
Category 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
Passenger
Vehicles 26,65,015 25,03,509 26,01,236 27,89,208 30,47,582 32,87,965

Commercial
Vehicles 7,93,211 6,32,851 6,14,948 6,85,704 7,14,082 8,56,453

Three
5,38,290 4,80,085 5,32,626 5,38,208 5,11,879 6,35,698
Wheelers
Two
1,37,97,185 1,48,06,778 1,59,75,561 1,64,55,851 1,75,89,738 2,01,92,672
Wheelers
Grand
1,77,93,701 1,84,23,223 1,97,24,371 2,04,68,971 2,18,62,128 2,49,72,788
Total

Automobile Exports Trends

Category 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
Passenger
5,59,414 5,96,142 6,21,341 6,53,053 7,58,727 7,47,287
Vehicles
Commercial
80,027 77,050 86,939 1,03,124 1,08,271 96,867
Vehicles
Three
3,03,088 3,53,392 4,07,600 4,04,441 2,71,894 3,81,002
Wheelers
Two
19,56,378 20,84,000 24,57,466 24,82,876 23,40,277 28,15,016
Wheelers
Grand Total 28,98,907 31,10,584 35,73,346 36,43,494 34,79,169 40,40,172
3.2 COMPANY PROFILE

22
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company (HMC). HMIL is the second largest car manufacturer and the number one car
exporter since inception in India. It currently has nine car models across segments – EON,
SANTRO, GRAND i10, ELITE i20, ACTIVE i20, XCENT, VERNA, ELANTRA,
CRETA & TUCSON. HMIL’s fully integrated state-of-the-art manufacturing plant near
Chennai boasts advanced production, quality and testing capabilities.

HMIL forms a critical part of HMC’s global export hub. It currently exports to around 88
countries across Africa, Middle East, Latin America, Australia and Asia Pacific. To support
its growth and expansion plans, HMIL currently has 493 dealers and more than 1,309 service
points across India. In its commitment to provide customers with cuttingedge global
technology, Hyundai has a modern multi-million dollar R&D facility in Hyderabad. The
R&D centre endeavours to be a center of excellence in automobileengineering.

MD & CEO

Mr. Seon Seob Kim is the MD & CEO of Hyundai

Motor India Ltd since Dec 1, 2018. He joined Hyundai
Motor Company in January 1992.

A keen strategist with 27 years of diversified Global

experience Mr S S Kim has worked in different
markets of Hyundai Motor Company. Prior to Hyundai Motor India, he was Head of
Business Operations Strategy Division of Hyundai Motor Company headquarters in Seoul.

With Thought Leadership and Analytical perspective, Mr. Kim has led many global roles
for successful implementation of long-term strategies of Corporate Planning, Business
Operations & Strategy Planning, Procurement and Audit Division including marketing
operations at Hyundai Motor America.

What Hyundai Do Press

Shop:

23
A computer controlled line that converts sheet metal to body panels with high dimensional
accuracy and consistency.

Body Shop:
It is a hi-tech line that builds full body shells from panels. Automated robotic arms are used
for intricate welding operations that ensure superior and consistent build quality.

Paint Shop:
It is one of the most modern paint shops in the country and uses the environment friendly
water based process for superior and lasting exteriors.
A unique process management system followed here helps us deliver the most extensive
colour range, independent of minimum batch requirements, helping customers get their
preferred colour anytime.

24
Assembly Shop:
In Assembly Shop all the engine and suspension parts, the electrical parts, the under body
parts etc are fitted into the car. The cars go through complete testing in the Assembly Shop.

The Assembly Shop comprises the Trim Line, the Chassis Line, the Final Line and the OK
Line.

Engine & Transmission Shop:

25
One of the biggest engine shops in the country, this unit is equipped with the most modern
tooling and testing facilities to make a wide range of engines in-house.

R&D Centre

Hyundai Motor India Engineering (HMIE) is a fully

owned subsidiary of Hyundai Motor Company, South
Korea, which is located at Hyderabad. It is located in the
Hi-tech city region of Hyderabad in Telangana State.
Often referred to as India’s Silicon Valley, Hyderabad is
the IT technology centre of India, hosting leading international IT companies.

Hyundai Motor established HMIE in November 2006 in

order to hire some of the talented IT workers found in the
region. HMIE has contributed to the development of
Hyundai Motor’s popular new models for the Indian
market starting with the EON and followed now by the
“I” series and also in SUV segments like Creta.

HMIE Vision is to support Head Quarters Hyundai Motor

Company, Namyang, South Korea in the area of Research
& Development support services, along with this,
enhancing support to Hyundai Motor India Limited,
Chennai, India, in the area of Power Train support, design
support, evaluation and certification activities. Also focuses on Indian unique car
development activities.

26
HMIE is a centre with one of the most advanced
research and development facilities which focuses on
state of the art product and design engineering and
rigorous quality enhancement. It will play an important
role leading on the development of new models for key
emerging markets including India.

Exports:
Hyundai Motor India Ltd (HMIL) is the country’s largest passenger car exporter. HMIL
began exporting cars in 1999 when it shipped a batch of 20 Santro’s to Nepal and since then
it has maintained the esteemed crown position till date. Keeping innovation & challenge at
its heart, HMIL has able to cater to customers across the globe, whether it be the Middle
East, Africa, Asia or the Latin America.

With its strong product line up which includes EON, i10, Grand i10, Xcent, Elite i20, i20
Active, Verna & Creta. HMIL currently exports to more than 92 countries. The newly
launched Creta in the compact SUV segment has received tremendous response worldwide
(approx. 24,500 units order received from Aug’15 ~ Mar’16) reflecting customer keenness
& satisfaction towards our products.

Products

27
EON Grand i10

XCENT ELITE i20

i20 ACTIVE VERNA

ELAMTRA CRETA

TUCSON SANTA FE

28
 CHAPTER-IV
DATA ANALYSIS
AND
INTERPRETATION

29
 Table: 4.1
AGE GROUP OF THE RESPONDENTS

AGE No Of Respondents

18-28 8
28-38 28

38-48 10

Above 48 54
Total 100

Chart: 4.1(a)
AGE GROUP OF THE RESPONDENTS

No Of Respondents
120

100

80

60
No Of Respondents
40

20

18-28 28-38 38-48 Above 48 Total

INFERENCE:
From the above table, 8% of the respondents belong to the age group of 18-28 years, 28%
of the respondents belong to the age group of 28-38 years, 10% of the respondents belong
to the age group of 38-48 years, 54% of the respondents belong to the age group of above
48 years.

30
 Table 4.2
OCCUPATION OF THE RESPONDENTS
Occupation No Of Respondents
Student 0
Business 50
Private Employee 32
Govt Employee 18
Total 100

Chart: 4.2 (a)

OCCUPATION OF THE RESPONDENTS

No Of Respondents
100
90
80
70
60
50
40
30
20 No Of Respondents
10

INFERENCE:
From the above table 0% of the respondents are students, 50% of the respondents are
businessmen, 32% of the respondents are private employee, 18% of the respondents are
Govt employee.

31
 Table:4.3
The respondents is Wanting a A Small car or not
Opinion No of respondents
Yes 80
No 20
Total 100

20%

Yes
No

80%

Chart:4.3(a)
The respondents is Wanting a A Small car or not

INFERENCE:

from the above table Wanting a bike respondents are 80% and the no wanting
bikes respondents are 20%.

32
 Table: 4.4
TYPE OF VEHICLE THAT THE RESPONDENT IS WANTING

Type of Vehicle No of respondents % of respondents

1000CC 51 51

1800CC 14 14

1500CC 26 26

2000CC 09 9

120

100

80
% of respondents
60 No of respondents

40

20

Chart:4.4(a)
TYPE OF VEHICLE THAT THE RESPONDENT IS WANTING

INFERENCE:
From the above table 51%of the respondents are Wanting 1000CC cars . 14%of the
respondents want 1800CC. 26%of the respondents are wanting 1500CC.9% of the
respondents want 2000CC.

33
 Table: 4.5
Sources of information.

Sources of information No of respondents

Offers 15

Advertisements 27

Referred from friends & relatives 33

Technology 10

Finance Schemes 15

Total 100

No of respondents
Offers

Advertisements

Referred from friends &

relatives
Technology

Finance Schemes

Total

Chart: 4.5(a)
Sources of information.

Inference:
From the above table 15%of people known from offers, 27% of people known from
advertisements, and 33% of people known from their friends and relatives, 10% of people
known from technology, 15% of people known from finance schemes.

34
 Table: 4.6
SATISFACTION WITH HYUNDAI CARS

SANTRO Performance Mileage Features Price pickup Reliability Brand Image

Excellent 10 25 24 02 05 08 20
Very good 25 24 15 18 06 02 20
Good 10 21 25 12 15 35 25

Average 21 10 10 14 5 6 8

Poor 0 2 1 8 2 3 1

Chart: 4.6(a)
SATISFACTION WITH HYUNDAI CARS

INFERENCE:

From the above table 25% of the respondents preferred PERFORMENCE as their main
motive is very good, 18% of the respondents preferred PRICE as their main motive is very
good, 25% of the respondents preferred FEATURES as their main motive is good, 25% of
the respondents preferred MILAGE as their main motive is excellent, 35% of the
respondents preferred RELIABILITY as their main motive is good, 25% of the respondents
preferred BRAND IMAGE as their main motive is good.

35
 Table: 4.7
Who prompted you to buy the Car?

Friends & relatives 50

Past experience 15
Dealer recommendation 10
Word of mouth 15
Advertisement 10
Any other 0

Chart: 4.7(a)
Who prompted you to buy the Car?

10
15
50
10
15

FRIENDS & RELATIVES PAST EXPERIENCE DEALER'S RECOMMENDATION

WORD OF MOUTH ADS ANY OTHER

Interpretation: 50% respondent says that friends and relatives prompted them to purchase
car, 15% says past experience, 10% says dealer recommendation, 15% says word of mouth,
and 10% says Advertisements .

36
 Table: 4.8
Attribute while purchasing a Car

Price 40
Performance 25
Resale value 10
Maintenance cost 5
Fuel efficiency 15
Finance scheme 5

Chart: 4.8(a)
Attribute while purchasing a Car

45 40
40
35
30 25
25
20 15 Series1
15 10
10 5 5
5
0

Interpretation: Most of the Respondent 40% says that they consider price attribute,
25% says performance, 10% says resale value, 5% says maintenance cost, 15% says that
fuel efficiency and 5% says that finance scheme.

37
 Table: 4.9
Effect of PRICE on Purchase Decision

Strongly Agree N. A. nor Disagree Strongly

Agree Disagree Disagree
Price 65 35 0 0 0

70

60

50

40

30

20

10

0
Strongly Agree Agree N.A. nor Disagree Strongly
Disagree Disagree
respondents 65 35 0 0 0

Chart: 4.9(a)
Effect of PRICE on Purchase Decision

Interpretation: 65% are strongly agreed, 35% are agreed and others gave no response.

38
 Table: 4.10
Effect of FUEL EFFICIENCY on Purchase Decision

Strongly Agree N.A nor Disagree Strongly

Agree Disagree Disagree
Fuel 15 75 10 0 0
Efficiency

80

70

60

50

40

30

20

10

0
Strongly Agree Agree N.A. nor Disagree Strongly
Disagree Disagree
respondents 15 75 10 0 0

Chart: 4.10(a)
Effect of FUEL EFFICIENCY on Purchase Decision

Interpretation: 75% persons are agreed, 15% are strongly agreed, and 10% have no
response.

39
 Table: 4.11
Effect of Resale Value on Purchase Decision
Strongly Agree N..A nor Disagree Strongly
Agree Disagree Disagree
Resale 5 85 5 5 0
Value

90
80
70
60
50
40
30
20
10
0
Strongly Agree N.A. nor Disagree Strongly
Agree Disagree Disagree
respondents 5 85 5 5 0

Chart: 4.11(a)
Effect of Resale Value on Purchase Decision

Interpretation: mostly 85% persons are agree, 5% are strongly agree, 5% are
disagree and 5% gave no response.

40
 Table: 4.12
Effect of MAINTAINANCE COST on Purchase Decision

Strongly Agree N.A nor Disagree Strongly

agree
Disagree Agree
Maintenance 10 55 35 0 0
Cost

Chart: 4.12(a)
Effect of MAINTAINANCE COST on Purchase Decision

60

50

40

30

20

10

0
Strongly Agree Agre N.A. nor Disagree Strongly
e Disagree Disagree
respondents 10 55 35 0 0

Interpretation: 55% are agree, 35% give no response, and 10% are strongly agree.

41
 Table: 4.13
Effect of PERFORMANCE on Purchase Decision

STRONGLY AGREE N.A NOR DISAGREE STRONGLY

AGREE DISAGREE DISAGREE
Performance 45 50 5 0 0

Chart: 4.13(a)
Effect of PERFORMANCE on Purchase Decision

50
45

40
35
30
25

20
15

10

0
Strongly Agree Agree N.A. nor Disagree Strongly
Disagree Disagree
Respondents 45 50 5 0 0

Interpretation: 45% are strongly agreed, 50% are agreed, and 5% gave no response.

42
 Table: 4.14
Effect of FINANCE SCHEME on Purchase Decision

Strongly Agree N.A nor Disagree Strongly

Agree Disagree Disagree
Finance 25 40 15 20 0
Scheme

Chart: 4.14(a)
Effect of FINANCE SCHEME on Purchase Decision

40

35

30

25

20

15

10

0
Strongly Agree Agree N.A. nor Disagree Strongly
Disagree Disagree
Respondents 25 40 15 20 0

Interpretation: 25% are strongly agreed, 40% are agreed, 15% gave no response and
20% are strongly disagree.

43
 Table: 4.15
Ranking of cars after considering all attributes

Maruti 60
Hyundai 25
Tata 15
Fiat 0

Chart: 4.15(a)
Ranking of cars after considering all attributes

70

60

50

40

30

20

10

Maruti hyundai TaTa Fiat

Interpretation: Maruti is at first Rank, Hyundai is at 2 nd Rank and TATA is at third

Rank, FIAT is at fourth Rank.

44
 A. PERFORMANCE:
The following table shows that, some of the brands of CARS respondents selected
PERFORMENCE as their main motive.

Brand No of respondents
HYUNDAI 32
MARUTHI 35
TATA 30
TOYOTA 03
Total 100

35

30

25

20

15

10

0
HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table the brand HYUDAI respondents are 32% the brand
MARUTHI respondents are 35% and The brand TATA respondents are 30% and
the brand TOYOTA respondents are 3%.

45
 B. PRICE:
The following table shows that, some of the brands of respondents selected PRICE as their
main motive.

Brand No of respondents
HYUNDAI 31
MARUTHI 18
TATA 42
TOYOTA 9
Total 100

45
40
35
30
25
20
15
10
5
0
HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table the HYUNDAI respondents are 31% and the
MARUTHI respondents are 18% and the TATA respondents are 42% and the
TOYOTA respondents are 9%

46
 C. PICK UP:
The following table shows that, some of the brands of respondents selected PICK
UP as their main motive.

Brand No of respondents
HYUNDAI 50
MARUTHI 10
TATA 30
TOYOTA 10
Total 100

50
45
40
35
30
25
20
15
10
5
0
HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table the HYUNDAI respondents are 50% and the
MARUTHI respondents are 10% and the TATA respondents are 30% and the
TOYOTA respondents are 10%.

47
 D. MILEAGE:

MILEAGE No of respondents
HYUNDAI 50
MARUTHI 10
TATA 30
TOYOTA 10
Total 100

50
45
40
35
30
25
20
15
10

HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table hyundai respondents are 50% and the maruthi respondents
are 10% and the tata respondents are 30% and the toyota respondents are 10%.

48
 E. RELIABILITY:
RELIABILIT
Y as their main motive.

Reliability No of respondents
HYUNDAI 35
MARUTHI 15
TATA 30
TOYOTA 20
Total 100

35

30

25

20

15

10

HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table HYUNDAI Respondents are 35% and the maruthi respondents
are 15% and the tata respondnts are 30% and the toyota respondents 20%.

49
 F. FEATURES:
FEATURES
as their main motive.

FEATURES No of respondents
HYUNDAI 35
MARUTHI 15
TATA 30
TOYOTA 20
Total 100

35

30

25

20

15

10

HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table the hyundai respondents are 35% and the maruthi respondents are 35%
and maruthi respondents are 15% and the tata respondents are 30% and the toyota
respondents are 20%

50
 G. BRAND IMAGE
The following table shows that, some of the brands of respondents selected BRAND
IMAGE is their main motive

Brand Image No of respondents

HYUNDAI 40
MARUTHI 20
TATA 30
TOYOTA 10
Total 100

40
35
30
25
20
15
10
5

0
HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table the hyundai respondents are 40% and the maruthi
respondents are 20% and the tata respondents are 30% and the
toyota respondents are 10%

51
 H. Respondents:
Respondents who want to buy the CAR of a particular brand:

Brand No of respondents
HYUNDAI 40
MARUTHI 15

TATA 30
TOYOTA 15
Total 100

40
35
30
25
20
15
10
5

0
HYUNDAI MARATHI TATA TOYOTA

INFERENCE:

from the above table want to buy Car the hyundai respondents are 40% and the maruthi
Respondents Are 15% And the tata respondents are 30% and the toyota respondents
are 15%

52
 CHAPTER-V
FINDINGS
SUGGESSIONS
&
CONCLUSIONS

53
5.1 FINDINGS :
• 8% of the respondents belong to the age group of 18-28 years, 28% of the
respondents belong to the age group of 28-38 years, 10% of the respondents
belong to the age group of 38-48 years, 54% of the respondents belong to the
age group of above 48 years.
• 50% of the respondents are businessmen, 32% of the respondents are private
employee, 18% of the respondents are Govt employee.

• 51%of the respondents are Wanting Hyundai 1000CC cars . 14%of the
respondents want 1800CC. 26%of the respondents are wanting 1500CC.9% of
the respondents want 2000CC.

• From the above table 15%of people known from offers, 27% of people known
from advertisements, and 33% of people known from their friends and relatives,
10% of people known from technology, 15% of people known from finance
schemes.

• From the above table 25% of the respondents preferred PERFORMENCE as

their main motive is very good, 18% of the respondents preferred PRICE as
their main motive is very good, 25% of the respondents preferred FEATURES
as their main motive is good, 25% of the respondents preferred MILAGE as
their main motive is excellent, 35% of the respondents preferred
RELIABILITY as their main motive is good, 25% of the respondents preferred
BRAND IMAGE as their main motive is good.

• Interpretation: 50% respondent says that friends and relatives prompted them to
purchase car, 15% says past experience, 10% says dealer recommendation, 15%
says word of mouth, and 10% says Advertisements .
• Most of the Respondent 40% says that they consider price attribute, 25% says
performance, 10% says resale value, 5% says maintenance cost, 15% says that
fuel efficiency and 5% says that finance scheme.

• 65% are strongly agreed, 35% are agreed and others gave no response.

• 75% persons are agreed, 15% are strongly agreed, and 10% have no response.

• mostly 85% persons are agree, 5% are strongly agree, 5% are disagree and 5%
gave no response.

• 55% are agree, 35% give no response, and 10% are strongly agree.

• 45% are strongly agreed, 50% are agreed, and 5% gave no response.

• 25% are strongly agreed, 40% are agreed, 15% gave no response and 20% are
strongly disagree.

• Maruti is at first Rank, Hyundai is at 2nd Rank and TATA is at third Rank,
FIAT is at fourth Rank.

54
5.2 SUGGESTIONS :
➢ The Cars recently introduced by Hyundai Motors are mostly concerned about
home base. So, they should also consider commercial people while manufacturing.

➢ Indian market is a price sensitive market’s the Cars should be at Minimum price
with maximum quality.

➢ The standard of pricing should be improved.

➢ Advertisements in Televisions, offers should be increased to attract the People.

➢ If Hyundai Motors can improve in Performance and brand image it will be the best
in all the other competition brands.

55
5.3 CONCLUSION:

➢ 45% of the respondents are Hyundai Motors customers and hence it is most
Preferred Small cars out of various brands.
➢ Hyundai 1500CC is the most preferred model out of all products ➢ 60% of the
respondents are considering Hyundai Motors brand before Purchasing there for
use.
➢ Most of the respondents are getting information through friends beforepurchasing
the Hyundai Motors small cars.
➢ Most of the respondents are wanting good satisfaction with dealer Service
comparing to other brands.
➢ Most of the respondents are giving more preference to mileage.
➢ 60% of the respondents are affecting by their friends and relatives.

56
Articles Referred 15

➢ BIBILIOGRAPHY
1. PHILLIP KOTLER -Principles of Marketing – 11th Edition Prentice Hall
India.
2. PHILLIP KOTLER - Marketing Management – Millennium Edition.-
Prentice Hall India
3. V.S.RAMASWAMY &Marketing Management -7th Edition
NAMAKUMARI Millennium India Ltd.

4. RICHARD R STILL Sales Management -5th Edition Prentice Hall India.

5. G.C.BERI Marketing Research -6th Edition Tata McGraw Hill Co.Ltd.
6. LUCK DAVID & Marketing Research -7th Edition ROBIN RONALD
Prentice Hall India.

WEB SITES

• www.google.com
• www.tata.com
• www.googelfinance.com
• www.industrysindia.com

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 QUESTIONNAIRE

1. AGE GROUP OF THE RESPONDENTS:

a) 18-28 b) 28-38 c) 38-48 d) Above 48

2. OCCUPATION OF THE RESPONDENTS:

a) Student b) Business c) Private Employee d) Govt Employee

3. The below table shows that whether the respondents is Wanting a A Small car or
not

a) Yes b) No

4. TYPE OF VEHICLE THAT THE RESPONDENT IS WANTING:

a) 1000CC b) 1800CC c) 1500CC d) 2000CC

5. The below table shows, from where did the respondent get the information about
the Small cars.

a) Offers b) Advertisements c) Referred from friends & relatives d) Technology

e) Finance Schemes

6. SATISFACTION WITH HYUNDAI CARS:

a) Excellent b) Very good c) good d) average e) poor

7. Who prompted you to buy the Car?

a) Friends & relatives b)Past experience c) Dealer recommendation d) Word of

mouth e) Advertisement f) Any other

8. What attribute do you consider While purchasing a Car?

a) Price b) Performance c) Resale value d) Maintenance cost e) Fuel efficiency f)

Finance scheme

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9. Effect of PRICE on Purchase Decision

a) Strongly Agree b) Agree c) Disagree d) Strongly Disagree

10. Effect of FUEL EFFICIENCY on Purchase Decision

a) Strongly Agree b) Agree c) Disagree d) Strongly Disagree

11. Effect of Resale Value on Purchase Decision

a) Strongly Agree b) Agree c) Disagree d) Strongly Disagree

12. Effect of MAINTAINANCE COST on Purchase Decision

a) Strongly Agree b) Agree c) Disagree d) Strongly Disagree 13.

13. Effect of PERFORMANCE on Purchase Decision

a) Strongly Agree b) Agree c) Disagree d)Strongly Disagree

59